Media Tracker: Trust in the UK media

Media Tracker: Trust in the UK media

How much do people trust what they read and how much does the method of delivery affect that trust? In the wake of the ‘fake news’ phenomenon, the 2017 edition of KPMG and Markit’s annual Media Tracker reveals concerns over the accuracy of the news on social media.

David Elms

Head of Media

KPMG in the UK


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Fifty percent of respondents to our survey of 2,000 UK adults said they were concerned with the accuracy of news they read online. However, just 12 percent said they were not worried by the issue.

Last year’s Media Tracker focused on the rise of adblockers. This year, we investigated the rise of ‘fake news’ and the decline in trust of the UK media.


What is the impact of ‘fake news’ on the media industry?

Our survey, conducted by Markit, polled respondents on their attitudes towards the news they consume. How much do they trust what they read and how much does the method of delivery affect that trust?

As more and more people adopt social media as their primary source of news, how can media companies adapt their business model to cope with new threats and capitalise on new opportunities?

Highlights of the report include:

  • Nearly half (46 percent) of under 35s are concerned about the accuracy of what they read on social media;
  • Only 14 percent of consumers believe news in their social media feeds challenges their views;
  • People living in London (57%) and Scotland (56%) expressed the most concern over the truthfulness of online news;
  • TV is considered the most trusted media source, with social media as the least. 


Read the full Media Tracker - Trust in the UK media report. 

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