Observed Signal · Jul 3, 2026 · Research Report · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Gen Z trusts traditional media but prefers digital channels
The AWA 2026 study examined how Generation Z obtains news and current affairs. It found that Gen Z primarily informs itself via mobile and digital channels and also relies on personal exchange, while news consumption has become more irregular and externally steered. Although legacy/traditional media enjoy the highest levels of trust among Gen Z, they rank lower in actual usage compared with digital sources. The findings highlight a discrepancy between trusted information sources and everyday consumption habits for younger audiences, with implications for publishers and advertisers targeting Gen Z.
AWA 2026 provides audience insights on Gen Z news behaviour that are useful for media planning and targeting, but it is a sector research report rather than an industry-shifting platform or regulatory change.
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Key Takeaways & Evidence Grounding
- The article reports findings from AWA 2026 on Gen Z news consumption.
- Gen Z mainly uses mobile and digital channels to inform itself about current events.
- News consumption among Gen Z has become more irregular and more externally steered.
- Traditional (legacy) media rank highest for trust among Gen Z but are used less frequently than digital channels.
Connected Companies & Entities
3 Entities mapped“HORIZONT Print 27-28/2026...”
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