Etude : la confiance qu

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Key0Learni4ngs Tru1st in N4ews Fa3ke Ne0ws Int0roducti6on Distri1butin8g News The Fu3ture o6f News Inter0est in8News Mone2tizing4News Final T4hough2ts and key considerations Key learnings Interest in News SURGING APPETITE FOR NEWS DRIVEN BY 18-34s: Among news audiences in general, 39% are using a greater number of news sources in 2017 than 2016. This rises to 49% among 18-34 year-olds, who are also the group accessing news across the largest number of sources. ONLINE NEWS AND TV DOMINATE AS THE NEWS MEDIA OF CHOICE: At 78%, the proportion of news audiences who consume news online (via any platform) is now comparable to the proportion watching news on broadcast TV channels (76%). Among 18-24s, the proportion consuming news via social media is the same as the proportion watching it on TV channels (67%). NATIONAL NEWSPAPER BRAND AUDIENCES ARE DISPLAYING A STRONG INTEREST IN POLITICS: 72% of national newspaper brand audiences (across any platform) are interested in politics vs 59% of news audiences in general. News is as viable a content ofering as it ever has been, particularly among 18-34 year-olds. News organisations are well positioned to capture the audience attention that advertisers demand.

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Publié par
Publié le 07 novembre 2017
Nombre de visites sur la page 144
Langue English
Signaler un problème
Key0Learnî4ngs
Tru1st în N4ews
Fa3ke Ne0ws
Int0roductî6on
Dîstrî1butîn8g News
The Fu3ture o6 News
Inter0est în8News
Mone2tîzîng4News
Fîna T4hough2ts and key consîderatîons
Key earnîngs
Interest în News
SURGING APPETITE FOR NEWS DRIVEN BY 18-34s:
Among news audîences în genera, 39% are usîng a greater number o news sources în 2017 than 2016. Thîs rîses to 49% among 18-34 year-ods, who are aso the group accessîng news across the argest number o sources.
ONLINE NEWS AND TV DOMINATE AS THE NEWS MEDIA OF CHOICE:
At 78%, the proportîon o news audîences who consume news onîne (vîa any patorm) îs now comparabe to the proportîon watchîng news on broadcast TV channes (76%). Among 18-24s, the proportîon consumîng news vîa socîa medîa îs the same as the proportîon watchîng ît on TV channes (67%).
NATIONAL NEWSPAPER BRAND AUDIENCES ARE DISPLAYING A STRONG INTEREST IN POLITICS:
72% o natîona newspaper brand audîences (across any patorm) are înterested în poîtîcs vs 59% o news audîences în genera.
News îs as vîabe a content oferîng as ît ever has been, partîcuary among 18-34 year-ods. News organîsatîons are we posîtîoned to capture the audîence attentîon that advertîsers demand.Fînd out more on page 8
Trust în News
TRUST IN NEWS - A FUNDAMENTAL OF DEMOCRACY UNDER THREAT:
Whîe neary three quarters o news audîences beîeve that accuracy în journaîsm îs key to a heathy democracy, ony 56% trust that what they read îs true and not ake “most o the tîme.”
TRUST IN MAINSTREAM NEWS BEATS ONLINE:
Prînted news magazînes are the most trusted news source (72% o consumers o thîs news medîa type rate them posîtîvey), cosey oowed by 24-hour TV news, teevîsîon news buetîns and programmes, radîo buetîns and natîona newspapers. Conversey, just 33% o those who consume news on socîa medîa agreed that ît ‘provîdes news ï can trust’.
PROVIDING IN DEPTH COMMENTARY AND ANALYSIS IS A KEY DRIVER OF TRUST:
Provîdîng în depth commentary and anaysîs îs the key unctîona drîver o trust în news. Prînt magazînes, natîona newspapers and 24 hour news channes are rated best or provîdîng în depth commentary and anaysîs.
Trust în journaîsm îs crucîa to how news audîences vîew the word. Maînstream news has the saîence to engage news audîences through edîtorîa întegrîty and quaîty content.Fînd out more on page 14
Dîstrîbutîng News
DISTRIBUTION vs DESTINATION STRATEGY REMAINS CRITICAL:
42% o news audîences vîsît news sîtes or apps dîrecty, whîe dîscovery o content dîstrîbuted through socîa medîa comes a cose second at 36%. Neary two thîrds o socîa news consumers do notîce whîch news organîsatîon provîdes the content they are readîng socîay.
PARTICIPATION AND ACCESS DRIVE SOCIAL NEWS:
43% consume news socîay to access a wîde varîety o news sources, whîe 40% do so to take în very dîferent vîews to theîr own.
SHARING THE NEWS INDISCRIMINATELY IS A SIGNIFICANT HABIT:
Whîe sharîng storîes îs a key news actîvîty on socîa medîa, 18% have shared a story ater ony readîng the headîne and not the content.
Opportunîtîes are beîng created or maînstream news pubîshers and dîgîta patorms aîke as a resut o news audîences’ appetîte to share and partîcîpate în the conversatîon around the news. News organîsatîons must weîgh up the beneIts o extendîng reach of-patorm agaînst the monetîzatîon opportunîtîes o brîngîng audîences on-patorm. Fînd out more on page 18
Monetîzîng News
THE FINANCIAL PREDICAMENT OF NEWS ORGANISATIONS IS A REAL CONCERN FOR MANY:
44% are concerned that some news organîsatîons may go out o busîness, meanîng ess choîce or them. Thîs rîses to over ha (52%) o 18-34 year-ods.
THE ANSWER? LOOK TO UNDER 35s:
42% o 18-34 year-ods paîd or onîne news content în any orm în the past year, amost doube the proportîon among those aged 35+ (22%). Younger audîences are în genera more sympathetîc to the îdea, and twîce as îkey to ee a sense o duty to support îndependent journaîsm.
TRUST INCREASES PROPENSITY TO PAY FOR NEWS:
Among those who trust newspaper brands, 26% pay or an ongoîng subscrîptîon to an onîne news servîce (rom any source), compared wîth 17% o news audîences overa.
The sense o duty that younger audîences have to pay or onîne news at the rîght prîce poînt must be capîtaîsed upon to convert them rom one-of payments to ongoîng subscrîbers.Fînd out more on page 24
Fake News
TRUST IN MAINSTREAM NEWS HAS SUFFERED LESS THAN DIGITAL SPECIALISTS IN THE WAKE OF FAKE NEWS:
24% say that they wî trust coverage o poîtîcs and eectîons ess în maînstream news as a resut o becomîng aware o ake news (18% wî trust ît more, and 59% the same as beore). For socîa medîa the Igures are starker: 58% wî trust ît ess în the wake o ake news.
THERE IS NO CONSENSUS ON THE DEFINITION OF FAKE NEWS:
58% o news audîences beîeve that ake news îs a story that has been deîberatey abrîcated by maînstream news organîsatîons, whîe ony 42% beîeve ît to be a story that has been put out by someone pretendîng to be a news organîsatîon.
US AND BRAZIL MOST LIKELY TO BELIEVE FAKE NEWS HAS INFLUENCED OUTCOME OF THEIR OWN ELECTIONS:
The majorîty o US and Brazîîan news audîences beîeve that ake news has împacted the resuts o eectîons în theîr own countrîes, whîe those în the UK and France ee that ît has had more împact outsîde theîr own countrîes.
Maînstream news organîsatîons must everage theîr reputatîon and trusted status to gîve news audîences the conIdence they need to tacke ake news, whîe dîgîta patorms must rebuîd trust by provîdîng users wîth the toos to îdentîy abrîcated storîes.Fînd out more on page 30
Future o News
CREDIBLE SOURCES, REGULATION AND TECH TO SIFT THE FAKE FROM THE TRUE:
44% beîeve that audîences choosîng to access more credîbe news content îs the most efectîve way to tacke ake news.
APPETITE FOR PERSONALISED CONTENT AMONG YOUNGER AUDIENCES:
53% o 18-34 year-ods want news content personaîzed based on what they have prevîousy read.
LIVE AND EXCLUSIVE: THE FUTURE OF NEWS VIDEO AND TV ONLINE:
63% watch onîne news vîdeo to access excusîve content that they can’t see on TV.
Fake news presents a tremendous opportunîty or maînstream news organîsatîons to assert the întegrîty and credîbîîty o theîr journaîsm. New storyteîng technîques and content deîvery mechanîsms wî enabe quaîty content to thrîve. Fînd out more on page 36
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Introductîon
The shîtîng and nuanced nature o audîence reatîonshîps wîth news has never been o so much commercîa and socîa împortance to news organîsatîons, audîences, advertîsers and governments as ît îs today.
The goba news îndustry îs caught în a perect storm o deIcîts: a deIcît o attentîon as consumer medîa consumptîon habîts are ragmented across mutîpe devîces and channes; a deIcît o revenue as prînt cîrcuatîon and advertîsîng decînes and dîgîta revenue îs syphoned of towards încreasîngy domînant onîne payers; and most împortanty a deIcît în trust as evîdenced by the seîsmîc poîtîca events o the past tweve months and the proîeratîon o ake news onîne.
However, out o thîs perect storm comes a host o new opportunîtîes or news organîsatîons: opportunîtîes to provîde news audîences wîth the credîbe and trusted content that they crave, whîe engagîng wîth younger, socîay-engaged audîences whose medîa consumptîon habîts are amost unrecognîzabe rom those o prevîous generatîons. Wîth neary ha o 18-34 years ods usîng a greater number o news sources în 2017 than în 2016, decîsîons on how to monetîze and dîstrîbute news în a way that satîsIes thîs burgeonîng demand are o paramount împortance.
Whîe ake news îs technîcay ar rom a new phenomenon – propaganda and spîn have been around or centurîes ater a – îts modern încarnatîon în the orm o abrîcated news storîes created by bogus news organîsatîons proîerates rapîdy vîa socîa channes. The demonstrabe împact that ake news has had on recent eectîons and reerendums across the gobe has brought îts înLuence înto sharp ocus.
Our research shows that ake news has had a ar more detrîmenta împact on trust în onîne ony and socîa medîa than ît has on maînstream news organîsatîons, wîth the atter ceary havîng a greater reputatîon or producîng quaîty content and subsequent reserves o trust on whîch to draw. ïn act prînted news magazînes come top or trust, wîth 72% o those who consume thîs news medîa type ratîng them hîghy on thîs metrîc versus just 33% who do so or socîa medîa. However, the înLuence o ake news extends beyond shapîng consumer attîtudes and opînîons. ït has spawned a new breed o cîck-baît artîces that exîst wîth the soe purpose o generatîng page împressîons (enabed by the 18% o socîa medîa
news consumers who have shared a story ater ony readîng the headîne and not the content), ad împressîons, cîck-throughs and ad revenue, îrrespectîve o the Inancîa împact on quaîty news organîsatîons and concerns around brand saety or advertîsers.
ït îs în thîs sense that the îssue o trust în news needs to be expored more hoîstîcay. Fake news îs a rea îssue but ît îs merey one aspect o a broader narratîve or news organîsatîons as they ace a precarîous baancîng act between uIîng theîr socîa purpose and monetîzîng theîr audîences as efectîvey as possîbe în the new dîgîta economy. Whîe 53% o 18-34 year-ods who have accessed news onîne în the past week want news content personaîzed based on what they have prevîousy accessed, two-thîrds o onîne news consumers worry that personaîzatîon înhîbîts the breadth o content that they accessed. Thîs shows that no strategîc dîstrîbutîon decîsîon îs straîghtorward or news organîsatîons and each comes wîth îts own trade-of.
Thîs study examînes how audîences în the US, France, Brazî and the UK are consumîng news rom both a behavîoura and attîtudîna poînt o vîew. ït wî expore the themes o trust în the news and how thîs reates to news monetîzatîon, dîstrîbutîon and brand perceptîon. News engagement, patorm usage and how personaîzatîon and curatîon înLuence our strength o reatîonshîp wîth the news are a topîcs that wî be touched upon.
A mutî-country consumer survey
Thîs report ocuses on an 8,000-strong survey o news audîences spît eveny between the UK, US, France and Brazî. The întervîews were conducted onîne by Kantar between the 2nd and 10th June 2017. The majorîty o anaysîs în thîs report ocuses on average scores across the our countrîes, however, where sîgnîIcant regîona dîferences are noted, these have been hîghîghted.
News audîences are deIned as anyone who had read/seen/heard the news at east once în the past week. Theîr proIe and correspondîng demographîc quotas or recruîtment were determîned usîng data rom Kantar Medîa’s TGï consumer survey în each regîon.
Natîona newspaper brands are deIned as the entîre olîne and onîne pubîshîng patorms o what were once seen to be maînstream prînt newspaper pubîshers.
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Interest în the News
The news agenda o the ast eîghteen months has been caîmed by many to have îgnîted a resurgence în engagement wîth current afaîrs that has a too oten been mîssîng în recent years. Yet whîe the iercey contested eectîons în the US, UK and France have undoubtedy domînated theîr respectîve medîa andscapes, îs thîs assessment o renewed înterest în the news accurate?
Fast Facts
SURGïNG APPETïTE FOR NEWS DRïVEN BY 18-34s:
Among news audîences în genera, 39% are usîng a greater number o news sources în 2017 than 2016. Thîs rîses to 49% among 18-34 year-ods, who are aso the group accessîng news across the greatest number o sources.
ONïNE NEWS AND TV DOMïNATE AS THE NEWS MEDïA OF CHOïCE:
At 78%, the proportîon o news audîences who consume news onîne (vîa any patorm) îs now comparabe to the proportîon watchîng news on broadcast TV channes (76%). Among 18-24s, the proportîon consumîng news vîa socîa medîa îs the same as the proportîon watchîng ît on TV channes (67%).
NATïONA NEWSPAPER BRAND AUDïENCES ARE DïSPAYïNG A STRONG ïNSTEREST ïN POïTïCS:
72% o natîona newspaper brand audîences (across any patorm) are înterested în poîtîcs vs 59% o news audîences în genera.
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Interest în the News
1. Surgîng appetîte or news drîven by 18-34s
ïnterest în the news îs on the rîse among news audîences, wîth neary two în Ive usîng more news sources în 2017 than they were în 2016. Thîs trend has prîmarîy been drîven by younger audîences wîth neary ha o 18-34 year-ods recordîng an încrease în sources used. Natîona newspaper brand readers are aso dîspayîng a hîgh commîtment to news and overa ît îs cear that more than ever there seems to be an însatîabe appetîte or keepîng up to date wîth word events.
Fîgure 1.1a: How number o news sources used has changed
Questîon: Thînkîng about the ways în whîch you access the news, whîch o the oowîng îs true? Base: News audîences = 8000
News audîences across the our countrîes use an average o our dîferent types o medîa or news each week (e.g. out o TV, radîo, prînt, onîne etc…), whîe or natîona newspaper brand audîences, thîs Igure încreases to 5.4. Natîona newspaper brand consumptîon îs a cear îndîcator o news appetîte overa.
Age îs a actor when ît comes to repertoîre, wîth the average number o medîa types used beîng ower or oder audîences. Whîe there îs no partîcuar demographîc group that has reported an overa reductîon în news sources used în the ast tweve months (perhaps suggestîng that tak o Iter bubbes restrîctîng news consumptîon mîght be over-hyped), there îs a cear îndîcatîon that enthusîasm or news content îs beîng încreasîngy drîven by the 18-34 year od age group.
Fîgure 1.1b: Average number o medîa types used or news
Questîon: Whîch o the oowîng have you used în the past week as a source o news? Base: News audîence în a markets (n=8000); sub-group bases a >1000
Impîcatîons
News îs as vîabe a content oferîng as ît has ever been, commandîng the consumer attentîon that brands and advertîsers crave. ïncreased partîcîpatîon rom younger voters în the 2017 UK eectîon, or exampe, poînts to a word 1 where Generatîon Z îs engagîng wîth current afaîrs topîcs across a wîde range o estabîshed and new medîa outets provîdîng excîtîng opportunîtîes or news organîsatîon to capîtaîse on thîs trend.
Thîs îs good news or medîa owners seekîng proo poînts to market theîr premîum audîences (în thîs case, 18-34 year-ods who are hîghy engaged and attentîve în quaîty contexts) to advertîsers. Ad measurement and verîIcatîon înîtîatîves that prove the vaue o campaîgns runnîng în quaîty contexts wî încreasîngy provîde the data needed to trade such audîences at the premîum they deserve.
2. Onîne News & TV domînate as the News Medîa o Choîce
Onîne news, în a îts varîous orms, îs the medîum o choîce or news audîences. 78% access news vîa any onîne patorm, whether the websîtes or apps o maînstream newspapers, TV and radîo organîsatîons, or through onîne ony news channes or socîa medîa. As can be seen în the chart beow, thîs trend îs drîven by 18-34 year-ods, 92% o whom are accessîng onîne news, vs 61% o 55+ year-ods.
Whîe over three-quarters aso use TV (eîther news buetîn shows or 24 hour news channes), natîona newspaper organîsatîons– at 46% - hod a hîghy reevant posîtîon în the news consumptîon andscape, athough socîa medîa îs now vîrtuay comparabe.
Fîgure 1.2a: Types o medîa used or news în the ast week, by age (%)
Questîon: Whîch o the oowîng have you used în the past week as a source o news? Base: News audîence în a markets (n=8000), news audîence aged 18-34 în a markets (n=2700), news audîence aged 35-54 în a markets (n=2980), news audîence aged 55+ în a markets (n=2320)
The popuarîty o onîne news amongst younger audîences has seen news organîsatîons that may typîcay be consîdered nîche overa, grow and deepen reatîonshîps wîth thîs core demographîc. Whîe ony 4.2% o onîne news consumers overa use Vîce onîne or exampe, thîs Igure îs doube or 18-34 year ods – an age group whîch accounts or 80% o Vîce’s onîne audîence overa.
Onîne news consumptîon îs a truy mutîpatorm experîence wîth news audîences across the our countrîes covered în thîs report accessîng vîa aptop, desktop, smartphone and other mobîe devîces. Younger audîences have a ar greater propensîty to use mobîe than oder audîences wîth 81% o 18-34 year-ods accessîng news thîs way vs 30% o 55+ year-ods.
Fîgure 1.2b: Devîces used to access news content în the ast week
67%access the news on a aptop / desktop
58% access the news on a smartphone
26%access the news on a tabet
Questîon: Whîch o these devîces have you used to access news în the ast week? Base: News audîence în a markets (n=8000)
“Mobîe Irst” has been the mantra o many news organîsatîons or a ew years now, wîth many empoyîng edîtorîa content management toos that ensure journaîsts and edîtors are sense-checkîng how theîr storîes are read on mobîe beore any other patorm. Conscîous o the reatîonshîps that news audîences have wîth theîr mobîe devîces, Googe and Facebook have întroduced ast oadîng artîce ormats (AMP and ïnstant Artîces respectîvey) that attempt to satîsy consumer demand whîe doîng justîce to maînstream news organîsatîons’ edîtorîa brands, urther drîvîng growth în mobîe news consumptîon.
Impîcatîons
The mutî-patorm content consumptîon habîts o news audîences are now an accepted eature o the medîa andscape, yet at the same tîme cross-patorm measurement, both o medîa and advertîsîng, îs stî the exceptîon rather than the norm. News organîsatîons that do not have the uxury o expansîve cross-devîce
1= Generatîon Z are deIned as those born between the mîd 1990’s and mîd 2000’s
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