A recent study conducted by BBC Media Action reveals that a significant 66% of Fijians primarily use the internet for social media, underscoring the essential role these platforms play in the lives of people in Fiji for communication, entertainment, and news consumption.
The research indicates that Facebook continues to be the most widely used social media platform, followed by YouTube, TikTok, and Instagram. Among younger Fijians, aged 18 to 34, there is a marked preference for engaging with faster-growing platforms like Instagram, TikTok, and Snapchat, while Facebook and YouTube attract a more diverse audience spanning various age groups.
The study also points out a notable urban-rural divide in internet usage. Urban users are seen to engage with a broader range of platforms, whereas rural residents mainly rely on Facebook and YouTube to connect with family, access information, and seek entertainment.
Despite the high engagement levels, the research highlights prevalent skepticism towards content on social media, particularly concerning misinformation on platforms like Facebook and TikTok. Many respondents expressed a distrust in social media due to the prevalence of fake news and unreliable content.
To combat this, a significant number of respondents reported that they intentionally seek out established news outlets on social media, including Fiji Village, Fiji Times, and Fiji One, as these sources are perceived as more trustworthy.
BBC Media Action notes that this trend mirrors broader national findings regarding news consumption, indicating that traditional media organizations dominate online engagement. The report concludes that the most consistently engaged social media pages are those of news media organizations, highlighting the growing intersection between traditional media and the dynamic social media landscape.
Overall, this research not only sheds light on the digital habits of Fijians but also emphasizes the importance of reliable news sources amid a sea of misinformation, pointing toward a cautious yet informed approach to social media engagement among users.
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