Samoa’s comprehensive independent media survey has confirmed a significant shift in the way Samoans access news, with digital platforms; however, newspapers and other traditional media are still the most trusted sources of information.

BBC Media Action audience research launched in Apia provides clear evidence that while audiences are embracing digital connectivity, they are consuming news with a distinct trust filter.

The study reveals that the lines between traditional and digital media are blurring, with audiences increasingly accessing newspaper, TV and radio content via online streams and social media pages to stay informed. This mobile-first environment is driving rapid growth in digital news consumption, particularly on social media platforms where news is often discovered before being verified elsewhere.

Delivering the keynote address on the research launch, Gareth Hoar, British High Commissioner to Samoa, highlighted the remarkable digital adoption in the country, noting that internet access via smartphones now reaches over 97 per cent of the population. However, he warned that this connectivity comes with significant challenges, particularly regarding misinformation.

The research also highlights the increasing financial pressure on audiences, with the high cost of data acting as a filter for information consumption, alongside concerns about the prevalence of misinformation in the online space. While Facebook and TikTok are frequently used for discovery and entertainment, they are the least trusted sources. In contrast, newspapers, free-to-air television and radio continue to serve as the "anchor of truth" for the nation.

Video content and community-based verification now play a central role in how Samoans process information. Audiences prioritise high-quality, in-depth local news that speaks to their daily economic reality, often turning to established TV stations and village chiefs to verify what they see online.

The survey notes that with newspapers, radio remains a credible source of information, particularly for those in rural communities or during travel, providing a consistent link to national events and reliable news.

“This research comes at a critical time for our profession,” said Lagi Keresoma, President of the Journalists Association of Samoa (JAWS). “We thank BBC Media Action for this timely reporting. Understanding that our audiences value accuracy over speed, and that the cost of living and helping the family are major challenges of Samoans. It is a call to action for all journalists to double down on integrity and verification to maintain the public trust.”

The survey confirms that traditional media brands remain among the most trusted nationwide, even as consumption habits evolve. Supported by UK International Development, this research offers a roadmap for the industry to inform, connect, and serve the Samoan people by combining the reach of digital with the credibility of traditional reporting.