In today’s fast-shifting information ecosystem, communicators face a fundamental challenge: Americans are divided when it comes to news media consumption habits. Active consumers deliberately seek out information and build routines around news, while passive consumers encounter it incidentally—as they scroll, swipe, and stream.
GSG’s latest report on media consumption—second in our series—explores how this divide is reshaping the way people engage with information, verify facts, and form trust. The findings are based on a nationally representative survey of voters and build profiles of these two different news publics and shed light on what it means for those aiming to reach, persuade, and mobilize audiences in this new media moment.
This report offers clear, data-backed insights into how to engage the increasingly passive public: from crafting messages that feel authentic, to aligning with the platforms, tones, and credibility signals audiences already trust.
Download now to get all the key takeaways.