The media through the prism of the Spanish audience: a matter of confidence

This research aims to identify the news consumption preferences of Spanish citizens in terms of their choice of channels and journalistic brands, and the reasons that justify them. It also analyses media subscription conditions and evaluates the use of digital channels and mobile devices for access. This is a quantitative research based on a survey addressed to the universe of Spanish citizens of legal age (n=700). The results reveal that Spaniards prefer traditional media and brands and their digital editions for information, although digital natives occupy a relevant place. The Internet and mobile devices are becoming normalised as ways of accessing news and its consumption through social networks is in the majority among young people. Trust and proximity are the main reasons for the choice of media and channels.