Institute for Public Opinion Research (IPOR) is an independent research institution with ability to gauge public opinion at its best on social issues, democracy and service delivery throughout Pakistan. IPOR is registered under section 32 of companies act, 1984 (XLVII of 1984) with the Security and Exchange Commission of Pakistan (SECP). IPOR’s Executive Director is also a member of European Society for Opinion and Market Research (ESOMAR). It is globally recognized mark of excellence within and beyond the industry

Institute for Public Opinion Research (IPOR) conducted a nation-wide quantitative survey of adult (age 18 & above) population of Pakistan to explore their news consumption patterns. Determining which medium of news and information is popular among the majority of Pakistanis? “Traditional or Social Media” So, in the war of narratives building, the findings of this study can be helpful for political parties/ institutions/groups to understand how they can craft their messages, target specific audience and propagate their narratives successfully.

Main Findings:

• Communicating messages through traditional or social media, may depend on various factors such as target audience, nature of messages, and communication goals, etc., however, this study revealed that although social media is increasingly becoming most favourite choice of the nation with 41% following it, but with 38% Pakistanis are still relying on traditional mediums (newspapers, television, radio, and magazines) for news/information.
• TV still tops list with 31% as main source of information combining all sources, also 45% of Rural residents still relying on traditional medium for news and information. • However, for reaching out to younger generations, digital platforms is best with 50% of younger voters (Age 18-35) are getting their news from social media platforms.
• Of those 41% who rely on Social media, the popular platforms are Facebook 45%, YouTube 21% , TikTok 12%, WhatsApp 10%, Instagram 7%, and x (Twitter) 2% respectively.
• Highly educated individuals, regardless of age,(51% Graduates & 67% Masters ) are relying on social media for news and information.
• Social media also takes lead in its accessibility as its users are not restricted to any timeframe, 71% use it everyday whenever they get time. • 64% Pakistanis said have access of internet and of these internet users 89% of Pakistanis said they primarily use internet through mobile phones.
• 74% Pakistanis living in urban areas said to have internet accessibility and 47% urbanites relying on social media platforms for news and information.
• However, on the question of trustworthiness, the nation is equally split, with 27% said “I don't trust any media. 25% said they trust social media and 28% trust news from traditional media and rest 20% did not answer

Conclusion

The choice between traditional and social media depends on the specific goals of the communication campaign, the target audience demographics, budget considerations, and the nature of the message being communicated.

A combination of both traditional (38% users) and social media (41% users) channels can also be effective approach to reach a diverse audience and achieve communication objectives. However, the survey results shows, institutions/groups who will use social media platforms like, YouTube, Twitter and Facebook, will have a better chance of campaigning, mobilizing supporters, building their narratives by attracting particularly young (50%), and tech-savvy educated urban (47%) demographics, hence winning this “war of narratives”.