po polsku
Top methods Poles use to follow news and current events:
- 28% - television
- 28% - social media
- 18% - news websites or apps
- 8% - radio
- 10% - other
- 8% - not interested in following news
Given that over a quarter of consumers rely on sources with challenging credibility verification, fake news remains a serious problem. While 77% of respondents acknowledge the issue, 51% admit difficulty in assessing the truthfulness of information.
The high popularity of social media as an information source is concerning, as experts warn it provides an ideal environment for the rapid spread of unverified information. Moreover, fewer social media users find these platforms trustworthy compared to television (21% vs. 34%).
Source: Digital Consumer Trends 2021, DeloitteThree-quarters of respondents claim to verify the origin of the information they receive.
- The highly effective spread of unfounded theories suggests that verification often happens within other social media channels sharing the same content, says Rafał Wojciechowski, senior manager at Deloitte. - One of the biggest challenges for media and regulators should be ensuring effective mechanisms to confirm the accuracy of information.
Social Media Less Popular
The overload of false information prompts only slightly more than one-fifth of Deloitte`s respondents to stop using social media. The most common reason, cited by a third of respondents, is boredom with the platform, especially among older users (39% in the 55-65 age group). One in four mentions spending too much time on social media as a reason to quit.
Interestingly, the youngest users are the most likely to temporarily or permanently quit at least one social media platform - 43% of 18-24-year-olds, compared to just one in five in the 55-65 age group.
- The desire to spend time more meaningfully, distance oneself from polarizing discussions, and improve well-being also drives users away from social media, says Maciej Dakowicz, senior manager at Deloitte Digital. - This trend requires marketers to diversify communication channels to reach different target groups and create valuable content that positively impacts users.
Find the second part of the Digital Consumer Trends 2021 report at:
https://www2.deloitte.com/pl/pl/pages/technology-media-and-telecommunications/articles/Digital-Consumer-Trends-2021-part-2.html
Identifying Fake News
Artificial intelligence is increasingly used to create fake information. Software now exists to manipulate public speeches by politicians. For instance, a video of Barack Obama delivering the same speech at different ages was generated using specialized software. This technology means public appearances by any politician can now be fabricated.
A large-scale example of fake news manipulation was the 2018 Facebook scandal. Cambridge Analytica acquired data from over 50 million Facebook users to create personalized ads influencing voter decisions. This likely impacted the Brexit vote and the U.S. presidential election.
Fake News in Poland and Europe
Three-quarters of Poles encounter fake news or distorted information at least once a week. Only 14% believe this issue does not affect them, according to Kantar Public`s Eurobarometer survey.
How clickbait was born? Let's take a look inside headline TRAPS 👇
When asked, "Does the presence of distorted or false information pose a problem in your country?" 84% of Poles responded affirmatively:
- 49% - definitely yes
- 35% - somewhat yes
- 9% - somewhat no
- 3% - definitely no
- 4% - don`t know/no opinion
These results place Poland in line with the EU average (44% - definitely yes, 41% - somewhat yes).
Eurobarometer findings echo a Press Club Polska analysis on trust in media information, showing the highest trust in social news and the lowest in political news:
- social news: trust 68%, distrust 30%
- economic news: trust 57%, distrust 40%
- political news: trust 46%, distrust 49%
According to Press Club Polska, credibility in media is most influenced by presenting independent expert opinions, referencing scientific research, and citing diverse sources, rather than the neutrality of language or source popularity.
COMMERCIAL BREAK
New articles in section Media industry
How artificial intelligence misrepresents the news. PBC analysis
Sylwia Markowska
In news summaries generated by the most popular models in Polish, as many as 46% of responses contained at least one significant error, 27% had serious issues with sources (missing, misleading, or incorrect), and 19% contained hallucinations and outdated information.
Children and communication with machines. Experiment by SWPS researchers
SWPS
How do primary school students treat humanoid robots? Researchers from SWPS University have shown that in most cases, children relate to robots politely, and younger children and girls more often perceive them as possessing human characteristics.
Streaming platforms in Poland. What criteria determine the choice
Paweł Sobczak
Price, indicated by 54.2% of respondents, and subject matter (54% of indications) are the most important factors influencing users' choice of content on streaming services. The service brand is mentioned by 18.1% of those surveyed.
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The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Can a Robot Be Good Boss? Researchers from SWPS Look for Answers
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A robot giving orders at work is no longer a science fiction scenario - it's a research topic. Scientists from SWPS University in Poland set out to find out whether a robot can effectively manage human workers.
Disinformation ranks above terrorism as global threat
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According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.
Paid journalistic content. Market trends and forecasts by Reuters Institute
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Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
