From “Fake News” To “News You Can Use”
At EvolveMKD, we know media is constantly changing. Truly understanding that evolution helps us do our best work. To that end, we’re in our second year of conducting proprietary research on the thoughts, behaviors, and habits of two important players in this landscape: Media professionals and media consumers.
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Learn about the study

Understand how media consumers and media professionals view themselves and each other. We learned a lot. Some of the results were not surprising (consumers see the media as biased). But much of what we learned was illuminating. One highlight we dive into is the skepticism consumers have toward the media has led to more media consumption—not less. More stories, more sources, and more channels. Audiences are no longer constrained by outlet loyalty. They’re consuming media in new ways and place heavy value on the “trusted” aspects of a story, asking media and brands to work harder for their devotion.

This year’s survey task:

Understand how media consumers and media professionals view themselves, and each other. We learned a lot. Some of the results were not surprising (consumers see the media as biased). But much of what we learned was illuminating. One highlight we’ll dive into here is the skepticism consumers have toward the media has led to more media consumption—not less. More stories, more sources, and more channels. Audiences are no longer constrained by outlet loyalty. They’re consuming media in new ways and place heavy value on the “trusted” aspects of a story, asking media and brands to work harder for their devotion.

Key Insights

0 %

of consumers view media as biased

This jumps to a staggering 88% among media skeptics (51% of Americans)

0 %

of consumers want unbiased news

0 %

of consumers say data from a trusted source is the most important part of a story

A New Consumer

Our study revealed 5 new types of media consumers. Their attitudes towards media contributes significantly to how they engage with your content. Are you missing or even alienating the people you are trying to reach? Learn how to leverage media consumption profiles to generate content that engages your audience.

The Generational Divide

Did you know that media is significantly more important to younger generations than their older counterparts? And younger generations have higher trust in media? Our study found staggering disparities in how, what, and why different generations consume media. You’ll see some of the biggest call outs in our report — or get in contact with us to learn more.

Free Report!

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Evolution of Communication:
From “Fake News” to “News You Can Use”

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Fill out your information below to download EvolveMKD’s full report:

Hungry for more?

Check out Evolve’s first Evolution of Communication study all about the tie between communication and mental health and how that differs drastically for men and women!

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