Roughly two-thirds of consumers are making an effort to search for news sources they trust, according to new research by Teads, the outstream video provider and video ad marketplace.
Having surveyed 16,000 consumers across eight countries, the company found that 75% of respondents were keen to look for trustworthy news site due to the recent rise in fake news.
The majority of respondents said they read the news up to five times per day. British consumers are mostly reading the news in the morning – in print format or online – and again in the evening via TV.
The study also found that 51% of Brits preferred to read their news on mobile devices. Those aged 35-44 years were more likely to read online news compared to other age groups.
Emily Brewer, Head of UK Publishing at Teads, said:
“This research shows that consumers are valuing news more than ever. Quality journalism is a crucial part of the free web and we are proud to be collaborating with many publishers contributing to this in the UK. We know that sustaining innovative and non-intrusive ad experiences is key to supporting publishers, and with our combined reach, we are able to be stronger than the sum of our parts.”
Online and TV were the media sources that resulted in the strongest attention being paid.
At the same time, social media is deemed the least trusted news source for both content and ads. Despite 62% of consumers reading social media news content, just 11% actually trust brand ads on the media platform. Indeed, 28% believe social media to sensationalise content, whilst 26% say that social media is often fake.
Interestingly, TV is a more trusted and thus more well-remembered source of advertising compared to other media sources. However, for younger audiences (16-24 years), online was the top medium to trust and remember ads.
Almost half of consumers (45%) consider quality of ads a key factor.
“Now more than ever, our readers rely on us to deliver quality reporting from trusted sources,” said Scott Deutrom, Chief Digital Revenue Officer at ESI Media. “At the same time, like many publishers, we rely on the revenue we receive from advertising and are happy to see this study reinforce that consumers value news content and ultimately, trust the advertising they see within this type of content.”