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Established News Media Maintains its Stronghold as the Most Trusted News Source Amid Shifts in News Consumption Habits

Kaiser & Partners’ 2024 data reveals changing news consumption patterns with an overwhelming number (84%) of respondents citing at least one way they fact-check news read on social media

TORONTO--(BUSINESS WIRE)--In its fourth annual survey on trust and credibility in news sources, Kaiser & Partners, an Earnscliffe Strategies Company (K&P), highlights the resilience of established news media as the most trusted source of information with almost three in five (59%) respondents agreeing. The findings also reveal a generational shift towards diverse platforms while reinforcing the continued dominance of traditional outlets.



Highlights

  • Over half (56%) of respondents in Canada say the way they consume news has changed over the past year, with the most cited changes being an increase in online news from established news sources (25%) and watching more broadcast TV news (20%). This trend is especially notable among Gen Z and Boomer respondents.
  • For the fourth consecutive year, established media (i.e., newspapers/online newspapers, broadcast news, radio) remains the source of information that all generations find the most credible. This is perhaps one of the catalysts of change noted above.
  • Three in five (62%) respondents say that recent changes to news media have caused them to trust it less. The top factors eroding trust are political or celebrity influencers on the news (33%), paid/advertorial content (31%), and algorithm-fed newsfeeds (31%).
  • When it comes to news on social media, most respondents (84%) say they use at least one means of fact-checking, such as finding other articles to confirm information (32%), finding the original source (23%), or vetting the credibility of the person sharing the information (20%).

Trust in Established News Media Rises Across Canada

For the fourth consecutive year, established news media remains the top source for credible news with nearly three in five (59%) respondents agreeing. Almost half (45%) of Gen Z respondents find established news media amongst the most credible sources compared to nearly a quarter (22%) of Gen Z respondents who said they found information from experts on social media to be the most credible (the highest among generations). It’s clear younger Canadians are increasingly turning to online platforms but still demonstrate a growing appreciation for credible, fact-checked journalism.

“Trust is foundational in the media, and Canadians are showing us that established journalism remains vital,” said Janine Allen, president at Kaiser & Partners. “However, with evolving consumption patterns and increasing access to diverse platforms, communicators need to meet audiences where they are, while maintaining credibility and integrity.”

About a third of respondents in Canada pointed to three main causes of trust erosion: political or celebrity content in the news (33%), the prevalence of paid or advertorial content from organizations (31%), and algorithms that tailor news feeds (31%). Gen Z and Millennial respondents – that is, those from generations with higher reported rates of social media usage – are more likely to say that algorithms influencing results on their feeds (35% each) is causing them to trust media less.

Navigating Social Media in the Age of Misinformation

With the rise of social media as a main news source, an overwhelming number (84%) of respondents have cited at least one way of fact-checking information they see on these platforms. Methods include seeking corroborating articles (32%), verifying the original source (23%), or evaluating the sharer’s credibility (20%). But not all generations have the same reflexes when it comes to fact-checking, with Boomers being the most likely to say they would just ignore information if they feel it is fake (22%) or that they do not fact check news on social media at all (14%). Gen Z respondents, for their part, are more likely to cross-reference using other social media sources (15%) or speaking to their friends or family (18%).

The Impact of Bill C-18

Canada’s Online News Act and the resulting Meta news ban have notably reshaped the information ecosystem with over half (56%) of respondents saying the way they consume news on social media has changed, impacting where they check on Canadian or international news. Nearly one in five (20%) respondents say they’ve increased reliance on traditional media for Canadian news, with Boomers (25%) leading this trend. Meanwhile, Gen Z respondents are adapting by turning to alternative platforms like Reddit and TikTok, reflecting a generational divide in how the law has influenced news habits.

In terms of international news, over half (56%) of respondents stated that their consumption had changed in the wake of Bill C-18, but the way this change occurs varies across generations. Younger respondents were more likely to say they decreased their international news consumption (14% of Gen Z and 15% of Millennials compared to 6% of Boomers) and admit that they were less aware of global events (13% of Gen Z and Millennials each, compared to 4% boomers) as a result of these changes.

Looking Ahead

As social media use grows, particularly among Gen Z, the divide between traditional and digital platforms will continue to shape the media landscape. Despite challenges, the enduring credibility of established news media suggests an unabated demand for rigorous, fact-based journalism.

“Canadians of all ages are navigating an evolving news environment,” Allen continued. “The findings highlight opportunities for the media and communications industry to innovate and rebuild trust, ensuring accessibility and reliability in today’s digital age.”

About Kaiser & Partners

Founded in 2011, Kaiser & Partners Inc., an Earnscliffe Strategies company, quickly became Canada’s leading public relations and communications agency. With practitioners operating across Canada, the agency offers clients a full suite of bilingual, strategic communications services across industry sectors. Visit the agency’s website at www.kaiserpartners.com.

About the Survey

The survey, conducted by Earnscliffe Strategies’ opinion research team, was in field from November 28 to December 1, 2024, and engaged a representative stratified sample of 2,018 respondents living in Canada (with an effective national sample size of 1,875) who are members of Leger’s LEO panel. For comparison purposes only, a survey of this size would have a margin of error of +/- 2.3% at a confidence level of 95%.


Contacts

Media Inquiries:
Carrie Pala
carrie.pala@kaiserpartners.com
613-408-2846

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