"the findings suggest that there is not one group of news consumers online but several, each of which behaves differently. These differences call for news organizations to develop separate strategies to serve and make money from each audience.
The findings also reveal that while search aggregators remain the most popular way users find news, the universe of referring sites is diverse. Social media is rapidly becoming a competing driver of traffic. And far from obsolete, home pages are usually the most popular page for most of the top news sites."