Gen Z Embraces Influencers for News, Despite Fake News Concerns: Traditional Media Still Reigns Supreme
In an era dominated by digital platforms, the way people consume news is rapidly evolving, particularly amongst younger generations. A recent Ipsos UK survey conducted for Anthropy reveals a significant shift in news consumption habits, with young Britons increasingly turning to online influencers for their daily dose of information. While traditional media, especially television, maintains its stronghold as the most trusted news source, this trend underscores the growing influence of social media personalities in shaping public discourse. However, this rise of influencer-driven news comes with its own set of challenges, with concerns about the prevalence of “fake news” and misinformation running rampant amongst both young people and the wider public.
The study highlights a stark generational divide in news consumption patterns. While television news remains a staple for older demographics, with 65% of those aged 55 and over tuning in daily, its appeal dwindles amongst younger audiences. Only 34% of 18-34 year olds watch television news every day, a stark contrast to the older generation. This decline is mirrored by the burgeoning popularity of online platforms, particularly social media. Data from Ipsos’ Iris platform reveals that 15-24 year olds in Britain spend an average of 122 hours and 57 minutes on social media each month – the equivalent of five full days, or an entire working week. This constant connectivity creates a fertile ground for influencer marketing and news dissemination, directly impacting the way young people engage with current events.
Despite the increasing reliance on influencers for news, traditional media continues to command higher levels of trust. Television reigns supreme as the most trusted news source for 79% of Britons, including a significant majority (76%) of 16-34 year olds. Online news sites and platforms garner trust from 74% of this younger demographic, followed by radio and podcasts (73%). Newspapers and magazines lag slightly behind with 66% trust amongst young people. This enduring faith in established media outlets likely stems from their perceived commitment to journalistic standards, editorial oversight, and fact-checking processes.
The same cannot be said for online influencers, whose credibility appears to be significantly lower. Only 31% of the general British population place a great deal or a fair amount of trust in news from online influencers. However, this statistic jumps to 47% amongst 16-34 year olds, highlighting a significant disparity in how different generations perceive influencer credibility. Interestingly, despite this relatively higher level of trust amongst young people, a whopping 77% of them acknowledge the prevalence of “fake news” and misinformation in influencer-generated content. This suggests a complex relationship between trust, consumption, and awareness of potential bias or inaccuracies in information disseminated by influencers. This could indicate that while young people may find influencers engaging and relatable, they also maintain a healthy skepticism about the veracity of the information they share.
The pervasiveness of “fake news” is a major concern across all media platforms, but anxieties are particularly heightened when it comes to online influencer content. Three-quarters (74%) of Britons believe that “fake news” is prevalent in online news from influencers. Interestingly, despite being significantly more likely to both consume and trust influencer-generated news, 77% of 16-34 year olds also express concerns about the prevalence of fake news in this sphere. Concerns about misinformation also extend to other platforms, with 55% believing it’s prevalent on online news sites, 46% on newspapers and magazines, and approximately 38% on both radio, podcasts, and television. This underscores a widespread public anxiety regarding the accuracy and reliability of news across the board in today’s digitally driven information landscape.
The Ipsos survey also sheds light on what audiences value most in news sources and what steps could be taken to bolster trust. Across all media types, the most commonly cited improvements desired by Britons are increased impartiality, a clear separation between fact and opinion, and more rigorous fact-checking of news stories. Ensuring accuracy and the relevance of news to people’s lives were also highly ranked. These findings underscore the importance of transparency, accountability, and journalistic integrity in building and maintaining public trust in an increasingly fragmented and turbulent media landscape. As Kelly Beaver, Chief Executive of Ipsos in the UK and Ireland, observes, these findings highlight the ongoing need for news providers, whether traditional media outlets or online influencers, to prioritize accuracy and transparency to navigate the evolving media landscape and maintain public trust. The research strongly suggests that restoring faith in news hinges on a renewed commitment to fact-based reporting, impartial analysis, and demonstrable efforts to combat the spread of misinformation.