Latest research shows consumers’ deep ties to premium news content

Global Study Examines Differences in Perception Between Quality News Publications vs. Social Media

New research from Teads, the leading video ad marketplace, shows that due to the rise in fake news over 75% of consumers are far more likely to seek out news sources they trust.

Many of Teads’ top publishers lent their support to the research, which surveyed 16,000 consumers in February 2018*, including Trinity Mirror, Condé Nast Britain, Mail Online, Reuters and ESI Media.

At a glance:

  • Due to fake news, over 75 percent of consumers are more likely to seek out news sources they trust
  • 26 percent of consumers associate the word “fake” with social media
  • Only 11% of consumers trust advertising/branded content on social platforms
  • The findings demonstrate why quality journalism is a crucial part of a free and open web

The data also shows news continues to play a vital role in consumers lives, with the majority of consumers reading the news one to five times per day, leveraging mostly from online and TV news sources.

The findings additionally highlight how well people remember advertising on different platforms. On a global level, consumers remember and trust advertising from TV more than any other medium. Yet, when looking at the youth audience (16-24 years olds), online emerged as the top medium for which they trust and remember advertising.

Quality is crucial when it comes to advertising, with over 45% citing this as the biggest component impacting how well they remember ads.

*Teads commissioned independent market research company, Censuswide, to survey 16,000 consumers in February 2018. The respondents were polled from top markets across the globe who actively consume the news.