15m Brits double mainstream media consumption pre-election

15 million Brits are twice as likely to visit newspaper websites in the final two weeks before the General Election on 8 June, according to a new study by Teads.

The survey showed that three quarters of UK adults read national newspaper websites on average twice a day, and 39% of those will visit these websites twice as often ahead of a general election.

An additional 53% will actively seek out news from websites that are less likely to share their own political leanings in the wake of the ‘fake news’ scandals around Brexit and Donald Trump.

Meanwhile, the research revealed that 51% are concerned about the “filter bubble” effect: that social media sites only show them views similar to their own.

“Concerns over social media fake news and filter bubbles are bringing millions of people to trusted mainstream national newspaper sites more often, as they make up their minds ahead of the election,” said Justin Taylor, UK MD at Teads.

“Advertisers will be able reach millions of consumers who are exposed more effectively to brand advertising messages. Premium publishers offer advertisers the added advantage of ensuring their message appears in the most brand-safe environment.”

In terms of factual accuracy, 33% ranked national newspapers as the most trusted source of news and views, compared to just 10% for social media sites.