Source: © 123rf 123rf The results of the MDPMI consumer survey show that the influence of online platforms on information consumption

This is one of the findings of the national consumer survey conducted by Media and Digital Platforms Market Inquiry (MDPMI), which studied how South Africans interact with information on various online platforms.

Another interesting finding is that the impact of AI chatbots on news consumption is already being felt: a quarter of respondents already use chatbots frequently for news and 57% indicated they would likely use news chatbots. generative AI platforms to access news in the future.

Some of the consumer survey results include:

• 18% of respondents reported using search engines (such as Google and Bing) as their primary news platform and an additional 4% using search engines’ personalized feeds (such as Google Discover, Google News, and Microsoft Start ).







• Most respondents (60-70%) consume news across all digital platforms at least once a day, and many (28-38%) actively visit the platforms to search for information.
• Breaking news pushes respondents to access their favorite platforms more regularly, spend more time on them, and visit them with the specific intention of consuming information rather than spontaneously.
• If the information is no longer available on the platform, around 70% of respondents would spend less time on their preferred platform, and around 10% of them indicate that without the information, they would stop using the platform altogether.
• Across all platform types, respondents more frequently read the headlines and excerpts of a news article rather than just reading the headlines. About half of respondents said they didn’t click on the article on the news site because the headline and excerpt provided enough information. Other reasons given were that the article did not interest them (around 50%) or that they did not have time to read the article in its entirety (around 20%).
• In addition to providing enough information, many respondents indicated that headlines and excerpts are a convenient way to view news (around 45%), save time (around 38%), and they can avoid having to pay for news (around 20%). .
• Those who click on news articles do so more frequently if they have read the headline and excerpt.
• In terms of community news and news in local languages, 45% of respondents said they spend more time on the platform when community news is available and around 20% spend more time on the platform when news in local languages ​​are available.

Intensive use of digital platforms

The survey results draw attention to the intensive use of digital platforms and the behavioral changes brought about by the convenience of accessing information online.

The survey results further highlighted a growing awareness among South Africans of the importance of accurate and reliable information in today’s digital environment.

Most respondents across all platforms indicated that they trust the platform more when credible information is available, and the majority agreed that the presence of credible information from reputable media outlets helps reduce the spread of fake news.

The results of the survey can be viewed here.

The interim report containing the first findings, solutions and recommendations is expected to be published in November 2024.

This follows focus group results previously published by the survey.

The investigation is part of an extensive MDPMI evidence gathering process which commenced in October 2023 within the meaning of section 43B(1)(a) of the Competition Act 89 of 1998 (as amended) ( “the Law”).

The investigation was opened because there is reason to believe that there are market characteristics on digital platforms that distribute media content, which impede, distort or restrict competition, or undermine the objectives of the law, and which have important implications for the news media. sector of South Africa.

The survey examines different user groups by age, location and language in how they access and consume news across three main types of digital platforms: social media, search engines and personalized news feeds.