Sharp differences exist in Information Consumption across Generations


Akron, OH- The 2015 Summit Poll, conducted by the Center for Marketing and Opinion Research, found that there are sharp differences among the generations when asked their most commonly used source of information about local news and entertainment in Summit County. County residents 18 to 44 are almost three times more likely to get their information from the internet than the generation before them, 45 to 64, and ten times more likely than residents age 65 and older. Similarly, residents age 65 and older are more than three times as likely as 18 to 44 year olds to rely on newspapers. Notwithstanding these generational differences, newspapers continue to be cited as the most commonly used source of information about local news and entertainment among Summit County residents, for the ninth straight year. However, the proportion of residents who rely on newspapers has also declined for the ninth straight year, a drop from 54% in 2007 to 35% in 2015.



The data included in this Press Release is from the 2015 Summit Poll with comparison data from 2007-2014. The Summit Poll is an annual telephone survey, conducted by the Center for Marketing and Opinion Research, which allows community organizations and local businesses with an interest in the opinions & attitudes of county residents to pose questions on the poll. It is an affordable way to collect key information as each participating organization pays for only those questions they choose to pose. The poll was conducted in March 2015 and included responses from 800 Summit County residents, providing a margin of error of +/- 4% within a 95% confidence interval.

The Center for Marketing and Opinion Research (CMOR) provides public opinion research services to community based organizations. For more information, please contact Amanda Barna at 330-564-4211 or email at abarna@cmoresearch.com to speak with a member of our research team.