Traditional media vs. new media: Impact of socio-demographic variables on media user behaviour across EU regions

Social media's rise has transformed users’ engagement with information across the European Union (EU) regions. While traditionally used for social interactions, platforms such as TikTok and Instagram are increasingly serving as primary sources of information. This study examines media consumption patterns within the EU, focusing on how socio-demographic variables (age, gender, education, occupation, and geographic region) affect news-seeking behaviour. By addressing these factors, we provide insights into media trust, digital literacy, and the impact of social media on the broader media ecosystem. Using data from the Flash Eurobarometer 3153 (2023) (N = 25.938), we apply ordinal and multinomial logistic regression to assess the impact of these socio-demographic factors on media trust and platform preferences. Our findings reveal significant regional and demographic disparities in media consumption, with younger groups favouring social media and video platforms, while older groups rely on traditional media. Our research provides valuable insights for policymakers, media organisations, and digital platform developers to strengthen media literacy, mitigate misinformation, and adapt and adjust platform design to evolving user preferences in the digital landscape.