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Social media has emerged as the primary source of news and information for young Britons, according to new research from Ipsos in partnership with JOE media. The study reveals a significant generational divide in media consumption habits, with 16-34 year-olds overwhelmingly turning to digital platforms while older demographics remain loyal to traditional sources.
The research found that 56% of young men and 60% of young women aged 16-34 obtain the majority of their information about current events from social media. YouTube ranks as the second most popular source among this demographic (16% for young men and 9% for young women), followed closely by television (14% and 15% respectively).
This stands in stark contrast to the habits of Britons aged 55-75, who continue to rely heavily on television (60%) and radio (13%) for their news consumption. According to Ipsos iris data, YouTube, Facebook, and Instagram have the highest reach among those aged 15-34.
The study also uncovered a notable trust gap between young men and women regarding digital platforms. While 72% of young men expressed trust in YouTube, only 47% of young women shared this confidence. Similar disparities were observed across other digital mediums, with 71% of young men trusting social media compared to 53% of young women, and 63% of young men trusting podcasts versus 44% of young women.
Despite their reliance on digital platforms, young Britons harbor significant concerns about misinformation. A striking 79% of 16-34 year-olds (81% of young men and 77% of young women) worry about false information in the content they consume. This concern is more prevalent among younger generations than the British public overall (72%) and significantly higher than among those aged 55-75 (67%).
The research also highlights the addictive nature of social media, with 45% of young men and 41% of young women acknowledging their addiction to these platforms. This is considerably higher than the national average of 25%.
Content preferences reveal distinct gender differences among young Britons. Young men gravitate toward sports-related content (58%) and hobby-related materials (48%), while young women show greater interest in cooking videos (55%) and shopping content (43%).
Richie Jones, Chief Client Officer at Ipsos in the UK, emphasized the significance of these findings: “Our latest research with JOE media highlights a significant shift in how young Britons, especially young men, are consuming information. Social media and digital platforms have become the primary ways that young people consume news, which reflects broader societal changes in the way we communicate and seek out information.”
Jones also acknowledged the complex challenges this shift presents: “While it’s positive that young men are engaging with content that aligns with their interests, the ongoing issues of trust and misinformation highlight critical challenges for our society.”
The findings come as part of Ipsos and JOE media’s Modern Masculinities campaign, which aims to provide an evidence-based picture of modern masculinity and dispel myths surrounding young British men.
Ava Santina, Political Correspondent at JOE media, stressed the responsibility this places on content creators: “These insights underscore the pivotal role social media plays in shaping public opinion and cultural narratives today. As digital media creators, we must ensure the integrity and accuracy of the content we deliver.”
The research was conducted via the Ipsos Omnibus, which interviewed a representative sample of 2,474 online British adults aged 16-75 between August 29 and September 3, 2025. The data was weighted to match the profile of the population.
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10 Comments
The gender gap in trust of digital platforms like YouTube is an intriguing finding. I wonder what factors might be contributing to this disparity and how it could impact the way young women consume and engage with news content online.
That’s a great observation. Further research into the underlying reasons for this trust gap could yield valuable insights to help address potential biases or issues facing young women in the digital media landscape.
It’s concerning to see young Britons placing so much trust in social media for news, given the prevalence of misinformation online. However, the generational divide in media consumption habits is an interesting trend to observe.
I agree, the reliance on social media for news among younger demographics is worrisome. Media literacy education could help address this issue and encourage more critical consumption of online information.
The findings highlight the need for more robust digital media education and critical thinking skills to be integrated into school curricula. Equipping young people with the tools to discern fact from fiction online should be a top priority.
Absolutely. Promoting digital literacy and responsible social media use is crucial to empower the next generation of news consumers and ensure they can make informed decisions.
The divergence in news sources between younger and older Britons is quite stark. It speaks to the rapid digital transformation taking place and the need for traditional media to adapt to changing audience preferences.
You raise a good point. Legacy media outlets will need to find ways to stay relevant and engage younger viewers, while also maintaining the integrity and reliability of their journalism.
Social media’s dominance as a news source for young Britons is both a blessing and a curse. On one hand, it democratizes access to information, but on the other, it exposes users to increased risks of misinformation and manipulation.
Agreed. Navigating this double-edged sword will be crucial for younger generations as they develop their news consumption habits and media literacy skills.