A new survey has found that traditional journalism remains the most trusted source of information in the UK, despite the rise of digital platforms and the widespread dissemination of misinformation.
The 3rd Global MARCO New Consumer Report, conducted by PR agency MARCO in collaboration with Cint, surveyed over 7,300 people across 11 countries, including the UK. It revealed that 82.7% of British respondents believe journalism plays a crucial role in combating fake news, highlighting the continued public reliance on established media sources.
Despite a surge in digital consumption, traditional media outlets remain more trusted than social media platforms. Television ranked as the most preferred source of news among UK participants, with 23.24% selecting it as their primary source. This was followed by radio (21.44%), print newspapers (17.44%), and online news portals (12.44%). In contrast, social media platforms, including TikTok, Twitch, and Threads, were perceived as the least reliable sources of information.
Trust in journalists outweighs influence of social media figures
The study also underscored a significant gap in trust between professional journalists and social media influencers. While influencers have gained substantial followings in recent years, only 12.6% of UK respondents said they trust them as a news source. By comparison, 65.4% expressed greater confidence in journalists, while 21.6% said they trusted both equally.
Similar trends were observed in other countries, with Portugal (83%), Spain (73%), and Brazil (72%) particularly valuing journalism over influencer content.
Juan Manuel Dortez, MARCO’s Multimarket Director, emphasised the resilience of traditional journalism. “Despite the explosive growth of social media, traditional and objective journalism remains a cornerstone of credible information,” he said. “As misinformation proliferates online, professional journalism continues to serve as a key line of defence against fake news.”
LinkedIn emerges as an exception
While social media platforms generally received low trust ratings, LinkedIn stood out as an exception. Among UK respondents, 27.29% regarded LinkedIn as a trusted source of information. Analysts suggest that this may be due to its focus on professional content, with industry leaders and experts sharing insights that are often more carefully curated than the content on other social platforms.
Influencers have limited impact on UK consumers
The report also examined how influencer marketing affects consumer behaviour. In the UK, 64% of respondents stated they were unlikely to make a purchase based on an influencer’s recommendation. This contrasts with countries such as Morocco and Brazil, where 58% of consumers said they were influenced by online personalities.
The survey findings reinforce the idea that, while digital media plays an increasingly prominent role in information dissemination, traditional journalism remains a trusted source for many. As misinformation continues to spread online, the report suggests that public trust in established news outlets will remain vital in maintaining access to accurate and credible reporting.
Full details of the survey can be found at themarcosurvey.com.
