A trusted source
Survey shows consumers stick with tradition
MORE than half of Australians still choose newspapers and traditional media to give them news they can trust.
The seventh annual Deloitte 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 in 10 people worry 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 from 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 be- coming increasingly prepared to pay for content with subscription video on demand (SVOD) growing across every age group,” Ms Alcorn said.
But the huge choice means our screen time is spread thinly, with streamed video, social media and web browsing equally taking up attention.
“People on average are watching more on their devices,” Ms Alcorn 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 impairs their ability to filter fact from fiction.”
Official June figures from emma – Enhanced Media Metrics Australia – revealed the total audience of The Courier-Mail and Sunday Mail increased by 231,000 to 2.599 million readers.