Reuters Institute Digital News Report 2020- Key Findings

Each year Reuters Institute Publications publishes insightful and in-depth stories thought their annual Digital Reports, about important subjects around the globe. The 2020 Digital Report was about politics, climate change and of course the on-going subject of the Covid-19 pandemic. This report is based on data collected by a survey of more than 80,000 people in 40 markets. Their mission is to actually study how Journalism is being consumed in a range of countries.

Methodology

In order to conduct the research, they collaborated with YouGov and used a questionnaire that runs from the end of January 2020 to the beginning of February 2020. They used date of age, education, region and gender and they also used the given census/industry accepted data. They managed to avoid the devaluation of the data quality by excluding people who did not consume any news for the past month. This specific category was about 3%. So the results that came up had to do only with people who are called as “online populations” and are those who choose online means for their information at least once a month, because not everybody has access to online information or they might be less affluent or have limited formal education. In order to avoid invalid data in general they also suggest not comparing results between countries without caution and for that reason they have also marked countries with lower internet penetration or less representative online samples with an asterisk (*) in the table at the end of this section. For example, the “online population” in Norway is about 98% of their population but in Mexico it is only two-thirds (66%). In South Africa just 55%, in Kenya includes only those aged 18–54 due to difficulties in reaching older people online. So the above elucidation was absolutely necessary. Even though that, as it is mentioned above, they used industry data some survey results might not be matched with them. This occurred simply because industry data are sometimes based on different methodologies such as web-tracking, a technique that submits data under limitation.

They also conducted two additional surveys. The first one was in February and was once more in collaboration with YouGov. The methodology that was used is similar to the one applied for the main survey and the aim was to study the pay for online news. The second additional survey took place in April and was conducted with cooperation of the Misinformation, Science and Media project run by the Reuters Institute in collaboration with the Oxford Internet Institute and support from the Oxford Martin School was investigating the impact that the Covid-19 had on the media consumption in six different countries. In order to make those data comparable to the DNR they had to exclude those people who use news less than once a month.

Methodology wise, this time they used open questions and some user comments have been drawn from these and were used in the text.

Executive Summary and Key Findings

The data in this survey was collected before the Covid-19 virus hit many of the countries that are included. So it was crucial to get a sense of the updated facts and repeat key parts of their survey in six countries (UK, USA, Germany, Spain, South Korea, and Argentina) in early April. So this year’s report is based on data from six continents and 40 markets and aims to cast light on the key issues that face the industry at a time of unprecedented uncertainty.

The results, before and after the virus burst, in all six countries showed that the mainstream media consumption was substantially increased. Many people seem to trust television news as their main source of information, whereas consumption of printed newspapers has fallen as lockdowns undermine physical distribution. Subsequently, it is safe to declare that we are shifting to an all-digital future.

WhatsApp saw the biggest growth in general with increases of around 10% in some countries, while 51% of them used some kind of open or closed online group to connect and share information. As of April 2020 people’s trust in the media’s coverage of Covid-19 was more than twice the level for social networks, video platforms, or messaging services when it came to information about the pandemic.

From their wider dataset collected in January results showed that people worry a lot about misinformation. Specifically, Facebook is seen as the main channel for spreading false information almost everywhere but WhatsApp is seen as more responsible in parts of the Global South such as Brazil and Malaysia. In their January poll across countries, 38% of the people said they trust most news most of the time but 46% said they trust the news they use themselves. Political polarization is as well linked to rising uncertainty. Ιn terms of percentages, 52% declare that they would prefer them to prominently report false statements from politicians rather than not emphasize them (29%). People also appear to be less comfortable with political adverts via search engines and social media than they are with political adverts on TV. Specifically, 58% would prefer platforms to block adverts that could contain inaccurate claims.

It has also been observed a significant increase in payment for online news in a number of countries including the United States 20% (+4) and Norway 42% (+8), with smaller rises in a range of other markets. The most important factor for those who subscribe is the distinctiveness and quality of the content. However, a very high proportion (40% in the USA and 50% in the UK) of people are described as non-subscribers and they claim that nothing could persuade them to pay.

In most countries, local newspapers and their websites remain the top source of news, reaching 44% weekly. But they noticed that Facebook and other social media groups are now used on average by around 31% for local news and information.

Across all countries just 28% prefer to get informed via a website or app. Across age groups, use of Instagram for news has doubled since 2018 and looks likely to overtake Twitter over the next year. In the United States 21% access a news email weekly, and for almost half of these it is their primary way of accessing news. In Northern European countries only 10% using email news. But in contrast, the usage of podcasts has grown significantly in the last year. It is possible that coronavirus lockdowns may have (temporarily) reversed this trend. Across countries, 50% of the respondents admit that podcasts provide more depth and understanding than other types of media. Meanwhile, Spotify is overtaking Apple’s podcast app.

The uplift in TV and social media was experienced across all age groups, with under-35s proportionally showing the biggest increase in use of television as well as for using social media to access news. At the same time commercial media is also significantly increased as there are many examples of innovations in data journalism and other visual formats online to help explain the crisis.

Their April 2020 survey found the news media were considered to have done a good job in helping ordinary people understand the extent of the crisis- 60%.

Additionally, 32% thought that the media have exaggerated the severity of the situation. The percentages in the United States and Argentina were higher (38% and 41% respectively).

Regarding the usage of social media during the worldwide health crisis, according to April results across the six surveyed countries, 24% used WhatsApp to find, discuss, or share news about COVID-19. Around 18% joined a support or discussion group with people they didn’t know on either Facebook or WhatsApp specifically to talk about COVID-19 and 51% took part in groups with colleagues, friends, or family. Finally one in ten accessed closed video chats using platforms like Zoom, Houseparty, and Google Hangouts — many for the first time.

Regarding the trust in the news media globally, as the coronavirus hit, we observed overall levels of trust in the news at their lowest point. In a direct comparison with 2019 they conclude that 38% trusts most news, where 46% trusts the news that they themselves use. Also the differences between the countries under research are obvious from Finland and Portugal where 56%, 24% in Taiwan, 23% in France, and 21% in South Korea. It is impressive that just six countries now have trust levels of more than 50%.

The survey date also indicated that, across countries, young people are also less likely to favor news with no point of view. But in general, most people like to mix news that they can trust with a range of opinions that challenge or support their existing views. People still turn to trusted mainstream brands at times of crisis but they also want authentic and powerful stories, and are less likely to be convinced by ‘he said, she said’ debates that involve false equivalence.

Ιn terms of numbers, 56% of their data sample across 40 countries is still concerned about what is real and fake on the internet .Concern tends to be highest in parts of the Global South such as Brazil (84%), Kenya (76%), and South Africa (72%). Lowest levels of concern are in less polarized European countries like the Netherlands, Germany, and Denmark. The biggest increase in concern came in Hong Kong this year (+6) and also in Finland (+4).

Investigating people’s trust in media in deeper lengths, their research revealed that Domestic politicians are seen as most responsible (40%) for false and misleading information online, followed by political activists (14%), journalists (13%), ordinary people (13%), and foreign governments (10%).

As for the channels of misinformation, social media (especially Facebook) and messaging apps (e.g. WhatsApp) are the top sources of concern by most countries worldwide. The COVID-19 pandemic although, created big steps to digital literacy in order to oppose this fact as misinformation kept spreading allover the world for this topic and it is only hoped to be kept in that way. The digital literacy is also expected to political ads, as in in November 2020 the US presidential election was about to take place. Media users expect the media companies to filter the political ads or even block them, to eliminate the misinformation as possible.

The pandemic brought changes in every field and media companies had to change their business model in order to keep up. A significant amount of publications started working with subscriptions and memberships and as a result, paid media spread around the world in models that both worldwide and local news publishers adopted. The advertising revenue is making its downfall and subscription, membership and donation models are up to the rise, so that media companies (worldwide and local) won’t follow along this downfall.

To stay connected with the audience, publishers are trying to reach them via email newsletters by creating a loyalty tactic, although the audience has turned their attention for content to apps and especially podcasts. Podcasts are very popular among young millennials and generation Z who choose to consume the news via them, with Spotify being the leading app.

The mobile is the most used device for most countries and the content which is easier to consume it through is stepping up. Podcasts, videos and instant messaging apps are the most preferable ways to consume the news and every other informational elements. This happens because reading often gets harder through the smartphone screen and users are finding alternatives that serve them best.

2.1 How and Why People are Paying for Online News

For now the impact of coronavirus pandemic is not completely clear regarding the payment levels for online news. The interest for news soared near the beginning of the crisis triggering an optimism for a following rise in paid subscriptions. The same time it is difficult for many people to make ends meet and they may avoid spending money on news. For that time being financial issues accelerate the publishers’ need to bring in money through the online corridor. We should also take into consideration that with advertising revenue shrinking fast, more publishers are asking readers to pay. This year we took a more detailed look at online news subscriptions. To do this, we used a separate online survey in three countries. In Norway, paying for online news is more widespread than in any other market in our survey, at around 45%. In the US, paying for online news is relatively common (20%) people mainly have access to one of a small group of prominent brands most people only have access to paid news from one brand, creating winner-takes-most dynamics.

Should we focus on the motivations for paying for news, we will see that they are complex. Firstly, a sense of scarcity and creating a feeling that news could be worth paying for attracts people. Secondly, convenience and value with perceived benefits for the society seems to motivate subscribers. Overall, distinctiveness and quality of the content is the most significant factor for subscribers. Users in the US are more likely to say that they are willing to help fund good journalism. Around 80–90% of people paying with their own money think they are at least somewhat likely to still be paying for access this time next year. We observe a high proportion (40% in the US and 50% in the UK) who say that nothing could persuade them to pay. Content, experience, price and convenience are some of the key factors that could make the difference.

2.2 The Resurgence and Importance of Email Newsletters

Email newsletters appear to be an emerging tool for publishers in an attempt to cultivate a strong and direct connection with users. Email can be helpful to forge habit and loyalty among users, which is of paramount importance for innovative business models such as subscription and membership.

A first look at consumption across countries can reveal noticeable differences. According to the survey, there are some worth mentioning proportions that accessed news via email in the last week: 28% Belgium, 22% Greece, 21% USA. Across 21 countries, where we asked detailed questions around email news, we find that daily updates are the most popular type (60%) of email. Many have also developed ‘pop-up’ newsletters to provide depth on a big ongoing story like coronavirus or the 2020 US presidential election. Newsletters tend to be free to all, allowing content to be sampled with the hope that engaged readers can then be converted into subscribers.

Publishers like the Wall Street Journal and the Financial Times try to get new subscribers to take up email newsletters in the first few weeks because the data show that this increases engagement, which in turn reduces churn. According to the Reuters Report, many customers appreciate morning and evening briefings because they are easy to skim and save time, while others like the tone of voice and humor that can be provided by a personality guiding though the news every day — like a television anchor.

In a nutshell, email news remain one of the most important tools available to publishers for building habits and attracting the type of customers that can help with monetization.

2.3 How do People Want the Media to Cover Politics?

Since the field of media has been transformed in recent years, so has the interaction between politics and journalism. Platforms like social media and video sites offer the chance for direct communication to politicians with their public. This allows politicians to largely avoid media control — the cost they used to afford to get their message across — arguably shifting the balance of power, giving politicians the confidence to re-establish their relationship with the media. There are three main issues arising regarding the way that people want the media to cover politics. Firstly, whether the media should report false statements from politicians, where people interested in news believe that they should be reported prominently. Secondly, it is worth mentioning that users are skeptical about political advertising on platforms, with only 41% approval. Finally, there are debates about the way that social media platforms handle political adverts containing dubious information. These are difficult questions and no response can satisfy everyone, maybe there should be implemented various policies, depending on the at the time matter.

2.4 Global Turmoil in the Neighbourhood: Problems Mount for Regional and Local News

How does Covid-19 pandemic affect regional and Local news?

Despite the difficulties regional & local news companies face due to the pandemic, Covid-19 crisis has also shown how much local news still matter to people. Why do local news media still matter? Because people try to learn through these channels about issues that are concerning the area in which they are located. For example, they use local media to get informed about the spread of the virus in their area as well as hear the advice of the local government. In addition, local media seem to be more reliable as it is often considered to provide journalism that is more trusted and less partisan than national publications.

While local news businesses have struggled in their move to online, other regional and local actors have made use of digital infrastructures to establish direct contact with their relevant communities. During the COVID-19 crisis local Facebook groups stepped up their game as they helped to drive support for local businesses affected by the pandemic. Data show that these alternative providers are indeed competing strongly. However, traditional local news sources still lead overall, with 71% of all those surveyed across countries relying on offline and online services offered by traditional local news media.

Local news media remain important to people in different neighborhoods. Across all countries, 37% of those that use local TV say they would miss it a lot and a further 41% would miss it somewhat. We see similar results for local newspapers with 35% saying they would miss them a lot and 43% saying somewhat.

Although local media seem to have the audience’s support, this doesn’t seem to guarantee their survival over time. They still have to work towards change. According to Reuters Digital News Report 2020, the long-term survival of local news will therefore depend on finding new sustainable business models, attracting the next generation of users, and moving faster towards online content and engagement. At the same time, professionally curated journalism for local areas still matters, offering orientation to readers and reflecting local interests. Local news organizations will have to prove themselves creative and courageous in order to quickly react to an ever-changing technological environment.

2.5 How People Access News about Climate Change

Although Covid-19 has been the most important issue for the media to present since the beginning of the pandemic, climate change still concerns the public worldwide. On average, across all markets, around 69% of respondents stated that they consider climate change to be an extremely or very serious problem. According to the data presented in Reuters Digital News Report 2020, people pay far more attention to television when it comes to climate change than to other forms of media. Online news sites of major news organizations are the second most popular news source across all markets. Based on the data given, the survey respondents also seem to pay attention to specialized outlets covering climate issues (13%) as well as alternative sources such as social media and blogs (9%). Printed newspapers and radio are even less important as a source of news than conversations with friends and family.

As reported in the Reuters Digital News Report 2020, while television is more prevalent among respondents over the age of 35, alternative sources such as social media and blogs are more popular among younger groups. 18–24s are three times as likely to access alternative sources of news around climate change when compared to over-55s. It is important to stress that, as well as following activists and influencers, younger groups are also using a wide range of different sources in combination with mainstream media.

The report states that around a third (32%) of those who believe that climate change is not serious or not serious at all state that they do not pay attention to news about climate change. Only 20% of those who say that climate change is not serious rely on television news compared with 37% of those that take it more seriously. Those who do pay attention but are still skeptical are less likely to use mainstream media but just as likely to use alternative sources such as social media when compared with those that are more concerned.

How do people feel the media are doing in covering the issue and informing the public? According to the report, across markets around half (47%) say that the news media do a good job in providing accurate information about climate change. By contrast, those who say the problem is not serious are far more likely to think the media are doing a bad job (46%) than a good job (16%).

All of this is challenging for news organizations in terms of catering for different audiences and producing content in new formats. There is also a new level of competition with influencers and celebrities where journalists are now just one source amongst many. Some media organizations are responding to these trends by taking a clearer stand.

What happens in Greece?

According to the data given, the media market in Greece is characterized by “online fragmentation, a changing and polarized TV market, a print sector in crisis and one of the highest uses of social media for news”. It seems that smartphones are now used to access news more often than computers for the first time and the media remain widely distrusted by Greeks, with few outlets seen as independent from political or business interests. Less than a third (30%) trust the news they use themselves. According to the Reuters Digital News Report 2020, many of the popular Greek sources such as SKAI News and Newsbomb are also the least trusted.

Content curated by : Elena Chalari, Dimitris Elafropoulos, Kelly Mavraki Konstantina Nikolopoulou

Data source: https://www.digitalnewsreport.org/ & https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2020-06/DNR_2020_FINAL.pdf