How do we choose the media we consume? Features and habits that determine our choices

Purpose News consumption is a topic that has always been of great interest to media researchers and the media industry alike since news access and intake tendencies play an important role in comprehending the audience’s behavior. This research attempts to shed light on the habits and the news features that determine the selection of a medium over another as well as a news item over another by examining emergent practices of online information reception. Design/methodology/approach Through qualitative research using three focus groups, the study addresses questions on the preferred media formats, the imposed social influences and the structural elements of news content, while also examining emerging digital features such as text-to-speech and reading time indicators incorporated in contemporary online news media. Findings The findings highlight a lack of significant generational distinctions in media preferences, while the social influences and media brand name were found to shape media choices, holding crucial roles in some cases. The existence of a commenting sector was also found to be critical for fostering online communities and supporting democratic dialogue. Originality/value The study through research across demographics provides evidence on current news consumption and engagement while marking credibility as a core concern. Digital interactions are examined through the role of social circles that significantly shape media choices, and of content structure, visuals and new media features that drive engagement. Commenting on articles is seen as crucial for democratic dialogue and critical thinking in online media. Thus, valuable conclusions regarding the broader digital transformation of news consumption are extracted for journalists, the media industry and society.