UK demand for hyperlocal media

Mass media Information technology Great Britain

In March 2012, Nesta published Here and now, the first landscape review of hyperlocal media in the UK. Since then, they have continued our programme of practical experimentation and research, called Destination Local, to develop a strong evidence base.

One area of research which Nesta believes is of critical importance to stakeholders concerns the demand for and use of hyperlocal media. This is of particular importance given the rapid take-up of connected devices such as smartphones and tablets, which enable citizens and consumers to consume hyperlocal media in new ways and which may help to drive new business models towards long-term sustainability.

Nesta commissioned some consumer research with Kantar Media to address key questions concerning the nature of demand for hyperlocal media across the UK. Nesta believes this research examines the use of hyperlocal media in more detail than previous studies. 

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