MARCO has presented the results of its 2025 International Consumer Survey, conducted in seven countries (Spain, Portugal, France, Italy, Germany, Mexico, and Brazil) with the participation of more than 4,500 consumers. The study reveals new media consumption habits, perceptions of misinformation, and trends that will shape the future of global communication.
The results highlight the establishment of platforms such as WhatsApp (8.30 on a scale of 1 to 10 for frequency of use), YouTube (6.76), and Instagram (5.91), which dominate digital media consumption in most of the countries analyzed, consolidating themselves as priority channels for connecting with mass and young audiences. However, television continues to play a key role: despite the digital boom, it remains a trusted (6.47) and far-reaching medium, especially among intergenerational and older audiences, and is the most reliable source of information for respondents (6.7).
If we segment the data by country, while Spain and Portugal prioritize WhatsApp and Instagram, in France TV continues to dominate; in Germany, trust in traditional media stands out; and Italy and Mexico show a hybrid balance between digital and television.
WhatsApp (13.6%), YouTube (10.8%), and Instagram (8.6%) are the most widely used channels in Spaniards’ daily lives, combining messaging, entertainment, and visual storytelling. Television continues to play a central role as a trusted source of information, with a high frequency of use (12.9%), especially among older generations. This confirms its relevance in campaigns seeking mass impact. Digital newspapers stand out as a source of information, indicating a structural shift towards online and mobile-first news consumption. Print media and Snapchat are losing relevance, being relegated in the face of digital advances, while Telegram and podcasts are emerging as secondary channels, with added value for niche targets and more specialized audiences.
The survey also analyzes the degree of impact of fake news and confirms that exposure to misinformation is widespread: 76.6% of respondents say they have been exposed to fake news in the last six months, a figure that highlights the urgent need to strengthen information verification and transparency in communication. Portugal and Spain have the highest levels of recognition of fake news, while Mexico and Brazil also show a strong impact, reflecting the importance of the phenomenon in complex socio-political contexts. Italy, Brazil, and Mexico lead in actively reporting fake news, with up to 83% of Italians saying they report it. In contrast, Spain, France, and Germany have reporting rates below 40%, reflecting less confidence in reporting mechanisms or a culture of less digital involvement.
“These results show that brands, institutions, and media outlets need to redouble their efforts to provide transparent, verifiable information tailored to each country’s media habits. In a scenario where citizens acknowledge having been exposed to fake news, trust becomes the new currency in communication,” says Didier Lagae, Founder and President at MARCO.
“The MARCO 2025 Consumer Survey reflects the urgency of responsible communication. The challenge for brands and institutions is not only to be present on the right channels, but also to ensure that what is shared helps to build trust in an increasingly questioned environment,” says David Martín, Head of Brand and Media Relations at MARCO.
Methodology:
The survey was conducted between May and June 2025 in seven countries. It covered various topics, such as work culture, hybrid working, social media consumption, sustainability, brand engagement, and leadership style.
A total of 4,598 people participated in the study in seven countries: the main European markets and the two main Latin American markets: France, Germany, Italy, Portugal, Spain, Mexico, and Brazil. The sample was obtained through random sampling, which ensured that it was representative of the general population in each country.
The data was collected through an online survey.
We analyzed new consumer behaviors and anticipated the emerging needs of both customers and employees, while identifying trends in brand engagement across different markets. The approach supports business development and thought leadership initiatives, while validating the most effective formats for social media communication in order to build a stronger connection with target audiences.