Data from the Reuters Digital Media Report 2022 shows that among users of social media platforms, TikTok took over Snapchat and Telegram in 2021 and 2022 respectively, across the world. It is the fastest growing platform among all social media channels. In 2021, only five per cent of the global audience was using TikTok and this number has grown to 16 per cent in 2022. Snapchat audience decreased by one per cent to 12 per cent while Telegram has seen an increase of five per cent with new global audience of 12 per cent.
The table shows change in audiences using Snapchat and TikTok
|TikTok||5 per cent||16 per cent||11 per cent|
|Snapchat||13 per cent||12 per cent||-1 per cent|
Social media usage has also increased throughout the world.
Trust in BBC falls by 20%
Data mentioned in the report also shows that the average level of trust in news networks globally has reduced by eight points from 50 per cent to 42 per cent in a year. Moreover, in the UK, the proportion of people not trusting BBC has increased from 11 per cent to 26 per cent while the proportion trusting BBC has fallen by 20 per cent.
The attached graph shows how the UK audience’s trust in the BBC has dwindled over time.
Another important thing to notice is that TikTok is not just being used for fun videos. It is also emerging as a new player in the news ecosystem. More and more people are turning to TikTok for their news. It has also taken over Snapchat for news as well.
|TikTok||1 per cent||7 per cent||6 per cent|
|Snapchat||3 per cent||2 per cent||-1 per cent|
Audience is less interested in news
Globally, the interest of people in news is falling. The proportion that says they are extremely interested in the news has fallen sharply over time. On average, in 2015, 67 per cent of global audiences was interested in the news while this number declined to 47 per cent in 2022 with a change of -20 per cent.
|Argentina||77 per cent||48 per cent||-29 per cent|
|Brazil||82 per cent||57 per cent||-25 per cent|
|Spain||82 per cent||55 per cent||-27 per cent|
|UK||65 per cent||43 per cent||-22 per cent|
|USA||68 percent||47 per cent||-21 per cent|
Consumers are avoiding the news
The report also says that 38 per cent of the audience actively avoided news in 2022. The audience becoming least interested in the news has been increasing from 2017 to 2022 in every country except for Italy. The attached graph shows the percentage of people staying away from news in different countries.
The most common reason for avoiding news is politics and Covid-19. Data shows that 43 per cent of users avoid the news because of excessive news regarding Covid-19 and politics. Moreover, 36 per cent of the audience thinks that the news has a negative impact on their mood.
People under the age of 35 struggle to understand news
People under 35 are also finding it hard to understand the news and it is causing them to avoid the news.
Younger audiences want journalists to express personal opinions
Data from the report shows that 46 per cent of the population between the ages of 18-24 do not want news channels to just report news on social media but want them to express their personal opinions alongside reporting news, while the opposite is true for people of age 55+. 57 per cent of older people want news channels to stick to reporting the news. The older the consumer, the more the proportion of them want journalists to stick to just posting news on social media.
Majority uses smart phones to access morning news
In most countries, the majority use mobile phones to access news in the morning with the highest percentage being 43 per cent in Norway. In most countries, the least used medium for news is print media. The 2021 report shows that the lockdown during Covid-19 proved to be a nail in the coffin for print media.
Younger audiences prefer watching the news rather than reading it
Although the significant majority still prefers reading news irrespective of age, data reveals that people aged 18-24 prefer watching the news (17 per cent) which is more when compared to older people (11 per cent for age above 55). The younger you are, the more you prefer watching the news rather than reading about it.
Key findings in Digital Media Report 2021
Data from the digital media report last year (2021) showed that the trust level for news reports in Asia-Pacific is no more than 50 per cent with the most being in Thailand. It is important to notice that the USA is reported to have a trust level of 29 per cent in the news, which is the lowest of all 46 countries selected for the report. The report says it is the aftermath of deep division over the US ‘stolen election reports’ and the killing of George Floyd.
To measure the trust level, people were asked to indicate if they trusted the news posted on social media,