digital news trends 2017 Each year Edelman partners with the Reuters Institute to launch its Digital News Report – a global study that explores the changing environment around news consumption. This year the report has expanded again – 70,000 people in 36 countries were interviewed making it the most comprehensive ongoing comparative study of news consumption in the world. The context for this year’s report continues to be struggling media business models and the use of platforms to access news but this year we have seen attacks on the institution of the media itself and increasing concerns about ‘fake news’. Trust in the media has collapsed as borne out by the findings in Edelman’s 2017 Trust Barometer. REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
Slide 51
Understanding this complex environment - how people use and relate to media, the content they are engaging with and the devices they’re using – ensures that we create campaigns on behalf of our clients that are relevant and effective. Here we outline some of the key findings that are affecting the way we need to communicate. Jo Sheldon – Media Strategy, Edelman UK
TRUST, FILTER BUBBLES AND ‘FAKE’ NEWS Trust and ‘fake news’ continues to be a major issue but the survey shows that generally the news media is perceived as doing a much better job of separating fact from fiction than social media. Globally 24% (18% UK) trust social media to do the job versus 40% (41% UK) for the news media.
PROPORTION THAT AGREE THE NEWS MEDIA/SOCIAL MEDIA DOES A GOOD JOB IN HELPING SEPARATE FACT FROM FICTION – SELECTED COUNTRIES 75%
News Media Social Media
50%
51
47
46
44
42
36
“ It’s a petri dish for ideological fake news.”
25%
24
41
40
28
38
33
27 20
15
20
18
24
28 19
REUTERS INSTITUTE FOR THE STUDY OFUSA JOURNALISM Male (32),
Slide 47
0%
CAN
IRE
SPA
GER
DEN
UK
AUS
USA
FRA
GRE
Q6_2017_1/2. Please indicate your level of agreement with the following statements - The news media/social media does a good job in
Although ‘fake news’ is a topic often spoken helping about,mefew outside seeing ‘invented’ news. distinguish fact the from U.S. fiction.can Base:recall Total sample in each country
Also while concerns about ‘Echo Chambers’ and ‘filter bubbles’ in social media are real for some, the report shows that on average users of social media, aggregators and search engines in fact experience more diversity of sources than non-users. More widely Trust in news varies across the 36 countries. The proportion that say they trust news is the highest in Finland (62%) but lowest in Greece and South Korea (23%). Trust in news has fallen seven percentage points in the UK since the Brexit referendum.
OVERALL TRUST IN NEWS MEDIA – ALL MARKETS 75%
50%
25%
0%
62 60 58
53
UK Trust down 7 percentage points
51
USA 53% trust sources they use
51 50 50 49 49 49 48 47 46 46 45 43 43 42 42 42 42 40 39 39 39 39 38
Hungary 54% trust sources they use
32
31
31 30 29 27
23 23
FIN BRA POR POL NLD SPA GER DEN CAN NOR MEX BEL CHL SUI IRE AUT UK JPN SWE HK AUS SGP TUR ARG ITA ROU CRO USA CZE HUN TWN FRA MYS SVK GRE KOR
Q6_2016_1/6. Please indicate your level of agreement with the following statements. - I think you can trust most news most of the time/I think I can trust most of the news I consume most of the time Base: Total sample in each market.
1
DIVIDED SOCIETY AND BIAS IN THE MEDIA Political polarisation and perceived bias in the media is driving mistrust. This year the report maps respondents’ political beliefs on a leftright spectrum against the online news sources they use. The mid point represents the mid-point of political opinion of respondents. The U.S. chart shows a deeply polarised media landscape compared to a similar chart for Germany where all the media brands are clustered around REUTERS FORlandscape THE STUDY OF JOURNALISM the centre.INSTITUTE The UK media is somewhat polarised with the BBC used relatively by those on the left, centre and right. However the polarising Brexit vote has increased distrust in the media with the BBC critiqued by both left and right.
Slide 49
“I USED TO TRUST AND VALUE THE BBC NEWS BUT NOW IT’S JUST A MOUTHPIECE FOR THE LIBERAL LEFTISTS.”
“EVEN THE BBC TENDS TO SUPPORT [A] FAR RIGHT WINGED PARTY NOWADAYS.” FEMALE (54), UK
MALE (52), UK
AUDIENCE MAP FOR THE TOP ONLINE NEWS BRANDS (INCLUDING NEW POLARISED NEWS BRANDS) – UK REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
Slide 48 The Canary
Guardian Online
BBC News Online
MailOnline
Right leaning audience
Left leaning audience Mid-point within country
Q1F. So about ‘l ‘centre’ and pol mind, w place yo followin of the fo you use ONLIN Please s Base: To Note: Re answere were exc
AUDIENCE MAP FOR THE TOP ONLINE NEWS BRANDS (INCLUDING NEW POLARISED NEWS BRANDS) – USA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
Slide 50
The so called ‘liberal media’
Yahoo! News
Fox News
Right leaning audience
Left leaning audience
Mid-point within country
Q1F. Som about ‘le ‘centre’ to and polit mind, wh place you following of the fol you used ONLINE Please se Base: Tota 2269. Not answered to Q1F we
AUDIENCE MAP FOR THE TOP ONLINE NEWS BRANDS – GERMANY Zeit Online
Bild Online
Right leaning audience
Left leaning audience N24.de
Mid-point within country
2
Q1F. So about ‘l ‘centre’ and pol mind, w place yo followin of the fo you use ONLINE Please s Base: To = 2062. who ans Q1F wer
Despite the bruising Brexit debate the BBC is the most used news brand in the UK. Importantly it is also perceived to be accurate and reliable by 70% of respondents and helpful for understanding complex issues by 63% TV, RADIO AND PRINT
TOP BRANDS
4 14 9 14
Huffington Post
Regional or local newspaper
15
Website of local paper
14
Sky News online
4 10
BuzzFeed News
5 8
12
4 10
MSN News
3 7
9
Telegraph online
3 6
C4 News
8
Independent online
3 6
The Times/Sunday Times
7
The Lad Bible
4 6
11
Metro
More than 3 days per week TV, radio & print
Commercial radio news
More than 3 days per week online brands
Mail online
16
Daily Mirror (& Sunday/Sunday People)
Weekly use online brands
7 14
The Sun (& Sunday) Daily Mail (& Sunday)
Weekly use TV, radio & print
Guardian online
23
Sky News
47 10
BBC News online
33
ITV News
% Weekly usage
ONLINE 67
BBC News (TV & radio)
London Evening Standard
5
Mirror online
3 6
Daily Telegraph (& Sunday)
5
Yahoo! News
3 6
The Guardian/Observer
4
The Sun online 3
The Express (& Sunday)
3
ITV News online 2 4
‘i’
3
Times online 2 4
5
ALSO Breitbart 2% The Canary 2%
There is evidence that people are actually avoiding the news – 29% regularly. Half of them (56%) because the news has a negative impact on their mood with 32% saying they can’t rely on the news to be true. In the US there has also been a ‘Trump Bump’ with online new subscriptions rising from 9% to 16% driven by under 35s and those on the left.
“ The Web has always been a place where anyone can find people with the same opinions as themselves but much of the debate now is around whether it’s just an accurate reflection of people’s deeply held beliefs or is playing an active role in helping drive even greater polarisation.”
Toby Gunton, General Manager, Edelman UK
REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
Slide 11
PEAK FACEBOOK? BUT NOT PEAK FACEBOOK INC. Over the years of tracking the Digital News Report the biggest change has been the growth of news accessed via social media sites like Facebook and Twitter but the reality is that, for most of us, social media are part of a mixture of different access points to news. In the U.S. for example twothirds of social media news users also watch television news, two-thirds also visit mainstream websites or apps. Only 2% say they only use social media for accessing news. Age is a significant factor in choice of access points most people combine a number of different sources and platforms.
MAIN SOURCE OF NEWS BY AGE – ALL MARKETS 80%
Younger
Older
55+
70% 60% 50% 40% 30%
45-54
64 58
45 39 33
29
25-34 35-44
15 10
Online (inc. social media)
18-24
24
21
10%
25-34
37
28
20%
0%
35-44
51
49
Social media
7
4
5
6 Radio
7
7
5
5
6
7
11
Printed newspapers
45-54 55+ TV
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: Aged 18-24/25-34/35-44/45-54/55+ that used a source of news in the last week: All markets = 7754/12,332/12,976/12,630/24,620.
3
18-24
This year, except for the U.S. (+5) and the U.K. (+6), growth in the use of social media for news seems to be flattening out. In most countries growth has stopped and in some markets, there have been significant declines. It could be market saturation, or relate to changes in Facebook algorithms which prioritise friends and family communication over professional news content.
SOCIAL MEDIA AS A SOURCE OF NEWS: 2013-2017 – SELECTED COUNTRIES 100%
Spain
Spain
Selected countries
USA
UK Japan France
Portugal
62% (-4)
Spain
58% (-2)
Germany Japan
Sweden
51% (-5)
Australia
46% (-6)
Austria
45% (-3)
France
38% (-2)
Germany
29% (-2)
UK USA
0%
2013
2014
2015
2016
66% (-6)
Germany
France
50%
Brazil
2017
Overall than half ofinall users (54%) across the 36allcountries stillTotal saysample they2013-2017 use social Q3. Which,however, if any, of the more following have you used theonline last week as a source of news? Please select that apply. Base: in eachmedia country. as a source of news each Note: 2014 data has been say estimated because of an issue with randomisation of news sources in the questionnaire. week. Some 14% social media is their main source. This year messaging apps for news are seeing a significant boost. The use of WhatsApp has jumped significantly to 15% globally. But there is a lot of market variation – Malaysia (51%) vs U.S. (3%) and U.K. (5%). The growth of messaging comes as an extra layer on top of social networking sites. About a third of respondents use two or more social networks or messaging apps in a given week. Facebook remains by far the most important network for news and as a company is well placed to benefit from any move to messaging with its ownership of REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM WhatsApp and Messenger. Across countries 80% use a Facebook product weekly. 54% for news.
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“ The rise of messaging apps generally isn’t new. However, using them as a source of news is less expected. This trend highlights the power of these apps for direct communications and shows the continued need for brands to think carefully about the role of these messaging platforms and the opportunities they offer.”
Toby Gunton, General Manager, Edelman UK
TOP SOCIAL NETWORKS AND MESSAGING APPLICATIONS – ALL MARKETS Social Networks
Messaging Applications
70%
47% YouTube
22% Instagram
10%
3%
14%
15% Facebook Messenger
8%
40%
36%
Snapchat
24%
6%
61%
9%
2% Viber
20%
2% At all For news
7%
4% 1%
Q12a/b. Which, if any, of the following have you used for any purpose/for news in the last week? Please select all that apply. Base: Total sample: All markets = 71,805. Note. Figure of 23% for the use of messaging apps for news does not include data from South Korea.
4
23%
use messaging apps for news weekly
At all For news
READER BECOMES EDITOR: THE PERSONALISATION OF NEWS News discovery on Social networks is often incidental but aggregation services that are more of a destination for news are growing. Apple News has been one of the biggest gainers over the past year even though it is only available in the U.S., U.K. and Australia along with Snap Chat Discover for 18 – 24 year olds. Google News is widely used across markets.
APPLE NEWS GROWTH
SNAPCHAT DISCOVER GROWTH
Weekly Reach 25% of iPhone users – 13% in 2016 (+12) 25% of iPhone users – 8% in 2016 (+17) 18% of iPhone users – 12% in 2016 (+6)
9% reach with 18-24s 75
14% reach with 18-24s
10% reach with 18-24s
23% reach with 18-24s
Launched Sep 2016
Launched Feb 2016
<1% with over 35s
12% in 2016
50
Spa
Jap
Fra
75
Spain Japan
Ger
Personalised Email has made a comeback in many markets. In the US, a quarter of people use email for news. Mobile news notifications have UK 2550 France grown significantly in the last year, especially in the US (+ 8 percentage points), becoming an important new route to content and giving a new lease of life to news apps.
Germany USA
“ If there is a lesson to be learnt from the ‘fake’ news issue it’s in looking at the low-cost approach to highly UK 25 Slide 25 targeted content marketing that was incredibly effective albeit 0utterly unethical. Many of the fictitious 2013 2014 2015 2016 2017 USA stories that claimed to be news were created by groups looking to financially gain from advertising revenues on content that attracted a mass audience. They succeeded by being very clear about who their audience was, putting exactly the right content in front of the and using the0 targeting tools that available 2013 2014 2015 are2016 2017 on the main social media platforms.” REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
Toby Gunton, General Manager, Edelman UK Despite these more personal routes to news discovery, social and search remain the most important gateways to online content alongside traffic coming direct to new websites and apps. Looking at preferred ways of getting to content globally, destination websites and apps (direct access) remain slightly ahead of search and social. But if you add together preferences for all other routes, two- thirds of web users (65%) are now using some sort of ‘side-door’ access to news. This rises to 73% for under-35s.
PREFERRED GATEWAY TO NEWS CONTENT – ALL MARKETS 50%
REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM 30%
32
Slide 31 20%
OTHER HEADLINES
Voice activated digital assistants like the Amazon Echo are emerging as a new platform for news, already outstripping smart watches in the US, UK, and Germany. Monetisation – Ad-blocking growth has stalled on desktop (21%) and remains low on smartphones (7%). Over half say they have temporarily disabled their ad-blocker for news in countries like Poland (57%), Denmark (57%) and the United states (52%)
25
23
10% 0%
Devices – Mobile marches on, outstripping computer access for news in an increasing number of countries. Smartphones are now as important for news inside the home as outside.
65% side door access (73% for U35s)
40%
6 Direct
Search
Social media
5
5
Mobile Aggregators alerts
Q10a_new2017_rc. Which of these was the **MAIN** way in which you came across news in the last week? Base: All who used a news gateway in the last week: All markets = 66,230
SMARTPHONE NEWS USE 2013-2017 – SELECTED COUNTRIES 75%
75%
Spain Japan
50%
France
50%
25%
0%
Japan France
Germany
25%
0%
Spain
2013
2013
2014
2014
2015
2015
2016
2016
UK
Germany
USA
UK USA
2017
2017
Q8B. Which, if any, of the following devices have you used to access news in the last week? Please select all that apply. Base: Total 2013-2017 sample in each country.
What do today’s trends tell us about what to look out for in years to come. Nic Newman, the Digital News Report’s author builds on this year’s data to look into the future. Watch here: https://youtu.be/k2QuZJUpxFk The full report can be viewed here: http://www.digitalnewsreport.org/
5
CHANGING DEVICE USE FOR NEWS 2014-2017 – USA 75%
75%
Smartphone or tablet