Report: Old Media Still Most Trusted For News (As More Millennials Are Prepared To Pay For It)

Report: Old Media Still Most Trusted For News (As More Millennials Are Prepared To Pay For It)
SHARE
THIS



A new study into the media habits of people in the age of social media has found that old school news sites and newspapers are still the most trusted source of quality news.

The study by the Reuters Institute for the Study of Journalism found that 40 per cent of respondents said they trusted traditional news publishers over the likes of Facebook or Google.

The study included interviews with 70,000 people from 36 countries.

Interestingly, the study also revealed that an increasing number of readers are prepared to pay for their news amid all this talk of “fake news” and the likes of Google – namely via its YouTube platform – bring busted for running advertising content against hate and extremist sites.

The study found it was the Millennials (those aged under 35) who were increasingly prepared to pay for quality journalism as they’d happily pay for online content such as Netflix or Spotify.

Americans, in the age of Trump, said they’d most likely pay for quality news.

The report noted there was “significant growth” among the Gen Ys to pay for news and that provided a “powerful corrective to the idea that younger groups are not prepared to pay for online media let alone news”.

But traditional publishers aren’t out of the woods just yet. Co-author of the report, Rasmus Kleis Nielsen, found there may be increasing suspicions around news and social media, however, traditional news sites were also viewed with suspicion.

“We find profound scepticism of news media and especially news on social media in almost every country we cover,” said Kleis Nielsen whose comments were reported on The Financial Times.

“We still see about half the population say they trust the news in some countries, especially in northern Europe, but it is clear that professional journalists, news media and technology companies are all viewed with considerable scepticism by most people in most countries,” he said.

Latest News

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers
  • Media

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers

The winners of last year’s MFA Awards NGEN category have brought their unique idea to life and built a world-first virtual mentoring world for deaf teenagers inside Minecraft, called League of Hearoes. After months of testing, the world has launched weekly live events, attracting more than 50 deaf or hard of hearing (DOHH) teenagers.

The Shake The Cage Cup Arrives
  • Media

The Shake The Cage Cup Arrives

Glass: The Cannes Lion for Change may very well have it’s prestige shattered by an Aussie gong that is empowering creators to make an impact where they believe support is needed most. And, get an important conversation happening in the leadup to the Victorian, NSW and federal elections. With an ensemble of progressive, impact-oriented judges […]