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What does “loyalty” really mean to consumers of news?

May 11, 2023

A new study has concluded that consumer loyalty to journalism sites is less about actions than about feelings. The research, published in Journalism Studies, found that loyalty to a news source was not tied to regular use. Some respondents felt loyalty to sources they rarely used, while others felt little or no loyalty to sites they rely on regularly. Many of the direct actions publishers assume are tied to loyalty -- liking, subscribing, and donating -- were not necessarily viewed by users as expressions of loyalty. Instead, news consumers described loyalty in terms of adapting to changes made by their sources of news, tolerating things they didn't enjoy, and forgiving mistakes. Other findings of the study, "How Loyalty Works: Why Do People Continue Their Relationship with Journalism," include: 

• Loyalty is often limited by differences in political alignment and doubts about credibility. 
• Even when there is significant trust in a news source, many users find its serious nature makes them feel distant.  

Go here to read the full Journalism Studies report.
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