Old me­dia is still val­ued in stream world

The West Australian - - OPINION - Matthew Benns

More than half of Aus­tralians still choose news­pa­pers and tra­di­tional me­dia such as tele­vi­sion to get news they can trust, a sur­vey shows.

The sev­enth an­nual Deloitte’s Me­dia Con­sumer Sur­vey re­vealed how trusted me­dia brands and paid-for news were en­dur­ing amid an ex­plo­sion of on­line me­dia and en­ter­tain­ment con­tent.

“You have got a co­hort of con­sumers in Aus­tralia who still value a news sub­scrip­tion,” Deloitte man­ag­ing part­ner Niki Al­corn said. Where peo­ple are will­ing to pay for news, it is be­cause they value the qual­ity jour­nal­ism and in­tegrity of the news provider.”

More than six out of 10 re­spon­dents said they were wor­ried about fake news. “It is more likely in times of cri­sis and doubt con­sumers would go to and are more likely to opt for brands they trust,” Ms Al­corn said.

The sur­vey quizzed 2000 Aus­tralians aged 14 to 70-plus to un­cover the chang­ing way we are con­sum­ing me­dia. “Aus­tralians stream an av­er­age of 13.5 hours of video each week and we are be­com­ing in­creas­ingly pre­pared to pay for con­tent, with sub­scrip­tion video on de­mand grow­ing across ev­ery age group,” Ms Al­corn said.

But the huge choice means our screen time is spread thinly as streamed video, so­cial me­dia and web brows­ing take up at­ten­tion equally.

“Peo­ple on av­er­age are watch­ing more on their de­vices,” she said.

“But with the en­ter­tain­ment world now at our fin­ger­tips, peo­ple are find­ing it harder to de­cide what to watch, how and where.”

In­stead couch pota­toes are multi-task­ing, with 91 per cent of Aus­tralians of­ten watch­ing TV and tap­ping away on so­cial me­dia at the same time.

“They are not com­pletely en­gaged or in­volved in the task at hand,” Ms Al­corn said.

“If they are not be­ing fully at­ten­tive I think it is im­pair­ing their abil­ity to fil­ter fact from fic­tion.”

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