Old media is still valued in stream world
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.”