Reading news online is now the norm for many UK consumers, whether via digital radio, television, or podcasts, but online news access occurs mostly on dedicated news platforms. The leading online news brand in the United Kingdom is BBC News online, with over 40 percent of the UK news audience heading to the BBC’s website to keep themselves up to date with current affairs and information. The success of the BBC’s digital platform does not come as a surprise given that the company has long been the go-to news source for many consumers across the country, and BBC News has managed to retain its status as the top offline news brand in the UK.
Online vs. offline news consumption
When it comes to consumer preferences between offline and online news regardless of the brand, news audiences in the United Kingdom hold both traditional media and search engines in high regard. Although trust in news media varies by platform, traditional news outlets and search engines are considered the most reliable, whereas social media was deemed to be problematic.
In line with global trends, younger consumers are significantly more dependent on online news sources than their older peers and rate the internet as the most important news platform, far preferring to get their news online than via television, radio, or printed publications.
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