New market research shows that the general public still turns to TV and the newspapers, not social media, to learn about current political issues. Nearly three-quarters of us (73%) use TV to stay informed.  Over half (54%) cite newspapers and online news outlets (52%)to shape their political views. Less than a third (27%) use Facebook and only18% use YouTube and 15% Twitter.  Traditional media still dominates though it’s a changing world with under 35s finding Facebook (50%) just as important as newspapers.

This market research among a sample of 1218 representative adults, 18+ was released by the Market Research Society on 15 September 2015. Coincidentally it marks the UN International Day of Democracy as well as the 800th anniversary of Magna Carta.

It means that in the face of all the brouhaha about social media with politicians falling over themselves to tweet, most of us still turn to traditional media to help mould our political opinions. 81% use some form of traditional media (TV, newspapers, online news and radio) and only 34% rely on social media (Facebook, YouTube or Twitter).

The key finding of this market research is an interesting sequel to the analysis we carried out just after the General Election. This highlighted how fragile the data is when collected from an on-line panel and not by the ‘old-fashioned’ face-to-face method.  The lesson for all of us is not to be seduced by the latest fashion merely because a lot of noise surrounds it. Nothing replaces uncomfortable facts based on solid research.

See the full article here