The way citizens in Alcalá de Henares get their news has undergone a profound transformation. Gone are the days when asking about a preferred newspaper defined a person's identity. Today, information flows through multiple channels like mobile phones, Facebook, Instagram, WhatsApp, and Telegram, leading many readers to encounter news without remembering its source.
The fifth installment of a city survey confirms the complexity of the current information ecosystem. Social media has become a primary gateway to local news, digital media maintains its importance, and loyalty to a single journalistic brand is declining. News consumption is spread across various platforms, although interest in local information remains high.
In the competitive landscape of local digital media, ALCALÁ HOY and Dream Alcalá lead with 18.7% and 18.6% spontaneous recall, respectively, a statistically insignificant difference. The Semanario Puerta de Madrid follows with 10.3%. However, the most revealing finding is that 49.2% of respondents cannot identify a specific outlet for following Alcalá's news, highlighting the progressive loss of loyalty to single journalistic brands.
This phenomenon, observed broadly in information consumption, forces media outlets to compete for attention in a saturated environment. The survey also indicates that media leadership varies by citizen profile (age, district, gender, political affiliation), demonstrating the absence of a homogeneous audience for local media.
Social media has become a fundamental gateway to local information, used by approximately four out of ten residents, a figure similar to those who directly access digital media. Information no longer follows a linear path; news appears on social platforms, directing users to media outlets. This redefines audience metrics, where the ability to generate viral and shareable content is as important as direct visits.
Facebook remains the most used social network for following local news (40.6%), closely followed by Instagram (36.6%) and X (22.5%). WhatsApp, Telegram, and YouTube are also information channels, albeit with more specific uses. Facebook is strong among those over 45, while Instagram dominates among young adults (25-44). TikTok shows growing presence among those under 35.
The data reflects a generational coexistence: Facebook continues to be a primary showcase, and Instagram represents future growth and the adoption of new consumption habits. The survey depicts a city with multiple ways of staying informed, where credibility, speed, and presence across various platforms are crucial. The landscape is open and competitive, with two digital outlets tied at the top and social media as the main gateway to current events.
The main conclusion is that the way people get informed in Alcalá has changed drastically. News no longer waits for the reader but finds them on their mobile phone. Understanding this transformation is vital for the future of local journalism, where the battle is not just about informing better, but about ensuring that information reaches an audience consuming news within external platforms.
