WordPress VIP recently unveiled new research which reveals a disconnect between US consumer preferences and actual behavior regarding content and news consumption. While most respondents (42%) state they would prefer to consume content from trusted websites, in reality, nearly half (46%) get their news from social media outlets.
This demonstrates convenience overshadows the importance of a reliable source for US consumers. It also suggests there is a sticking point between consumer desire for reliable news and the ease of accessing news via social media. While trusted websites are preferred for their credibility, the quick and effortless nature of social media consumption is still prevailing.
Nick Gernert, CEO of WordPress VIP, expressed “This trend presents an opportunity for news aggregators and website owners to address the demand for authoritative and trusted content. By making trusted news more accessible and engaging, these entities can potentially shift consumer behavior toward more reliable sources. The stated preference for trusted websites suggests an opportunity and demand for media companies to improve their user experiences to rival that of social media”
AI Adoption and Trust: A Work in Progress
The research also reveals reluctance among US consumers to fully embrace artificial intelligence (AI) in their daily lives, despite increased business investment in AI technologies. Notably, 46% of respondents admitted to either rarely or never using AI, whereas just 12% use it every day. This indicates that AI adoption among consumers still has a long way to go before becoming mainstream and trusted.
The highest proportion of respondents (44%) reported being somewhat comfortable with AI-generated website content (such as product descriptions, titles and headlines), 21% being very comfortable, and a substantial number (54%) admitted to being only vaguely familiar with how AI is used when visiting websites. While 55% of respondents have some degree of confidence in distinguishing AI-generated content from organic content, 42% feel they cannot make this distinction. This highlights a gap in either awareness or ability to recognise what is AI-generated and what is human.
Nick Gernert, CEO of WordPress VIP, commented on the findings,
“‘In today’s complex digital landscape, where trust, convenience, and technology intersect, there is a notable divide between consumer desires for reliable news and content and their reliance on social media platforms. This creates both challenges and opportunities. Media companies and brands are increasingly recognizing the need to shift their focus from social media to building engaging experiences on their own platforms, such as their websites and apps. By fostering community engagement in these owned channels, they can create a more trustworthy environment and gain better control over how experiences are developed and how data is utilized. This strategic shift helps brands and publishers reclaim control from platforms that prioritize their own ecosystems, ultimately allowing for more meaningful and direct interaction with their audiences.”
Methodology:
This survey was commissioned by Pollfish and distributed to 600 US consumers on Wednesday June 24th 2024.
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