The project explores the factors influencing consumer behavior and preferences within the media industry. By examining the elements that drive the selection of media outlets, engagement, and loyalty, the study seeks to provide actionable insights to help media providers adapt to the evolving landscape and effectively meet audience expectations.
2
human moderated
From all time
40
AI moderated
From all time
Credibility
89
User experience
65
Credibility assessment
62
Content format preference
54
Content diversity
48
Content variety
41
Customers prioritize media outlets that demonstrate credibility and minimize bias. Many respondents expressed concern about sensationalism, clickbait, and misrepresenting facts. They prefer outlets that provide balanced reporting and avoid polarizing or emotionally charged content without evidence. Trust is often built over time through consistent accuracy and integrity.
Consumers value media that provides clear, objective evidence and references credible third-party sources, such as independent scientific bodies or academic institutions. They are inclined to compare reports from multiple outlets to discern the truth and form judgments, especially on controversial or complex topics.
Past interactions with a media outlet significantly influence whether customers continue consuming its content. Repeated instances of sensationalism, misrepresentation, or a lack of transparency erode trust, often leading consumers to seek alternatives. Conversely, positive experiences with reliable reporting reinforce loyalty.
Transparency about the motives behind a story and the funding sources for its production is highly valued. Consumers are wary of media outlets that blur the lines between advertising and news, or that appear to push corporate agendas. Outlets that distinguish editorial content from paid promotions are perceived as more trustworthy.
Many customers appreciate media outlets that provide diverse perspectives and cover various topics, including international news. Outlets that offer a mix of hard evidence, global coverage, and different viewpoints are preferred over those focused solely on local or entertainment content. This variety enables consumers to form more well-rounded opinions.
"You build a view over time of media outlets that you align with."
Customers prioritize consuming content that offers serious, in-depth reporting and investigative journalism. Topics like national and international news, significant political developments, and societal issues are valued for providing context and understanding of broader situations. High-quality journalism and detailed reporting, such as investigative podcasts or documentaries, are preferred over shallow or superficial content.
There is a notable shift away from outlets emphasizing trivial stories, celebrity gossip, or sensationalized content. Consumers are increasingly critical of "fluffy" content and seek substantial, evidence-based reporting. Outlets perceived as promoting clickbait or stories lacking depth often lose their audience over time.
Many consumers appreciate personalized content recommendations based on their interests, as provided by digital platforms and social media. Tailored content, where users can select topics or subscribe to specific themes, enhances engagement and satisfaction by aligning with individual preferences and needs.
Objectivity and the presentation of multiple viewpoints are key factors driving content consumption. Consumers avoid outlets that appear to have a fixed narrative or display bias in their reporting. Balanced coverage and unbiased storytelling are essential for building trust and maintaining viewership.
While preferences for content formats vary, many consumers emphasize the importance of convenience. Some prefer written articles for quick consumption, while others opt for video or multimedia when needed for deeper understanding. Regardless of format, the substantive quality of the content remains the primary driver of consumption decisions.
Customers overwhelmingly prefer digital formats over print media. Articles, videos, and podcasts are common choices, offering convenience and accessibility across devices. Digital platforms are essential for staying updated on local, national, and international news.
For serious or critical information, the format (e.g., video, article, podcast) is less necessary as long as the content is credible and trustworthy. Customers can adapt to any format if the reliable media source provides substantial, evidence-based reporting.
Customers prefer short, concise content that is easy to consume for entertainment or casual browsing. Formats like brief articles or quick-read snippets cater to this need, especially when consumers want to pass the time or seek light-hearted information.
While some consumers appreciate multimedia stories with enhanced visuals and interactive elements, others find them overly flashy and prefer more straightforward, content-focused formats. Substantive reporting often outweighs aesthetic presentation in terms of engagement and trust.
Many customers are wary of AI-generated content, often perceiving it as lacking a personal touch or authenticity. Mistakes or overly polished, clickbait headlines are frequently associated with AI, leading some to distrust or avoid media outlets that rely heavily on such content.
Customers express significant concerns about the potential misuse of AI, particularly in creating deepfakes or spreading misinformation. Incidents like fake interviews or manipulated videos heighten apprehension about the integrity of media content produced or augmented by AI.
While there is scepticism, customers acknowledge that AI can help support roles, such as forming the backbone of an article or aiding in production efficiency. However, they believe the final product should be refined with a human touch to ensure quality and relatability.
Traditional text-based articles with human input are generally preferred over AI-generated media. Customers value human writers and editors' unique style, perspective, and emotional depth, which they feel AI cannot replicate effectively.
Customers see AI as a powerful tool with potential benefits in various industries, including health and education. However, they remain cautious about its application in media. They recognise AI’s ability to enhance production values or streamline processes but emphasize the need for responsible use to mitigate risks like misinformation and loss of credibility.
Many customers are reluctant to pay for news or general media content when free alternatives are available online. The perception of value must outweigh the cost, making affordability a key factor in the decision to subscribe.
Customers are more likely to subscribe if a media outlet offers exclusive, high-quality content or specific benefits they find indispensable. Specialized information, unique features, or a consistent need for the content can justify the subscription cost.
Many users prefer free content or unpaid access options, supplemented by subscriptions only for services they perceive as offering additional value. Platforms that provide a mix of free and premium content, such as podcasts or curated newsletters, are often more appealing to these users.
Research how media outlets can strengthen trust by addressing bias, sensationalism, and misinformation. This would focus on transparency, fact-checking, and accountability to foster audience confidence and long-term loyalty.
Explore consumer preferences and concerns regarding personalized content recommendations. The goal is to identify the ideal balance between tailored experiences and safeguarding user privacy to enhance engagement and trust.
Examine preferences for various content formats and delivery methods across demographics. This research aims to uncover the most effective ways to present information for serious and casual audiences, improving user satisfaction.
Access expert researchers, perfect participants, and an intuitive platform—so you can focus on creating incredible user experiences.
