The news media through the lens of the Spanish audience: A matter of trust

Abstract

The main objective of this research is to identify the news consumption preferences of Spanish citizens, taking into account the choice of channels and journalistic brands, as well as the reasons that justify them. The conditions that motivate media subscription are also analyzed and the use of digital channels and mobile devices to access news is evaluated. This quantitative research is based on a survey addressed to the universe of Spanish citizens of legal age (n=700). The results reveal that Spanish citizens prefer traditional media and brands and their digital editions for information, although digital native media occupy a relevant place. Internet and mobile devices are normalized as ways of accessing news and its consumption through social networks is the predominant among the younger population. Trust and proximity are the main reasons for the choice of news media and channels.