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Influencers, better not for news: only 13% of consumers get information through them

Influencers are increasingly important in the content consumption routine of Hispanics. 85% admit to following them. However, they prefer to turn to any other source for information. Specialized journalists or freelancers (29%), scientific experts (33%) or even friends sharing news (22.3%) are their first choice when consuming news on social networks, ahead of influencers and public figures (13 ). %).

This is the data obtained from a representative survey, with a proportional distribution according to age, gender and geographical area quotas, carried out by the agency YouPlanet. In turn, the barometer shows that the media continues to lead the way in information consultations, which is cited as the first option by 39% of respondents.

Among those who choose influencers to inform themselves, they say the topic of their content (55%) is more important to them when choosing them than their credibility (39%). In this regard, the second most important factor for Generation Z is their personality (39%), while the second most important factor for Baby Boomers is whether or not they are trustworthy (44%).

The weight of social networks

When it comes to which social networks are the best for information, Facebook continues to maintain a significant distance from others (39%), thanks to the large weight it gathers among boomers and the silent generation (born between 1928 and 1945). Instagram is a favorite of Millennials and Z, although in the case of the latter, Twitter – now %).

The study also offers a clear example of why TikTok has grown so quickly and why Instagram and YouTube have been quick to copy its short video format. It is one of the preferred formats for Spaniards (37%) to consume content on social networks, behind only video and photo publications (40%).

Short videos are especially popular with Gen Z (57%) for offering “more fun in less time.” Another relatively new format, such as podcasts, enjoys particular penetration among millennials, while the Baby Boom generation similarly uses short videos and text and photo publications.

Finally, the barometer confirms the great weight that networks have in the lives of Spaniards. Seven out of 10 Spaniards use them every day, and while 73% admit to moderately consuming 1 hour a day, 27% do so for more than 3 hours. The most active are young people. 54% of Z’s and 33% of Millennials spend more than 3 hours a day connected, and they are mostly women.

Source: El Diario





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