Tomorrow’s News 2017 unveils some of the key news consumption shifts in the last 12 months, looks at what’s influencing news attitudes and behaviours, and what the future holds.
Based on a global survey of 1,711 Reuters.com users, the findings also show that – in the year the media became the headline – while fake news can be damaging for both news brands and advertisers, brands which advertise on trusted news sites can benefit. The findings include:
- 83% tend to trust well-known news brands and always check the accuracy of shared news from other sources (up 6% on 2016).
- 87% agree that it is damaging for a brand to advertise on a news site associated with a fake news story.
- Trustworthy content is the number one factor that makes online news brands appealing (57% agreed).
- 57% agree that they have a more favourable opinion of a brand if it advertises on a trusted news site (rising to 60% among those in director level positions).
- 54% believe they are more likely to respond to an advert if it appears on a trusted news site.