SYDNEY: Though Aussie social media use remains high, 20% don’t enjoy their time on social media, and 46% report spending more time on it than they would like, according to a survey from professional services firm Deloitte.

This is according to the 2017 Deloitte Media Consumer Survey, which presents a fraught snapshot of Australian media. The figures are suggestive of a new doubt in Australia.

Speaking to B&T, Niki Alcorn, Deloitte Consulting media leader and an author of the report, said that some of the change might be attributed to a growing awareness of non-truthful material online, adding that “58% of respondents agree that they have changed the way they access news material online given the prevalence of ‘fake news’”.

Social media is shown in a strange spot, prevalent and influential, despite the suspicion with which Australians view it. “We appear to be getting social media fatigue,” said Kimberly Chang, the company’s technology, media, and telecommunications leader.

“Daily social media usage has dropped slightly from 61 per cent to 59 per cent over the last year, and 31 per cent of respondents have temporarily or permanently deactivated one or more of their social media accounts in the past year.” Both trends, she said, are driven primarily by leading Millennials.

Elsewhere, traditional forms of accessing news remain stable (up to 55% compared to 54% in 2016), however, online news has seen a slight decline in the last year, to 37% down from 40%.

Meanwhile, online news still struggles to show value to the large majority of Australians, as 90% remain unwilling to pay for online news.

A majority of Australians (59%) still say watching TV and video content is their favourite activity, alongside browsing the internet, except they are now consuming more video, Chang added. “Our report shows we are seeing a rise, not demise, of the viewing of TV-type content,” she continued.

Data sourced from Deloitte, B&T; additional content by WARC staff