Estimated read time: 4-5 minutes
- A KSL.com survey reveals that 64.4% of readers consume news multiple times daily.
- Most respondents prefer accessing news directly through websites or apps over social media.
- Trust, objectivity and lack of bias are key factors influencing news selection.
SALT LAKE CITY — KSL.com launched a survey in January on trust in the media to better understand how Utahns consume news. Readers shared their news habits, platform preferences and perceptions of media trust.
Nearly 8,000 respondents participated, providing a detailed look at the news consumption patterns of KSL.com's audience. While not a scientific study, the responses offer valuable insights into how Utahns engage with news in an evolving media landscape.
Staying informed: A priority for Utahns
How often do you consume news?
The survey found that most respondents (64.4%) consume news multiple times a day, with another 28% checking in on current events daily. This suggests a high level of engagement and a strong desire to stay informed among KSL.com's audience.
News consumption
On a scale of 1-5, with 1 meaning "news is not important" and 5 meaning "I am an avid news consumer," what type of news consumer are you?
The survey reveals a highly engaged readership, with the vast majority of respondents identifying as avid or very active news consumers. Few respondents indicated a lack of interest in news, highlighting the importance of current events for this audience.
How Utahns get their news
Which platform is the main way in which you access news and information?
When it comes to accessing news, a significant majority of respondents prefer going directly to a news website or mobile app, while only 17.9% primarily rely on social media platforms. This level of social media news consumption is notably lower than national figures reported by the Pew Research Center, which show 54% of Americans use social media to access news. This discrepancy can likely be attributed to our respondents self-selecting from our news website, as well as the fact that our survey sample skews older, a demographic that favors direct access to digital news sources over social media.
Social media's role in news
Which, if any, have you used for news in the last week?
Local and national news websites and apps are the most commonly used sources for news, surpassing any single social media platform. This trend is consistent with national data from the Pew Research Center, which shows that apps and websites outpace social media platforms for news consumption. While Facebook and YouTube are the most widely used social media sources for news at the national level, our local survey specifically found that YouTube was the leading social platform for news, with 33.8% of respondents having used it in the past week. YouTube's popularity may reflect a growing preference for video-based news, which offers deeper analysis and on-demand viewing, making it an increasingly attractive alternative to traditional written news formats.
Trust in news sources
Which of these information sources do you trust?
The survey also explored the level of trust respondents place in various news sources. Smaller news outlets were identified as the most trusted, with 51.2% of respondents expressing confidence in them. Smaller news outlets and blogs were trusted by 26% of respondents, while politicians and political activists received trust from 25.7%. Notably, 12.7% of respondents indicated they do not trust any news source.
Factors influencing news outlet selection
Which of the following are important to you when it comes to deciding which news outlets to turn to for news? Select any that apply.
Respondents were asked to identify the factors that influence their choice of news outlets. Lack of bias and fairness emerged as the most important factor for 88% of respondents. Transparency and openness were also highly valued, with 83.7% of respondents emphasizing their importance. Other key factors included high journalistic standards (71.1%) and a news outlet's history and track record (62.1%).
Demographics
The survey respondents were predominantly male (66.3%) and between the ages of 35 and 54. This demographic information provides context for understanding the survey results.
Takeaways
The KSL.com survey provides valuable insights into the news consumption habits of its audience. The results highlight a strong preference for accessing news directly through websites and apps, alongside a high value placed on trust, objectivity and a lack of bias. The significant portion of respondents who identify as avid news consumers underscores the importance of readily available and high-quality news content for this demographic.
These findings have implications for KSL.com and other news organizations. These insights help guide KSL.com's approach to delivering news. Based on these findings, we aim to further explore how our audience engages with news across different platforms. We welcome additional feedback — how do you consume news? Let us know in the comments.
