Pa­pers are still most trusted for real news

The Daily Telegraph (Sydney) - - News - MATTHEW BENNS

MORE than half of Aus­tralians still choose news­pa­pers and tra­di­tional me­dia like TV 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 out of 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 70plus 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 (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 is im­pair­ing their abil­ity to fil­ter fact from fic­tion.”

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