Shifting Sands of Online News Consumption: 2018 Digital News Report Unveils Key Trends
The digital landscape continues to evolve at a breakneck pace, and the consumption of news is no exception. The 2018 Digital News Report, a comprehensive survey spanning 37 countries and over 74,000 participants, reveals a significant shift in how people access and engage with news online. After years of steady growth, social media platforms, particularly Facebook, are witnessing a decline in their role as news sources, while messaging apps and other avenues are gaining traction. This shift underscores the dynamic nature of online news consumption and the ongoing search for trusted and engaging news experiences.
One of the most striking findings is the receding tide of social media as a primary news source. In key markets like the United States, the United Kingdom, and France, the use of social media for news has dipped noticeably. This decline is largely attributed to a decrease in news discovery, posting, and sharing on Facebook. Concurrent with this trend is the rise of messaging apps like WhatsApp as preferred channels for news dissemination. Users are increasingly seeking more private and less combative spaces to share and discuss news, finding the enclosed environments of messaging apps more conducive to these interactions. This trend is particularly pronounced in countries like Malaysia and Brazil, where WhatsApp penetration is high, but is also becoming increasingly evident in European nations like Spain and Turkey.
The report also sheds light on the pervasive issue of trust and misinformation in the digital age. Globally, trust in news remains relatively stable, but the source of that news plays a crucial role in perceived credibility. While trust in personally chosen news sources remains relatively high, trust in news encountered via search engines or social media platforms is significantly lower. This highlights the challenge news organizations face in establishing trust in an environment saturated with information from diverse and often unverified sources. The concern over discerning real news from “fake news” is widespread, particularly in countries with polarized political climates and high social media usage. This underscores the need for greater media literacy and critical thinking skills among news consumers.
The responsibility for combating misinformation, according to the majority of respondents, lies with both publishers and platforms. This reflects the understanding that the problem is multifaceted, encompassing biased or inaccurate reporting from mainstream media as well as deliberately fabricated content. Interestingly, there is a notable appetite for government intervention to address the issue of “fake news,” particularly in Europe and Asia. However, this sentiment is less prevalent in the United States, reflecting differing perspectives on the role of government in regulating online content.
The 2018 report introduces a novel focus on news literacy, revealing a correlation between higher levels of news literacy and distinct news consumption habits. Individuals with greater news literacy demonstrate a preference for established newspaper brands over television news and exhibit more discerning use of social media for news. Moreover, they express greater caution regarding government intervention in combating misinformation, suggesting a more nuanced understanding of the complexities involved.
Brand trust emerges as another key theme, particularly in light of Facebook’s move to incorporate trust scores into its algorithms. The report identifies a clear pattern: established brands with a broadcasting background and long-standing heritage tend to enjoy higher levels of trust, while popular newspapers and digital-native brands often face greater skepticism. This underscores the importance of building and maintaining trust over time, a challenge particularly acute for newer digital news outlets.
Beyond these overarching trends, the report highlights several other notable developments. News apps, email newsletters, and mobile notifications continue to gain prominence as channels for news delivery, although concerns about message overload are also emerging. Paywalls are gaining traction in some markets, particularly those with a smaller number of publishers actively pursuing subscription strategies. However, in more fragmented media landscapes, free online news remains the dominant model. Alternative funding models, such as donations and memberships, are also gaining ground, especially among younger audiences.
Privacy concerns continue to fuel the use of ad-blocking software, while television remains a significant news source, albeit with declining viewership. The report also notes the reluctance of consumers to view news videos directly on publisher websites and apps, preferring third-party platforms like Facebook and YouTube. Podcasts are experiencing a global surge in popularity, driven by improved content and easier access, particularly among younger demographics. Finally, voice-activated digital assistants are rapidly becoming integrated into daily life, offering new opportunities for news audio consumption.
The 2018 Digital News Report provides a valuable snapshot of the evolving news ecosystem. The decline of social media as a primary news source, the rise of messaging apps, the persistent challenge of misinformation, and the growing importance of news literacy all point to a dynamic and complex landscape. As technology continues to advance and consumer habits shift, news organizations must adapt and innovate to maintain relevance and build trust in an increasingly fragmented information environment. The findings of this report underscore the need for ongoing research and analysis to better understand the evolving dynamics of news consumption in the digital age.
