Customers’ trust in printed newspapers and magazines has risen in comparison to social media and online news sources, according to a new study from retail analyst Kantar.
The Trust in News survey shows social media and digital-only news platforms have sustained reputational damage as a result of fears raised over ‘fake news’ during the recent UK and US election cycles.
It reveals 58.3% of respondents trust social media less than before the June election – while 28.3% trust printed news magazines more.
Printed newspapers, meanwhile, appear largely unaffected, with 68% saying their trust in national newspapers remains the same and 69% saying they trust local newspapers the same.
The research shows printed magazines are the most trusted news source in the UK, with 65% saying they trust them, while 57.5% said they trust printed newspapers, making them the fourth most trusted source behind 24-hour TV news channels and radio news.
Just 28.9% said they trust social media as a news source, 35.8% said they trust messaging apps and 45.1% trust online-only news outlets.
John Vine, of Newsworld in Church Stretton (pictured), told RN he had noticed a change in the trust customers appeared to have in news headlines, but added the popularity of current affairs magazines such as Private Eye and The Spectator had remained high ahead of the last UK election.
“Donald Trump definitely sells newspapers and magazines,” he said.
Meanwhile Gerald Thomas, of Arcade News in Ammanford, South Wales, said he noticed different levels of trust depending on the customer.
“Some people tell me they have read them from cover to cover and seem to believe every word but others only skim the headlines,” he said.
Across all respondents to the survey, 40% had purchased a newspaper in the last week, but where the respondents reported they had ‘trust in newspapers’ this increased to 56%.