Social networks reach the podium of update sources, but traditional media remains more credible

• Age group from 15 to 24 years old places social networks as leaders in the information update ranking
• Entertainment: open television channels and radio gain relevance for those over 45 years old and music streaming enters the top entertainment category for those aged 15/34
• Discovering new things: search engines and social networks show significant growth, with an additional 11 pp. and 13 pp. respectively

Open television channels and search engines continue to lead the ranking of indispensability by the Portuguese, and compared to 2022, there was, in 2023, an increase in the perception of indispensability for all, except newspapers.

This is one of the conclusions of the “Meaningful Media” study carried out for the fourth consecutive year by Havas Media Network, to study how the Portuguese relate to the media and advertising.

The consumption pattern remains the same, with search engines, social networks and free-to-air television channels leading the weekly consumption chart.

However, the results regarding the relevance of the media vary depending on the age groups: up to 34 years old, social networks and search engines lead; From the age of 45 onwards, free-to-air television channels become more relevant. YouTube and Music Streaming are only present in the TOP 5 of relevance for younger people (15/24 years old).

The credibility podium continues to belong to traditional media, with generalist television channels strengthening in the lead and rising 3 pp., as well as search engines.

In the case of the two youngest groups (15/34), Social Networks are part of this TOP 5. When we talk about Information Update, these platforms are the ones chosen for this function, in the case of 15/24 years old.

Search engines also remain the main source of discoveries, followed by social networks, both showing a significant increase compared to the same period last year.

This perception is one of the most consensual among age groups, with only one change of position in the case of 15/34 years, where social networks lead the podium in this indicator.

On the other hand, when it comes to advertising, the trend continues: open television channels, social networks and radio are in the top 3 for attention.

Youtube, which continues to lead the perception of annoyance, this time also enters the top 5 for attention; which leads to the prediction that, probably, the reasons that justify attention will coincide with the drivers of intrusion.

According to Sofia Vieira, director of Insights & Strategy at Havas Media Network: “In a digital world that is gaining more and more ground, it is interesting to see that open TV channels and search engines remain unshakable as pillars of regular consumption. However, although the trust placed in traditional media seems to transcend generations, the convenience of on-demand consumption is gaining relevance among younger people. When it comes to the duality between attention and intrusion, the repetition and inevitability of advertisements emerge as protagonists, with our challenge being the ability to escape this dilemma”.

Technical note:
In this fourth edition of the study, 600 interviews were carried out with people residing in mainland Portugal, aged between 15 and 64, carried out in October 2023.

About Havas Media Network:
Havas is one of the largest international communications groups in the world. Founded in 1835 in Paris, the Group has a team of 20,000 people in more than 100 countries. Havas Group’s mission is to create a meaningful difference for brands, companies and people. To better anticipate customer needs, the Havas group has adopted a fully integrated model through its more than 60 Havas Villages around the world, where creative, media, healthcare & wellness teams work together to ensure greater agility and better experience for customers. The Group is committed to building a culture of diversity, where everyone can be themselves, develop and grow.

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