Aussies Turn To Social Media For News Despite Not Trusting It As Much

Abstract idea for reading the news
SHARE
THIS



Convenience is reigning in the public news consumption battle with new research revealing a high proportion of Australians are still getting their news from online sources despite these ranking low on their trust-o-meter.

The latest in the Crossman Insights research series, an online Newspoll survey of more than 1275 Aussies aged 18-64 found just four in ten people (40 per cent) trust blogs and social media networks such as Facebook and Twitter and six in ten (60 per cent) online news sites not associated with newspapers. In contrast, almost eight out of ten people trust traditional forms of news media such as print newspapers (79 per cent) and TV news bulletins (also 79 per cent).

Despite the lack of trust, a third of the nation (33 per cent) is still choosing to source news online at least once a day from social media networks, blogs or independent news sites.

Moreover, while only a fifth (22 per cent) of the 50-64 age group trust social networks, over half (51 per cent) have used these to get their news updates.

Managing director of Crossman Communications, Jackie Crossman, said the future of traditional media is far from dead.

“Despite the advance of mobile and social changing how and what we read, watch and listen to, the research shows that it has not fundamentally changed who we trust. It also suggests the popularity of an online site does not necessarily mean credibility,” said Ms Crossman.

“Australians still find traditional forms of media more credible than social and online news but it is clear they are turning to online because it is more convenient, and they are spoilt for choice. If traditional media can connect more powerfully with consumers online and break through the clutter they could win back their share of the market and edge out other online news sources.”

The poll also revealed that TV current affairs programs continue to divide audiences with just 67 per cent of Australians finding them trustworthy, of which only 17 per cent trust them a lot.

Here the poll showed that three in ten 25-34 year olds (29 per cent) use social media at least once a day as a source of news rather than watch TV current affairs programs, with just two in ten claiming to do so (18 per cent).

“Audience engagement with current affairs programs seems to be relatively low compared to other forms of traditional media, particularly among the younger generation. This suggests that they could be falling behind their rivals and need to adapt if they’re to stay in the game.”

Jackie Crossman also said that despite the increasing investment in company created ‘news’ channels, branded content seems to be taking a while to stick and capture the consumer’s attention.

“While online branded content has become the new way for marketers to maximise their brand presence, the poll shows only about three in ten are likely to share either a blog, infographic, video or e-newsletter posted by brands or companies, with less than one in ten saying they would be very likely to share any of these.”

“Overall the results would suggest that traditional PR is still very much an essential part of building your brand’s credibility and consumer trust alongside digital communications.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]