Marketers often point out the dangers of mistaking one’s own personal views and experiences for universal consumer truths, and with good reason. Assuming that everyone likes the same TV programmes, ice cream flavours or holidays as you is a recipe for a wayward brand strategy.
But in the search for different perspectives, how often do you go out of your way to find news sources outside your usual, habitual destinations?
A US-based estimate by Nielsen from 2013 claimed internet users visit only 96 different web domains per month on average, which, when you take away all the bank accounts, social media sites, retailers, email accounts and accidental clicks, probably doesn’t amount to much diversity of information.
The steps you can take to improve this are pretty obvious. There are numerous tools and sites that could help, ranging from checking Google News, to following Twitter users who frequently post eclectic articles, to curating a bespoke feed of news sites via Feed.ly.
The main barrier is taking the time to do the above, so a commute could be the perfect opportunity.