Social media most popular way of consuming news in UK, report finds

Social media are becoming the most common portal through which people in the UK read news, according to a survey by PR data specialist 72Point.

The survey of 7,500 'media consumers' highlighted how people's approach to consuming news has changed - instead of going to websites, people expect the news to come to them.

The most common way people do this is by following what their friends consider to be newsworthy in their social media feeds, with a third of respondents saying they only consumed media online.

The report found that more than a third (34 per cent) of people click through to news via social media.

Broken down by gender, Facebook, Pinterest and Instagram – the more ‘visual’ social channels -– are significantly female dominated whereas Twitter, LinkedIn and Google+ are used more frequently by males.

The survey showed that men are more likely to share content and click through to news via a search engine (49 per cent), compared with 37 per cent of females who click through via social media.

The top five most popular digital print titles identified in the survey are Mail Online, The Guardian, the Daily Mirror, The Sun and the Metro.

In terms of what we use to consume media, smartphones are the most popular device (62 per cent), followed by laptops (57 per cent), tablets (39 per cent) and desktops (33 per cent).

John Sewell, CEO of 72Point, said: "Global audiences are within touching distance thanks to a media landscape that has been both liberated by and contributed to by digital media.

"The caveat is that people consume media in different ways on different platforms and there must be an appreciation of that in order for campaigns to fulfil their potential."

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