Need to know

  • Two-thirds (67%) of audiences find news on websites and apps, followed by national TV networks (61%), social (58%) dedicated news TV channels (55%) and search (42%).
  • Some social platforms are declining in importance as a source of news: while 68% of international audiences have used Facebook for news, less than a quarter of the audience trusts news from the platform.
  • The frequency at which people source news is increasing, with audiences checking social (83%), search (73%) and news sites and apps (77%) at least once or multiple times daily.
  • Companies today operate in an Amazon era of easy accessibility and fast delivery, in which audiences demand media and news brands meet spiralling expectations.
  • Media owners must build credibility and favourability through accuracy and trust, have a deep and enriched knowledge of audiences, and provide audiences with relevant and meaningful content.
  • A recent Reuters Institute Digital News Report found nearly a quarter of consumers (24%) have stopped using news media brands with a ‘less accurate reputation’. and 41% say they checked accuracy by comparing multiple sources.
  • Publishers should aim to build tangible experiences, which requires shifting from traditional approaches to consumer marketing towards truly integrated cross-platform strategies.
  • Media owners must swap archaic pan-regional data tools for more sophisticated means to define audiences by their attitudes, interests and behaviours.