An unprecedented survey carried out throughout Brazil by PYXYS, mediatech that connects information, data and technology to strengthen the media ecosystem for publishers, in partnership with Opinion Box, points out that More than 70% of Brazilians get information through social networks. The survey also indicates that news consumption in Brazil is intense, with 9 out of 10 getting information daily.
For Andrés Bruzzone, CEO of PYXYS, the severe use of social networks reflects exactly the access to news more frequently today. However, despite leading the search for news, the study points out that only 17% of the population trust these platforms and the habit of directly accessing traditional websites remains strong.
Traditional media outlets lead the way in trust. Almost 90% of the population believes what they consume on portals, newspapers and TV and radio stations. “We realize that, when the portal is reliable, the reader comes back. It's that simple. Well-made, clear and correct content makes people want to learn again, and this keeps the audience”, says Andrés Bruzzone.
Influence of the channel on purchasing decisions
With higher credibility, news portals have a direct impact on consumption: 85.6% of Brazilians say they have already been influenced for editorial content when deciding what to buy. Furthermore, for 74% of respondents, trust in the portal is an important factor before clicking on an ad and 64% say that they interact more often with an advertisement when they consider the theme of the article and the advertisement compatible.
For Andrés, a reliable environment increases results and the portal's reputation is directly linked to the chance of conversion into sales.
"By building content in partnership with brands, combining information, data and context, we create experiences that effectively help in the purchasing journey. This is how the audience is transformed into results for portals and partners." points out Bruzzone.
The research also reveals a generational difference in the influence of news portals on online shopping. While 32.58% of young people aged 16 to 24 say that the content has led them to make a purchase, only 16.67% of people aged 50 and over acknowledge having been influenced.
News consumption preferences and formats
Even given the preference for news portals, 1 in 5 people saywho doesn't usually read articles to the end. Given this, more than 40% of Brazilians indicated a preference for shorter texts and summaries. "Users want something agile and direct. That's why it's important to invest in various formats and move away from the traditional, also offering content on social media, creating your own newsletter and also podcasts”, highlights Bruzzone.
For Andrés, the preference for audiovisual on the internet is also great and already competes directly with traditional TV. For every 10 people, 4 no longer get their information from television, and almost 60% of the population prefers podcasts or online videos.
The most popular social network for information is Instagram, used by more than 83% of Brazilians. Next comes YouTube, with 71%, reinforcing the preference for visual environments. TikTok is growing rapidly and is already used by almost half of the country as a source of daily updates.
Bruzzone believes that the scenario reinforces the importance of investing in quality informative material and taking advantage of the strength of social networks in a strategic way. "When content is well produced, contextualized and distributed in the right channels, it informs, engages and strengthens the credibility of the portal. This way newspapers are able to connect journalism, data and technology to ensure both profitability with content and partners and also that people have access to reliable information", concludes the CEO of PYXYS.
