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An interesting study by Newsworks, the marketing body for national newspapers, shows the small differences - and big similarities - in the reading habits of younger and older people.

I'm not surprised by the results of the survey but it's always nice to have one's hunches confirmed!

Along the way, you'll have to put up with some off-putting, but necessary, jargon (newsbrands) and some unnecessary gobbledegook like "exhibit their news habits". But please plough on because it's worth it.

The study, Generation News*, looked at how people aged 18-34, the millennials, consume news as distinct from people aged 50-65, the boomers.

It found that the millennials access newsbrands continually throughout the day. Despite facing a far more cluttered news landscape than previous generations did at their age, young people still form strong newsbrand habits,

Some 74% of millennials turn to newsbrands to get a balanced point of view and 78% agree that their newsbrand introduces them to stories they wouldn't otherwise read.

Millennials are more likely than boomers to exhibit their news habits (sorry!) on digital devices - allowing them to regularly snack on news - and they have developed different routes of accessing newsbrands.

For example, 73% of millennials agree they visit a newsbrand website to get more information when they see an interesting story on social media.

More than 1m boomers read a digital newsbrand daily and enjoy the speed and ease with which they can access news, while also indulging in newspapers. Unlike their children, boomers' newsbrand habits are more centred on specific times of day.

And here's a fact national newspaper staff journalists will surely greet. For both generations, the saturation of news in a multi-platform world has strengthened the role of newsbrands as providers of " real" and "professional" journalism.

Similarly, there is a cross-generational appreciation that newsbrands provide a sense of satisfaction and "a lens on the world" by telling people what they need to know.

The research identified five news habits, which transcend both millennials and boomers:

Fix: access news constantly, prompted by a general need and state of distraction.

Track: access news regularly throughout the day to keep up to date with breaking stories.

Fill: access news to pass the time when moving from one place to another.

Indulge: make time to enjoy the news as a break from everything else in the day.

Invest: read the news regularly to get an in-depth perspective on stories.

While the habits are universal, millennials are more likely to adopt the fix and fill habits while boomers have more time to adopt the indulge habit and - to a degree - track and invest.

Denise Turner, Newsworks' insight director, said of the research: "We live in a world saturated with news, with a multitude of sources available to us, so we wanted to understand how that is affecting newsbrand habits across the generations.

"This research shows that our multi-platform news landscape has created more routes into newsbrands, with new habits being formed. Newsbrands continue to provide a trusted lens on the world."

Bas Verplanken, professor of social psychology at Bath university, who worked on the research study, said it shows that "newsbrands remain as addictive across generations as they have ever been, with young people relying on them as much as their parents do for a balanced and informed view."

He also noted the fact that millennials find it useful to access newsbrands numerous times a day is "testament to how well newsbrands have adapted to a connected age."

*The research, using a series of innovative methodologies, was conducted in partnership with Bath university's Bas Verplanken and with the Flamingo and Tapestry research companies in June 2015. More details on Newsworks website.

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How the different generations consume their daily news...

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An interesting study by Newsworks, the marketing body for national newspapers, shows the small differences - and big similarities - in the reading habits of younger and older people. I'm not surprised by the results of the survey but it's always nice to have one's hunches confirmed!

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- Believed to have left-wing views

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- Launched in 1999
- Owned by the Guardian Media Group (owned by the Scott Trust - a charitable foundation which aims to ensure the newspaper's editorial independence and maintain its financial health to ensure it does not become vulnerable to takeover by for-profit media groups)
- In 2015, Katherine Viner became editor-in-chief and joined The Guardian as a writer in 1997.

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The site is made up of a core news site, with niche sections and subsections covering subjects including sport, business, environment, technology, arts and media, and lifestyle. TheGuardian.com is notable for its engagement with readers, including long-running talkboards and, more recently, a network of weblogs.

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Publisher says its books 'are created with utmost thought and consideration', after Twitter user highlights apparently dubious scene

Oxford University Press has moved to reassure parents that its books "are created with the utmost thought and consideration" following a social media storm over an apparent cottaging scene in a Biff, Chip and Kipper title.

Earlier this week, Twitter user Ed Brody highlighted the "somewhat dubious scenes spotted in the background of a friend's 4yo's school book". The first image tweeted by Brody, from one of the Oxford Reading Tree's Biff, Chip and Kipper titles, shows a group of men at the back of the picture discussing something by a bush. The second shows an old woman looking behind the bush and reacting in shock to what she sees.

Ed Brody (@chiefbrody1984)
Somewhat dubious scenes spotted in the background of a friend's 4yo's school book pic.twitter.com/opF9ogsQwO

Twitter users responded with other suspicious scenes from the hugely popular learn-to-read range, including a set of building blocks which spell out "hepatitis", and an image of a "dodge"-looking priest in a changing room.

In a statement, OUP said that it was "aware of the recent Twitter and media coverage referencing the illustrations from two Biff, Chip and Kipper books".

"We would like to reassure you that our books are created with the utmost thought and consideration. Our stories have been delighting children, parents, and teachers for over 30 years, and have taught millions of children to read here and around the world. We take the utmost care to ensure that our content is age appropriate and would not cause harm or offence to any child who reads our books," said the publisher.

The image of the startled granny, it said, is taken from the title Pond Dipping. "There are pages missing in the original tweet, which takes the images from Pond Dipping out of context," said the publisher.

In the missing pages, all sorts of activity appears to be taking place behind the bushes, including two children running away at high speed, some dogs chasing each other, a man carrying a mysterious large bag - and then the startled old woman. It is not immediately clear what has surprised the woman.

Oxford University Press added that the hepatitis reference was removed in 2003 "as soon as it was drawn to our attention", and said that the illustrator of the title, Alex Brychta, was not available for comment.

Members of the public were quick to share other images of apparently inappropriate moments in children's books online, including a line from the "That's Not My ..." series of board books for infants: " That's not my princess, her fan is too fluffy ", Where's Wally?, and the line "Do you like it / In your face / Yes! / I like it any place" from the picture book Snow.

tthac843 (@tthacker85)
I noticed this as a kid in 'Where's Waldo' pic.twitter.com/uDFs27ZL0f

Topics

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OUP responds to Biff, Chip and Kipper book 'cottaging' controversy

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Publisher says its books 'are created with utmost thought and consideration', after Twitter user highlights apparently dubious scene Oxford University Press has moved to reassure parents that its books "are created with the utmost thought and consideration" following a social media storm over an apparent cottaging scene in a Biff, Chip and Kipper title.

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UK user demographic profile

Creators of digital content

Which of the following online activities do you undertake at least once a month?

Responsive to advertising

How do you react to advertisements that appear on this site?

14% of respondents say they click on our advertisements, compared with the UK national average of only 4%.

Higher than average monthly spend

Highly likely to spread word of mouth

Have you recommended a product or service, an event or a charity to anyone in the last 4 weeks in any of the following ways?

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Which of the following online activities do you undertake at least once a month? How do you react to advertisements that appear on this site? 14% of respondents say they click on our advertisements, compared with the UK national average of only 4%.

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There are many Guardian websites such as The Guardian Website and The Guardian Australia. The Guardian UK and The Guardian Australia have the same layout for there websites but contain different content in them. The Guardian also owns numerous social media accounts for example a Twitter account, Instagram account and a Facebook account

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Latest news, sport and opinion from the Guardian

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Latest news, sport, business, comment, analysis and reviews from the Guardian, the world’s leading liberal voice

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Women-45%
15-34-33%
have kids- 47%
AB- 32%
ABC1- 74%
HH income £50K+- 31%

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UK user demographic profile

Creators of digital content

Which of the following online activities do you undertake at least once a month?

Responsive to advertising

How do you react to advertisements that appear on this site?

14% of respondents say they click on our advertisements, compared with the UK national average of only 4%.

Higher than average monthly spend

Highly likely to spread word of mouth

Have you recommended a product or service, an event or a charity to anyone in the last 4 weeks in any of the following ways?

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Which of the following online activities do you undertake at least once a month? How do you react to advertisements that appear on this site? 14% of respondents say they click on our advertisements, compared with the UK national average of only 4%.

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A group of people who a newspaper is targeted at

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Latest news, sport, comment, analysis and reviews from Guardian Australia

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Carillion lenders consider appeal to save firm from collapse