UK consumers who get news via social media or search platforms are more likely to remember the platform where they accessed a particular story rather than the outlet that originally published it, according to a study out Wednesday from the Reuters Institute for the Study of Journalism at the University of Oxford.
Just 37 percent of users who came from search, and 47 percent of those who found a story via social media, could correctly name the news organization that published it (2 days later). By comparison, 81 percent of users who directly arrived on a story could later recall where it was published.
“The finding that people are more likely to remember the platform where they found the content (e.g. Facebook), rather than the news brand that created the content, will be troubling for many publishers,” study authors Antonis Kalogeropoulos and Nic Newman wrote.