Generation Z does not identify the sources of what they read on networks

A good part of Generation Z is informed through social networks, although they recognize that they do not usually recognize the sources from which the information comes.

Despite the enormous amount of time we spend on social media, you are still are not considered a reliable news source and consolidated for consumers. This reality does not coincide with what professionals think, who believe that Social Media is the order of the day for information.

Although they are wrong with the population in general, the truth is that they are not on the wrong track in terms of the youngest, according to highlights Kantar in your report. The exception is the Generation Z, those from 16 to 24 years old, since 71% are informed through social platforms. Television is chosen by 52% and friends and family stay with 28%.

Only 46% of adults use social networks for information, well below the 65% who prefer television and only slightly above the 43% who choose newspapers and websites. This percentage drops to 24% if we focus on the youngest.

What both groups do agree on is that influencers such as youtubers and TikTok figures are the sources through which they are least informed. Thus, while Generation Z remains at 18%, the case of adults is even more drastic, since it only reaches 7%.

Only 39% of Gen Z are sure they know how to identify the source

In any case, only 39% of Gen Z are sure they know how to identify the source of what you read. This lack has just been highlighted by the Organization for Cooperation and Development (OECD). In addition, Spanish students have more difficulties to identify biased texts than those of the same age in the average of the OECD countries.

46% indicated having received training in their school on how to recognize whether the information is reliable or not, below 54% of the average for OECD countries.

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Source: Marketing Directo by

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