British television remains the most trusted news source, but younger audiences are increasingly turning to online influencers for their daily news, according to a new Ipsos UK survey conducted for Anthropy. This trend persists despite widespread recognition of misinformation risks in influencer content.<\/p>\n
The survey, presented at Anthropy’s National Gathering on March 27, reveals that half of all Britons watch television news daily, solidifying its position as the dominant news medium. However, significant age disparities exist in consumption habits, with 65% of those aged 55 and over watching TV news daily compared to just 34% of 18-34 year-olds.<\/p>\n
Online news sites rank as the second most popular news source overall, with 35% of respondents using them daily, followed by radio and podcasts at 26%. The data paints a picture of a changing media landscape where traditional and digital platforms compete for audience attention.<\/p>\n
Trust metrics show television maintaining a strong lead, with 79% of Britons expressing a great deal or fair amount of trust in TV news. Radio and podcasts (73%), online news sites (68%), and newspapers and magazines (66%) follow behind. The findings suggest that despite digital disruption, established media institutions continue to command public confidence.<\/p>\n
Perhaps most striking is the generational divide in attitudes toward influencer content. While only 31% of Britons overall trust online news from influencers, this figure jumps to 47% among 16-34 year-olds. More revealing still, 55% of younger people report consuming influencer news every day, making it a staple of their media diet.<\/p>\n
These consumption patterns are particularly significant in light of additional data from Ipsos’ Iris platform, which shows 15-24 year-old Britons spending an average of nearly 123 hours on social media monthly\u2014equivalent to five full days or an entire working week.<\/p>\n
Paradoxically, even as younger audiences increasingly turn to influencers for news, they remain skeptical about its reliability. A substantial 77% of 16-34 year-olds acknowledge that “fake news” is prevalent in influencer content\u2014a figure even higher than the 74% of the general population who express the same concern.<\/p>\n
This awareness of misinformation varies across platforms. Beyond influencers, 55% of respondents believe fake news is prevalent on online news sites, 46% say the same about newspapers and magazines, and 38% identify misinformation concerns on both radio and television.<\/p>\n
When asked what would increase trust in news sources, respondents consistently identified three key factors across all media types: greater impartiality with fewer opinions in coverage, clearer distinction between fact and opinion, and more rigorous fact-checking. Additionally, relevance to people’s lives and general accuracy were highlighted as important trust factors.<\/p>\n
Kelly Beaver, Chief Executive of Ipsos UK and Ireland, emphasized the implications of these findings: “While traditional media outlets, particularly television, continue to be seen as the most trusted sources for news, our research shows a clear divide, with over half of younger Britons consuming news from influencers every single day.”<\/p>\n
Beaver added, “These findings highlight the importance of transparency and accuracy in news reporting to maintain and build public trust in an increasingly fragmented and turbulent media landscape.”<\/p>\n
The research underscores a complex media environment where young consumers simultaneously embrace influencer content while recognizing its limitations. This contradiction presents challenges for traditional news organizations seeking to engage younger audiences and for digital platforms working to address misinformation concerns.<\/p>\n
The Ipsos survey involved 1,176 adults aged 18-75 across Great Britain, conducted online between March 14-17, 2025. The data was weighted to match the profile of the general population.<\/p>\n","protected":false},"excerpt":{"rendered":"
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