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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.
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.
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.
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.
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.
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—equivalent to five full days or an entire working week.
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—a figure even higher than the 74% of the general population who express the same concern.
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.
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.
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.”
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.”
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.
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.
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12 Comments
Interesting to see younger audiences shifting towards online influencers for news, despite concerns about misinformation. It highlights the challenge of maintaining trust in traditional media as digital platforms gain more influence.
You’re right, it’s a concerning trend that could contribute to the spread of fake news if not addressed properly. Platforms and influencers need to prioritize fact-checking and transparency.
The findings highlight the challenges traditional media faces in an increasingly fragmented and digital-first news landscape. Adapting to changing audience habits while maintaining journalistic integrity will be an ongoing balancing act.
You’re right, it’s a delicate balance. Legacy media must find ways to stay relevant and build trust with younger generations without compromising standards of accuracy and objectivity.
The survey results emphasize the need for news consumers, especially young adults, to be more discerning and critical when engaging with influencer content. Cultivating media literacy is crucial to navigating the modern information ecosystem.
Absolutely. Developing the skills to identify reliable sources, fact-check claims, and detect potential biases or misinformation should be a priority for educators and policymakers.
While the shift towards online influencers for news is concerning, it’s not entirely surprising given the broader cultural trends. Maintaining trust in traditional media outlets will be key, but so will improving digital literacy and critical thinking.
Well said. This is a complex challenge that requires a multi-pronged approach to ensure the public has access to accurate, trustworthy information from a diverse range of sources.
The data confirms the continued dominance of TV news, though the rise of online sources is notable. It will be crucial for news providers to adapt and build trust with younger, digital-savvy audiences.
Absolutely. Bridging the generational divide in news consumption will be key for maintaining an informed citizenry in the digital age.
While it’s troubling that younger adults are relying on influencers who may spread misinformation, I’m not surprised given the broader shift towards social media as a primary news source. Educating the public on media literacy is vital.
Good point. Improving critical thinking skills and the ability to identify credible sources will be crucial to combating the spread of fake news, especially among young people.