News 'most popular online content'

Online news is the most frequently sought type of web-based content, according to new research from Burst Media.

Figures from the internet insight firm reveal that 48.9 per cent of online users spend more time looking for news than any other form of subject matter.

Among older browsers the proportion is higher, with 55.9 per cent of those aged 55 and over looking online for local and national news.

Burst Media recommends targeting such a group with online marketing efforts, as they are also revealed to be least engaged with current web-based advertising.

Some 83.2 per cent of the demographic assert that commercials they see online are aimed at a younger generation.

However, industry analyst eMarketer advises making use of content that is still accessible to a wide age range in light of the finding that more than half of 18 to 44-year-olds believe web-based material is aimed at them.

The organisation states: "Online content's appeal is pretty wide if that range of users thinks it focuses on them - that's an argument for more material with universal appeal."