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UK Insights

TV most important source for EU referendum information

Samantha Scruggs

Brand and Communications Manager, Kantar

Politics 20.06.2016 / 16:00


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Majority still using TV and newspapers to stay informed ahead of vote on Thursday

With decision day around the corner, here at Kantar we’ve been looking at where people are finding their information about the EU referendum. A poll by Kantar’s Lightspeed GMI has found that four in ten Brits (43%) say the TV is their main source of EU referendum information, while two in ten (21%) use newspapers (online and/or print) as their second main source.

Even younger respondents record TV as their most important source, a third of 18-24 year olds (32%) say they use the television as their main way to get news and information about the EU referendum. Young people are considerably less likely to use newspapers (either online or print) as their main source, 13% of people aged 18-24 years selected newspapers, compared to 29% of those aged 55+.

Unsurprisingly, young people are more likely to use digital sources.  When we group together: Facebook, Blogs, Twitter, and 'Other social networks' results show 20% of younger people consider social media to be an important source of information on the EU referendum, compared to just 5% of people aged 55 years and older. Very few people (6%) say they have visited the official Remain and Leave websites to seek information.

Of those respondents who recorded: ‘I am not interested in the EU referendum’, women (16%) are less interested than men (13%). And younger respondents 18-24 (20%) were more ‘uninterested’ than older age groups: 55+ years (11%).



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When respondents were asked the question: 'How have you learnt about the EU referendum?' 47% recorded that they have read the press (print or online); while 44% have watched the political interviews on TV.

Discussion with friends and family (37%), collateral distributed by political parties (24%), and radio political interviews (17%) were also popular sources.

Younger respondent’s record they have learnt the most about the EU referendum through social media networks (35%), with older respondents, aged 55+  through press (print or online) (55%) and TV interviews (55%).

 

Source : Lightspeed

Editor's Notes

Journalists, for more information on the EU Referendum, contact us.

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