A new study from Wunderman Thompson, University of Melbourne and Pollfish, in collaboration with the World Health Organisation, has provided insight into how Millennials and Gen Z have been using social media to navigate the COVID-19 pandemic,
The study surveyed 23,5000 people aged between 18 and 40 from around the world to identify which sources are most trusted when it comes to gathering news and information.
It found that mainstream media is still the top source for information, with 43.6 per cent of respondents turning to national news media.
Next was search platforms (36.2 per cent), followed by international news media (35.2 per cent) and social media content (34.5 per cent).
The results also showed that Gen Z and Millennials are on high-alert for false news, with 59.1 per cent of respondents were very aware that COVID-19 information on social media and messaging platforms could be false. Additionally, 35. per cent of respondents ignore content that they find out to be false.
Justin Peyton, Chief Strategy & Transformation Officer APAC, Wunderman Thompson added: “With COVID vaccine’s now being made available in different regions, it feels more important than ever that people get information that is both true and trusted. The research here has given us great insight into how trust can be impacted depending on who is delivering the message as well as other factors. I believe and I hope that the significance and scale of this research helps us to find the best ways to connect as the world continues to need trusted voices from partners like the WHO.”
Thomas Brauch, Chief Data Officer APAC, Wunderman Thompson said: “We continue to learn more about the prevalence and negative impact of misinformation on communities and citizens to effectively address global challenges like COVID. This research, covering 24 countries, adds to our understanding of how average people think about misinformation, ways they try to avoid or counter the effect, and provides guidance on addressing and overcoming a growing sense of scepticism people have in finding truthful and reliable sources.”
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