• Entertainment and inspirational news are the information functions least demanded by respondents.

• Most believe that the media have room for improvement, especially in their role in teaching citizens about new issues and in offering plurality.

In a media environment characterized by information overload, growing public disinterest in news, news avoidance, loss of relevance of traditional news brands, and resistance to paying for digital news, understanding and anticipating audiences' motivations for selecting certain types of news can provide a competitive advantage for news companies.

For this reason, this year's report has decided to investigate in depth what are the main needs that citizens expect to obtain when they consult the news. They are also asked about their Degree satisfaction with how the media fulfill those functions or needs expected by citizens. 

This analysis subject can enable publishers to better understand the underlying motivations and expectations of their audience, on which their ability to attract and hold consumers' attention depends to a large extent. By identifying the specific needs that the media satisfies, managers can develop content that more effectively aligns with audience interests and desires.

Specifically, order asked respondents to rate the relevance of the following aspects when informing themselves:

The data of survey shows that Spaniards especially value news that keeps them informed about what is happening on a daily basis (74%), that helps them understand more about different topics and events (69%), that offers them different points of view on current issues (67%) and that provides them with useful information and internship for day-to-day life (63%). At the other extreme, although with notable percentages of relevance among respondents, is news that helps citizens get involved in society's problems (58%), makes them feel connected to the rest of society (56%), is entertaining (55%) and makes them feel better about the world (52%). 

 However, there are differences by age in some of the functions or needs or gratifications. In general, the older groups value all the expected needs more highly than the younger cohorts. Thus, while 80% of those over 55 years of age expect news that keeps them up to date with what is happening, this percentage drops below 70% in the case of those under 44 years of age. In the case of news that offers different points of view, 75% of those over 45 value it, compared to 62% of those under that age.

Interestingly, and contrary to what one might think, older people value the entertainment and inspirational function more highly (59% and 58%, respectively) than younger groups (42% and 46%, respectively).

There are two age groups in which important differences are observed. We are referring to the 18-24 and 55-64 age groups. Thus, news that provides entertainment, makes people feel better about the world or offers useful information and advice for day-to-day life are relatively higher priorities for older people (59%, 58% and 68%, respectively) than for younger people (42%, 46% and 51%, respectively). 

 If we focus on the need that citizens consider "most important", we also observe some notable differences. That the news should inform about what is happening on a daily basis is the most valued need by all groups, although relatively more so among the older age groups. In the case of the need to learn, it is the second most relevant for those under 24 years of age and those between 35 and 54 years of age (29%). However, plurality is more highly valued than learning for those between the ages of 25 and 34 (26%) and those over 55 (31%). A curious case is represented by the relevance of news that offers useful information internship : it is the third most relevant need for those between 35 and 44 years of age, above plurality. 

The analysis by level educational and income level also sample that, for most categories, the higher the variables, the higher the evaluation of the functions of topicality, learning, plurality, usefulness and involvement. 

The media have room to improve the information expectations of the public 

How well do the media meet each of the needs that citizens expect to satisfy when they get information? The analysis sample shows two clear trends: there is an almost direct relationship between which are the priority needs for citizens when it comes to getting information and the evaluation they make about how the media satisfy them. Thus, 74% consider that the main function of the media is to offer current affairs, and 63% believe that the media fulfill this function correctly. At the other extreme, 52% believe that the news is inspirational and 40% believe that the media fulfill this function correctly. 

That said, the majority of citizens do not see their expectations fulfilled and the percentage of those who believe that the media are good at providing each function is lower than the percentage of citizens who value each of these functions. Thus, although 74% of those surveyed say that they turn to the media to keep abreast of current affairs, only 63% consider that the media correctly fulfill this function. The biggest gap between expected needs and fulfilled needs is in the learning functions (69% value it but only 55% believe that the media are doing it well) and in offering diverse points of view (67% value this function as important but only 53% believe that the media are fulfilling it). 

The analysis by age group sample shows some notable differences, especially among those under 24 years of age. In their case, there is a relevant gap between the relevance they assign to plurality of information and learning and the perceived performance in the media. In the intermediate age groups there are hardly any significant differences, while those surveyed between 54 and 65 years of age and those under 24 years of age show greater Degree dissatisfaction with the way in which the media perform certain functions. 

Thus, as can be seen in the graph, 81% of those surveyed between 54 and 65 years of age consider it very important for the media to offer information on day-to-day events, but only 67% believe that the media are fulfilling this function adequately. On the other hand, 70% of those under 24 years of age value this current affairs function, although only 59% believe that the media are offering it correctly. 

The main differences between the needs expected and the needs satisfied by the media companies are to be found in the function of plurality: both the elderly and the young consider this function to be very relevant but not sufficiently satisfied by the media. Thus, 63% of those under 24 years of age seek plurality of information but only 41% find it in the media; and in the case of older people, 75% consider that plurality is relevant but only 57% consider that the media offer it correctly. 

Finally, in the case of the more adult group , their second greatest unmet need is for the media to provide inspirational news, which makes them feel better about the world: 58% value it, but only 41% believe the media is providing it.