New study exposes Meta myth: Australians use social media to source news

Meta’s claim that news is a small part of the Facebook experience for the vast majority of its Australian users has been exposed as false by new research.

One third of Australians ­accessed Facebook for news in the first half of 2024, a new study has found. Picture: Kirill Kudryavtsev/AFP

Meta’s claim that news is a small part of the Facebook experience for the vast majority of its Australian users – an assertion used by the tech giant to justify its ditching of commercial payment-for-content deals with local publishers – has been exposed as false by new research.

A groundbreaking new study into the importance of news media to Australia’s information landscape finds that more than 40 per cent of Australians cite a desire to access news as the reason for their daily social media use.

That number is even higher among gen Z (60 per cent) and millennials (53 per cent).

Half of Australians source their news from social media generally, the study finds, while one in four say it’s their main source of news. One third of Australians ­accessed Facebook for news in the first half of 2024, although overall use of the platform is in decline.

The survey’s results sit in stark contrast to Meta’s oft-repeated claim that Australians don’t use their platforms for news, and that news makes up less than 3 per cent of what people see on Facebook.

Both those claims are demonstrably false, according to the study, which was commissioned by News Corp (publisher of The Australian), and collected by third-party research provider Dynata.

The research, to be released on Monday, comes as the news media industry waits on a decision by the Albanese government as to whether to designate Meta under the rules of the News Media Bargaining Code, which would force the Mark Zuckerberg-controlled company to enter into binding arbitration with eligible news businesses over how much the tech giant must pay each of them to feature their content.

In May, Meta hinted that it would block news content from Facebook in Australia if the government makes it pay the licensing fees.

Writing in The Australian on Monday, executive chairman of News Corp Australasia, Michael Miller, says: “Australians are deeply anxious about what might happen should Meta follow through on its public threat to withdraw news sources from its platforms, to be replaced by Meta’s misinformation merchants.

“Its laissez faire approach to accountability is causing real ­social concern.”

The research finds that 85 per cent of Australians believe social media platforms should be responsible for ensuring that inaccurate, harmful or misleading information is not promoted and widely shared on their platforms.

Without access to credible and independent journalism, 66 per cent of respondents say there would be a negative impact on Australian society, 64 per cent ­believe there would be an increase in misinformation and fake news, while 40 per cent would expect less diversity of perspectives in Australian media.

News Corp Australasia executive chairman Michael Miller.

“The findings carry national significance given the public harms caused to our economy and daily lives. That this is the case is beyond reasonable doubt,” Mr Miller says.

The News Corp boss says Meta has “hidden, avoided, eluded and dodged transparency and responsibility”.

“Detailed analysis of survey results from 2500 Australians consumers … confirms how deeply social media has conditioned Australians for their news fix,” he said.

“By asking social media users detailed questions about how they find and consume news and the role it plays in their lives, the research directly contradicts Meta’s constant downplaying of the role real news plays in the lives of its users.

“It exposes Meta’s long-held, misleading assertion that ‘news makes up only 3 per cent of what people around the world see on their Facebook feed’ as a cynical joke.

“By revealing, for the first time, the extent of Meta’s mistruths the research also shows Australians are united in a growing disdain for the Silicon Valley giant.

“But sadly, the findings will come as no surprise to anyone who has tried – rarely with success – to hold the platforms to account. Nor will it satisfy those who have asked why does Meta refuse to follow the same rules and laws ­applying to other businesses?”