Teens change up their news mix

Instagram, TikTok and YouTube are now the top three news sources for UK teens, according to a report from communications regulator Ofcom.

Social mix changes 

Social’s use as a news source has remained broadly steady among this age group (55% to 57% ever use it) over the past five years but the platform mix has changed significantly: TikTok has come from nowhere three years ago to claim a 28% share, while Facebook, now at 22%, has lost ten points in three years. YouTube (28%) has lost five points in one year while Instagram remains broadly steady (29%).

TV loses out 

• Talking with family and TV news remain the most common ways to find out about news among 12-15 year-olds, but TV’s role has declined sharply in 2022 – just 59% ever use it compared to between 64% and 68% over the previous four years. 
• ITV channels (25%) are holding onto their news reach among teens better than BBC One and Two (now at 24%, down from 35% in 2021).

Why it matters

Fake news and misinformation easily finds a home – and takers – on social media. As well as considering what content they want to appear alongside, brands might also consider whether they can play a role in tackling these issues and educating current and future buyers. 

Key quote

“Teenagers today are increasingly unlikely to pick up a newspaper or tune into TV News, instead preferring to keep up-to-date by scrolling through their social feeds. And while youngsters find news on social media to be less reliable, they rate these services more highly for serving up a range of opinions on the day’s topical stories” – Yih-Choung Teh, Group Director for Strategy and Research at Ofcom.

Sourced from Ofcom