News Consumption Report 2021 - Wales

Introduction

The media landscape in Wales, like the rest of the UK and globally, experienced substantial transformation during 2021. This period, marked by ongoing pandemic recovery, political developments including the Senedd elections, and increasing digital adoption, provided a unique context for examining news consumption behaviors across Wales.

this report draws upon data from multiple sources including surveys, media consumption analytics, and academic research to provide a comprehensive overview of news consumption patterns in Wales throughout 2021. The findings reveal a complex and evolving relationship between Welsh audiences and news sources, with significant implications for policymakers, media organizations, and democracy in Wales.

Key Findings Overview

• Digital news consumption surpassed traditional media for the first time in Wales, with 67% of adults primarily accessing news online
• Trust in news sources remained a challenge, with only 36% of Welsh residents expressing significant trust in news media
• Social media platforms served as primary news sources for 42% of Welsh adults, particularly among younger demographics
• Welsh language news services showed resilience in specific communities, though overall reach remained limited
• Local news consumption demonstrated both decline and transformation, with digital local news services gaining some traction
• News fatigue increased during 2021, with 54% of respondents actively avoiding news sometimes or often

Digital News Consumption Trends

2021 marked a significant milestone in Wales' news consumption landscape, as digital platforms definitively became the dominant medium for news access. This shift, which had been accelerating over previous years, was further influenced by the pandemic's impact on daily routines and information needs.

Smartphones continued to solidify their position as the primary news consumption device among Welsh audiences, with 58% of digital news accessed via mobile devices. This preference for convenience and accessibility has prompted news organizations to prioritize mobile-optimized content and delivery strategies.

Social media's role as a news gateway continued to expand, with platforms like Facebook, Twitter, and increasingly, TikTok serving as primary news discovery points. However, concerns about misinformation and algorithmic news curation raised questions about the quality and diversity of news accessed through these channels.

Platform Preferences

Platform/Source	% of Welsh Adults Using for News	Change from 2020
Facebook	38%	+5%
Twitter	22%	+2%
TikTok	12%	+8%
News Websites/Apps	45%	+3%
YouTube	28%	+6%

Traditional Media Consumption Patterns

While digital consumption accelerated, traditional media continued to serve important roles in the Welsh news ecosystem, though often in transformed forms. Television news maintained particular significance among older demographics, with BBC Wales and ITV Wales remaining trusted sources.

Print newspapers experienced the most significant decline, with only 12% of Welsh adults reporting regular newspaper consumption, down from 18% the previous year. This decline accelerated as several local newspapers reduced print frequency or ceased operations altogether.

Radio news demonstrated greater resilience, particularly within local communities. BBC Radio Wales, BBC Radio Cymru, and independent local radio stations maintained steady audiences, suggesting that audio news formats continue to serve specific audience segments effectively even as broader audiences shift to digital alternatives.

Demographic Differences in News Consumption

Significant variations in news consumption patterns emerged across different demographic groups in Wales, highlighting the increasingly fractured media landscape. Age remained the strongest predictor of news consumption behavior, though socioeconomic factors and language preferences also played important roles.

Age-Related Patterns

Welsh audiences under 30 demonstrated the strongest preference for digital-native news sources, with 82% primarily accessing news through smartphones and social media. This group showed particular interest in visual and audio-visual content formats, with preference for short-form video news and podcasts.

Adults aged 30-50 displayed the most diverse news consumption habits, often combining traditional and digital sources. This demographic showed the highest subscription rates to digital news services, with 23% paying for at least one digital news subscription.

Those over 50 maintained the strongest connection to traditional news sources, though with increasing engagement with digital platforms. Television news remained particularly important for this demographic, with 68% regular viewership among those aged 65 and over.

Socioeconomic and Geographic Variations

Higher education levels correlated with more diverse news consumption patterns and greater willingness to pay for digital news subscriptions. Urban areas demonstrated faster adoption of digital news platforms compared to rural communities, though rural areas showed stronger attachment to local news sources in both traditional and emerging digital formats.

Trust in News Sources

Trust in news media emerged as a critical issue during 2021, with implications for democratic engagement and information quality in Wales. Overall trust levels in news media remained lower than pre-pandemic figures, though trust patterns varied significantly between different news sources.

BBC Wales and BBC Radio Wales maintained the highest trust ratings among Welsh news consumers, despite some decline in trust across the BBC more broadly. Public service broadcasting was particularly valued during crisis moments, including during pandemic updates and the Senedd elections coverage.

Trust in social media platforms as news sources remained consistently low, yet paradoxically, these platforms served as primary news gateways for substantial portions of the Welsh population. This disconnect between trust and usage highlighted the complex relationship many audiences have with these platforms as information sources.

Regional Variations Across Wales

News consumption patterns demonstrated notable regional variations across Wales, reflecting both demographic differences and distinct media ecologies in different parts of the country.

South Wales, with its larger urban centers, showed the highest engagement with digital news platforms and more diverse news consumption patterns. The region's closer proximity to English media markets also influenced consumption, with many residents cross-referencing Welsh and UK-wide news sources.

North Wales demonstrated stronger adherence to traditional news sources, while also showing significant engagement with regional news providers. The region's geographic position bordering England created distinctive consumption patterns, with audiences accessing both Welsh and North West English media.

Mid and West Wales, with its higher proportion of Welsh speakers, displayed the strongest engagement with Welsh language news services. BBC Radio Cymru and Welsh language news websites maintained particularly strong positions in these regions, though overall reach remained limited by audience size.

Welsh Language News Consumption

2021 presented both challenges and opportunities for Welsh language news services. Despite overall positive sentiment toward Welsh language media, the practical reach of these services remained limited beyond fluent Welsh speakers.

The S4C news service and BBC Radio Cymru continued to serve as primary Welsh language news sources, maintaining dedicated audiences through television and broadcasting. Digital innovations, including S4C's online news initiatives, showed promise in expanding access to Welsh language news content.

A significant challenge identified in 2021 was the gap between interest in Welsh language news and practical language skills to access it. Approximately 15% of Welsh residents expressed interest in consuming news in Welsh but noted insufficient language proficiency to comfortably access Welsh language news sources.

Paid News Subscriptions

The transition to digital news consumption brought new questions about funding models, with paid digital subscriptions emerging as an important revenue stream for news organizations. However, Wales showed lower subscription rates compared to England, reflecting different media consumption patterns and perhaps the stronger role of public service broadcasting in Wales.

Most digital news subscriptions were to UK-wide publications rather than Wales-specific services, highlighting a limitation in the Welsh digital news market. The most common subscription titles included The Guardian, The Times, and The Telegraph, while subscriptions to Wales-specific digital news services remained relatively uncommon.

Local News Ecosystem

The local news landscape in Wales underwent significant transformation during 2021, with both concerning declines and promising innovations emerging.

Traditional local news publications continued to face substantial challenges, with several titles ceasing print publication, reducing frequency, or closing entirely. These losses particularly affected communities with limited digital access and older populations who relied on physical newspapers for local information.

Local journalism initiatives, including community-run news websites and hyperlocal digital services, showed growth despite financial challenges. These services often focused on specific communities or neighborhoods, providing coverage that larger regional news organizations increasingly overlooked.

The research identified concerning "news deserts" emerging in parts of Wales where local news provision had diminished significantly, particularly affecting democratic engagement at local levels. These areas, primarily rural or post-industrial communities, showed lower engagement with all forms of news media.

News Consumption During Major Events

Major events during 2021 revealed important patterns in how Welsh audiences engaged with news content. The Senedd elections in May and the easing of pandemic restrictions served as key moments examining news consumption behaviors.

Senedd Elections 2021

The Senedd elections generated significant news engagement across Wales, with 73% of adults following election-related news to some extent. Public service broadcasters, particularly BBC Wales, served as the primary source for election information, with 56% of adults citing BBC services as their main election news source.

Digital platforms showed particular strength among younger voters, with 61% of 18-24 year olds primarily using social media for election news coverage. This digital engagement correlated with higher turnout expectations among younger voters compared to previous elections.

Pandemic News Consumption

As Wales moved through different phases of pandemic response, news consumption patterns correspondingly shifted. During periods of significant policy changes, news consumption temporarily increased, followed by periods of "news fatigue" during which many residents actively reduced news engagement to protect mental wellbeing.

Local pandemic information emerged as a crucial news category, with residents expressing particular interest in local infection rates and regional restrictions. This created both opportunities and challenges for local news organizations, which saw increased audience interest but often lacked resources to provide comprehensive pandemic coverage.

News Avoidance and Fatigue

A notable finding in 2021 was the increase in deliberate news avoidance among Welsh audiences. Over half of Welsh adults admitted to actively avoiding news at least occasionally, representing a significant increase from previous years.

The primary reasons cited for news avoidance included the repetitive nature of coverage, particularly regarding pandemic news; feelings of powerlessness in response to negative news; and concerns about the impact of news consumption on mental wellbeing. News avoidance patterns varied significantly by age, with younger adults more likely to cite repetitive or depressing news content as reasons for avoidance.

Importantly, news avoidance did not equate to complete disengagement with public affairs. Many news avoiders remained interested in civic life and political issues but sought alternative ways to access information, often through social circles, community organizations, or more selective news consumption patterns.

Implications for Media and Policymakers

The findings from 2021 highlight several important implications for both media organizations and policymakers in Wales:

• The need for sustainable funding models for Welsh news provision, particularly for local and Welsh language services
• The importance of addressing news literacy, particularly as audiences increasingly access news through social media platforms
• The potential for public service broadcasting to play a crucial role in providing trusted news content within an increasingly fragmented media landscape
• The necessity of supporting innovation in local journalism to address emerging "news deserts" across Wales
• The opportunity to leverage digital platforms to expand reach of Welsh language content beyond current Welsh speakers
• The need for balanced approaches that address both news fatigue and the importance of informed citizenry

Conclusion

The 2021 News Consumption Report reveals a Welsh media landscape in rapid transformation, with digital platforms fundamentally reshaping how residents access news. These changes present both challenges and opportunities for the future of news in Wales.

While the shift to digital platforms continues, traditional media, particularly public service broadcasting, maintains important roles in the Welsh information ecosystem. The regional variations in news consumption patterns and the distinctive position of Welsh language media highlight the complexity of serving Wales' diverse information needs.

Looking forward, ensuring sustainable, high-quality news provision accessible to all communities in Wales will require creative approaches from both media organizations and policymakers. The findings suggest particular challenges for local news, Welsh language media, and younger audiences' engagement with news content.

Ultimately, healthy news consumption patterns and a robust news environment are essential for democratic engagement, community cohesion, and informed decision-making across Wales. The trends identified in this report provide crucial insights for addressing these needs in the evolving media landscape.

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