NEWS CONSUMPTION TRENDS AMONG PAKISTANI YOUTH: A COMPARATIVE STUDY OF SOCIAL MEDIA AND MAINSTREAM MEDIA

Abstract

Background: Rapid digitalization has transformed patterns of news acquisition worldwide, particularly among young adults. University students increasingly rely on interactive, mobile-based platforms that provide personalized and real-time information. In Pakistan, expanding internet penetration and smartphone accessibility have reshaped traditional news consumption habits, potentially reducing reliance on mainstream broadcast media. Understanding these evolving behaviors is essential to evaluate credibility perceptions, platform preferences, and demographic influences within academic settings.

Objective: To examine patterns of news consumption among university students and to compare the use, preference, and perceived credibility of social media and mainstream media sources.

Methods: A quantitative cross-sectional survey was conducted among 300 students enrolled in three departments—Mass Communication, Political Science, and International Relations—at Government College University Faisalabad. Participants were selected through simple random sampling. Data were collected using a structured, self-administered questionnaire comprising demographic variables, media usage patterns, and Likert-scale items assessing attitudes toward credibility, accessibility, and convenience of news sources. Reliability testing yielded a Cronbach’s alpha of 0.79. Data were analyzed using SPSS, applying descriptive statistics and Chi-square tests to assess associations between demographic factors and media usage behaviors.

Results: Of the 300 respondents, 60.7% were male and 39.3% female; 47.3% were aged 22–25 years. A majority (66.3%) reported accessing news primarily through social media or the internet rather than television. Facebook accounts were reported by 83.0% of students, WhatsApp by 93.3%, Twitter by 66.3%, Google+ by 44.7%, and LinkedIn by 32.7%. Regular social media use for news was reported by 41.3%, while 39.3% did not use mainstream media for news consumption. Approximately 38.0% reported not watching television for news at all, and 33.0% watched occasionally. A substantial proportion agreed that Pakistani TV news channels were biased (mean=3.99), whereas 30.7% agreed and 20.0% strongly agreed that online news was more up-to-date. Facebook emerged as the most preferred news platform, with 53.0% consuming news regularly, while Twitter usage for news was comparatively lower. A statistically significant association was observed between age and social media usage (χ²=19.754; p=0.008).

Conclusion: University students demonstrated a marked preference for social networking sites over mainstream media for news consumption. Social media platforms were perceived as more accessible, interactive, and current, although concerns regarding credibility persisted. Television maintained cultural relevance but was increasingly secondary for informational purposes. Demographic characteristics, particularly age and education, influenced media preferences, underscoring the growing dominance of digitally mediated news environments among Pakistani youth.