Considering exposure to completely made-up news stories (fake news), the figure in the US is high at 31%, but exposure is even more widespread in Eastern European countries like Hungary (42%) and Romania (38%), and Mediterranean countries like Greece (44%) and Turkey (49%).
In the UK, the figure is 15%, and lower still in other Northern and Western European countries like Germany (9%), Denmark(9%), and the Netherlands (10%). In these countries, exposure to completely made-up news stories is typically less widespread thanall of the other forms of misinformation we asked about.
Proportion of people
very or extremely concerned about fake news
With data covering nearly 40 countries and five continents, this research is a reminder that the digital revolution is full of contradictions and exceptions. Countries started in different places, and the speed and extent of digital disruption partly depends on history, geography, politics, and regulation.
These differences are captured in individual country pages that can be found towards the end of this report. They contain important industry context written by local experts — alongside key charts and data points from each market.
The overall story is captured in this executive summary, followed by chapters containing additional analysis on key themes.