While it has taken steps to clamp down on the spread of “fake news,” Facebook continues to resist attempts to portray the company as a media entity. But the reality is that many people use it as a news outlet and have come to think of it that way, according to a recent study.
A report released Thursday by the Pew Research Center looked at the ways that more than 2,000 U.S. adults find and consume news during an average week. It asked them twice a day for a week about where they got their news, and asked them to describe the experience.
About 10% of the users surveyed said the source of the news they came across was Facebook. In other words, they couldn’t remember which specific news outlet produced the news that they saw, just that it came via Facebook. More people cited the social network as a frequent news source than cited the New York Times, Washington Post or CBS.
In fact, almost 50% of those surveyed by the Pew Center researchers couldn’t remember the original source of the news they came across, even just a few hours after they had read it. For media companies relying on brand awareness, that’s a somewhat disturbing statistic.
Note: This was originally published at Fortune, where I was a senior writer from 2015 to 2017
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