It seems Piers Morgan and the rest of the folks running the U.K.’s DailyMail.com have their finger on the pulse of Generation Y.
The British tabloid news site tells FoxBusiness.com that of its 240 million unique visitors a month globally, 80 million of them are from the U.S. And within that number, 1 in 2 millennials in America are using the site. So what makes the Daily Mail so millennial friendly, or do millennials in the U.S. just love the British brand of news?
On the latter, it’s hard to say. Maybe, but no significant polling agency has provided useful data to answer this question. On the former, however, it’s easy to see why millennials might flock to the Daily Mail.
“I think the power of the Mail is its simplicity. 1,200 stories a day. None of them stay up for more than 24 hours. You’ve got 10,000 photos and 650 videos. You’re just pounding people all the time with new updated material,” Morgan told Fox Business.
[jump] So the Mail appeals to millennials’ desire to constantly have something new? Perhaps. For some insight into attention spans, we turn to another U.K. news source: the Telegraph. Earlier this month, it reported on a study out of Canada that was not very flattering. In the age of the smartphone, human attention spans have fallen below those of goldfish.
The results showed the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds.
Goldfish, meanwhile, are believed to have an attention span of nine seconds.
But what about authenticity and originality? Everyone loves those attributes, but millennials REALLY love them. Take it from this millennial over at The Huffington Post, who was even polite enough to offer four tips for attracting a millennial audience. To make your brand more authentic, you must communicate, be transparent, be relevant, and most of all you must care. And in this case, the Mail hit the nail on the head.
“Whether it’s celebrity culture, pop culture, news or politics, whatever it may be we don’t take the position that anything is above or below us,” Morgan told Fox Business. “People want to know about war plans in Iraq as they do about Beyonce’s new album or what Madonna is wearing on the red carpet.”
Or perhaps millennials in the U.S. are really just the anglophile generation.