Business Media & Marketing

Wednesday 23 August 2017

Irish Independent 'most trusted and main news source'

Independent.ie leads growth in digital brands

The Irish Independent is currently the market leader in the broadsheet daily market, selling more than ‘The Irish Times’ and the ‘Irish Examiner’. Stock picture
The Irish Independent is currently the market leader in the broadsheet daily market, selling more than ‘The Irish Times’ and the ‘Irish Examiner’. Stock picture
Gareth Morgan

Gareth Morgan

The Irish Independent and Independent.ie are among the most trusted big news brands for Irish consumers, a new survey has shown.

The Reuters Institute Digital News Report 2017 found that Irish consumers have higher levels of trust in news, and that 72pc trusted most of the news they consumed.

Some 55pc of news consumers say both the Irish Independent and Independent.ie were among the most trusted news brands, ahead of 'The Irish Times' in print and online.

With Brexit, an Irish election and the election of Donald Trump to the White House among the significant news events in 2016, Irish news consumers have reported that the Irish media is trustworthy.

Statistics show that 72pc of Irish news consumers have trust in most of the news they consume - this is up on the international figure of 71pc.

The Irish Independent is currently the market leader in the broadsheet daily market, selling more than 'The Irish Times' and the 'Irish Examiner'.

The report, compiled by the Institute for Future Media and Journalism and partnered by the Broadcast Authority of Ireland, stated 70pc of consumers turn to print for their main source of news, while 75pc access an online version of a traditional newspaper.

It showed the Irish Independent provided a main source of news for 26pc of those surveyed - the highest of any daily or Sunday newspaper.

Independent.ie was named as joint top of the table among digital news sources (alongside TheJournal.ie and RTÉ news online) by those surveyed, with 19pc reporting Independent.ie is their main source of digital news.

Its pace of growth outstripped RTÉ, the report revealed. Independent.ie is now at the same level as RTÉ news online in the top three, with Irish Times Online in fourth.

Read More: In an era of fake news, trust in established media is crucial

"These figures paint a picture of growth in digital brands, perhaps indicating that consumers are relying more on a single favoured online brand rather than, as in the past, looking to a number of brands," the report said.

The means Independent.ie is increasingly the one-stop shop for our audience.

There was a seven-point increase in this site being a source of news compared to a two point improvement with RTÉ, with whom we are now neck and neck.

We are also among the top 'most trusted' news brands in this country. The report comes six months after the website hit a record 12 million unique users in January 2017 - confirming its position as Ireland's most read Irish news website.

Irish consumers' interest in news was consistently high over the past three years, with 70pc or more declaring themselves extremely or very interested.

Irish Independent

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