It’s Official: The Internet Is Now Australia’s Main Source Of News, While TV Remains Most Trusted

It’s Official: The Internet Is Now Australia’s Main Source Of News, While TV Remains Most Trusted
SHARE
THIS



New research from Roy Morgan reveals the internet has overtaken TV as Australia’s main source of news over the last two years. Over 12.7 million Australians (60.8 per cent) now say the internet is a main source of news, up 1.4 million since 2018, including nearly 7.9 million Australians (37.7 per cent) specifically nominating Social Media.

The number of Australians who say TV is their main source of news has dipped 1 million over the last two years to 12.4 million or 59.4 per cent. However, TV is still regarded as the most trusted source of news by nearly seven million Australians (33.4 per cent) – ahead of any other forms of competing traditional or digital media.

Other traditional media used widely as main sources of news include radio, nominated by 8.7 million Australians (41.9 per cent) and printed newspapers mentioned by 5.2 million (25 per cent), although both have declined since 2018.

Within the broader category of the internet over 3.4 million Australians (16.5 per cent, a significant increase of 4.6 per cent points since 2018) use news feed sites such as Google News, Apple News, Feedly etc., a further 1.8 million (8.6 per cent) use email subscriptions or updates and 1.1 million (5.6 per cent) use other websites or apps. There are 1.0 million (five per cent) who use magazines (printed, website or app) as a main source of news.

These latest findings are drawn from the Roy Morgan Single Source survey, Australia’s most comprehensive consumer survey, derived from in-depth interviews with 50,000 Australians each year.

Main sources of news – 2020 Vs. 2018

TV is the most trusted source of news ahead of the internet and radio

TV remains clearly the most trusted source of news for Australians (mentioned by 33.4 per cent, but down 4.9 per cent points on two years ago), ahead of the internet on 25.7 per cent (up 3.6 per cent points). The internet is split between several different channels including news or newspaper websites/apps, social media, news feed sites such as Google News, Apple News, Feedly etc. and email subscriptions or updates.

The third most trusted source of news is the radio on 15.2 per cent (down 0.7 per cent points) just ahead of news and newspaper websites/apps on 13.7 per cent (up 1.3 per cent points). Newspapers in printed format have dropped 2.2 per cent points to 9.5 per cent. Only five per cent (up 0.8 per cent points) consider social media their most trusted source of news.

Most trusted sources of news – 2020 Vs. 2018

Commenting on the findings, Roy Morgan CEO Michele Levine said: “As the world increases its levels of digital communication, one could be forgiven for thinking ‘traditional media’ is being left behind. However, the latest  research from Roy Morgan , which specifically focuses on the use of, and trust in, news sources clearly shows that TV remains Australians’ most trusted source of news – and while the internet is now the most common source of news for Australians, TV is still one of Australians’ main sources of news. Additionally, large portions of the population continue to rely on radio and newspapers for their news.

“The proliferation of new digital media such as ‘social media’ in recent years coupled with the era of ‘fake news has put a premium on ‘trust’ in media. Traditional media channels such as TV, radio, and newspapers that have built a high degree of trust over many decades do retain an advantage against new digital media.  However, over the last two years Roy Morgan has revealed Internet channels are increasingly being relied upon to provide trusted sources of news.

“Although younger generations have a higher degree of trust in the internet including social media, 42 per cent of 25-34yr olds and 36 per cnet of people under 25 trust the internet as a source of news compared to only 16 per cent of 50-64yr olds and just eight per cent of people aged 65-plus, indications are that the level of trust in media generally is set to remain under pressure.

“In this challenging environment with Australians looking for the truth  about the latest developments concerning COVID-19, government enforced lockdowns and the search for a vaccine to deal with the pandemic it is crucial for traditional media brands which have established their online presence to maintain and develop the trusted relationship their audiences have with those brands,” Levine commented.

Please login with linkedin to comment

Roy Morgan

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]