The Paradox of Japanese People: 'I don't trust social media, but I still watch it' - Approximately 40% have 'failed due to misinformation,' yet TV remains the most trusted source.
A survey by Ebichoco Co., Ltd. revealed a paradox in how Japanese people consume information. While SNS and YouTube usage is widespread, television remains the most trusted medium. Approximately 40% of respondents reported experiencing failure due to believing misinformation on social media, highlighting a disconnect between usage and trust.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 19:40
- 🔍 Collected: April 14, 2026 at 11:01
- 🤖 AI Analyzed: April 14, 2026 at 13:49 (2h 47m after Collected)
In an era where the spread of social media and YouTube allows everyone to access vast amounts of information, the question of "what to believe" has become paramount. To clarify how information reception differs across generations, Ebichoco Co., Ltd. conducted a survey titled "Media Influence, Trust, and Purchasing Influence in the SNS Era" targeting 1,200 men and women aged 20 to under 80 nationwide.
The results showed that while the use of social media and YouTube is widespread, television still ranks as the most trusted medium. Furthermore, approximately 40% of respondents had experienced failure due to believing information on social media, revealing the contradictory reality of "using it despite not trusting it." In terms of purchasing behavior, trends varied by generation for television, word-of-mouth, and social media, indicating significant differences in how people engage with information.
■ Survey Overview
Survey Period: Questions 1-5: March 13, 2026
Questions 6-7: March 16-23, 2026
Survey Method: Internet survey
Target Audience: Questions 1-5: Men and women aged 20 to under 80 nationwide
Questions 6-7: Respondents to Questions 1-5
Sample Size: Questions 1-5: 1,200 people (evenly allocated 50 men and women for each 5-year age group)
Questions 6-7: 1,156 people
Survey Organization: Freeasy
*When using the survey results from this release, please be sure to clearly state "Survey by Ebichoco Co., Ltd."
■ Survey Results
1. Television remains dominant in the SNS era, with SNS/videos rising among younger generations
When asked about "information media used daily," "television" was the most common overall, indicating it remains central to information exposure.
However, when viewed by age group, the structure differed significantly. While television use was overwhelmingly high among those aged 50 and above, its usage rate dropped significantly to just over 30% among those in their 20s. Instead, social media and video-based media such as "X (formerly Twitter)," "Instagram," and "YouTube" gained prominence. Particularly among those in their 20s, the usage rates for "YouTube" and "X" were high, exceeding 40%, clearly showing a "shift away from television" and "dispersed media contact" among younger generations.
Additionally, "Web news" saw a rapid increase from those in their 30s onwards, becoming the primary medium after television for those aged 40 and above. The combined use of "television + digital" was also characteristic, becoming mainstream among middle-aged and older generations.
2. Purchasing behavior polarized between "word-of-mouth" and "television"
Regarding "information most referenced when purchasing products or services," "TV programs/commercials" was highest overall, followed by "word-of-mouth/reviews" and "corporate official websites."
However, when viewed by age group, clear differences emerged here as well. The influence of "TV programs/commercials" was very strong among those in their 60s and 70s, significantly outpacing other media. In contrast, among those in their 40s and 50s, the presence of "word-of-mouth/reviews" increased, suggesting that experience-based information strongly influences decision-making.
Furthermore, among those in their 20s, the influence of social media like "X," "Instagram," and "TikTok" was more pronounced than in other age groups, highlighting a structure where "information contact on social media" directly leads to purchasing behavior, rather than "real word-of-mouth."
3. "Trust" still lies with television and official information; social media is used but trust is limited
Regarding the "most trusted source of information," "TV programs/commercials" was the top choice overall, followed by "corporate official websites" and "opinions of family/friends." Notably, the trustworthiness of social media and influencers was generally low. While some level of trust in "X" and "YouTube" was observed among those in their 20s, it rapidly declined with increasing age, revealing that social media is a medium that is "used but not trusted."
Moreover, those in their 50s and 60s showed higher trust in "corporate official websites" and "opinions of family/friends" than other media, suggesting a strong tendency to prioritize the veracity of information.
4. Experience of failure due to social media information is higher among younger generations, revealing an "information literacy gap"
Approximately 40% of all respondents reported having experienced some form of failure due to believing information seen on social media.
By age group, those in their 20s had the highest rate of failure experience, with responses like "often" and "several times" being prominent. Conversely, failure experiences decreased with age, with nearly 70% of those aged 50 and above reporting "none."
This result indicates that younger generations, who have higher exposure to social media, have more opportunities to encounter misinformation, thereby increasing their risk. The relationship of "higher frequency of use = higher risk" was clearly highlighted.
5. Failures on social media are centered on "X and YouTube," with strong dissemination power and video influence as background factors
When those who had experienced failure on social media were asked about the "specific media," "YouTube" was the most common, followed by "X."
"X" was particularly high among those in their 20s and 40s, suggesting that its real-time nature and high dissemination power may contribute to the spread of misinformation. Meanwhile, "YouTube" showed a high tendency among middle-aged and older generations, indicating that the persuasiveness and perceived reliability of video content may be a factor leading to misjudgment.
6. Over 40% also experienced "failure" with non-SNS media
Similar to social media, over 40% of all respondents reported having experienced "failure due to believing information seen on TV, radio, newspapers, magazines, web news, word-of-mouth, and review sites."
Notably, responses indicating "several times" were more frequent than for social media, suggesting that this occurs continuously rather than as a one-off event. By age group, it was relatively high among those in their 40s to 60s, indicating that the risk becomes more apparent among those who have high daily exposure to information.
7. "Believing and failing" concentrated on television, word-of-mouth, and web news
When asked "specifically which media led to failure," "television," "word-of-mouth/review sites," and "web news" were the top answers.
"Television" was high across all age groups, exceeding half among those in their 30s. "Word-of-mouth/review sites" were high at nearly 60% among those in their 50s, suggesting cases where overconfidence in experiential information leads to misjudgment.
Furthermore, "web news" was also high across a wide range of age groups, indicating that its immediacy and large volume of information may be factors contributing to errors in judgment.
■ General Summary
The results of this survey highlight that Japan in 2026 is in a unique phase where "deepening digital usage" and "strong distrust of information credibility" coexist.
While approximately 40% of those in their 20s use X (formerly Twitter) and over half of those in their 30s use YouTube as their primary information sources, a "trust dissociation" is occurring where their trust in these platforms is less than 10%. This is underpinned by serious negative experiences on social media, with approximately 40% overall, and a significant 58.5% of those in their 20s (who have high information exposure), reporting suffering disadvantages due to believing misinformation.
Amidst this "torrent of information," "television (22.0%)" still reigned as the most trusted information source across all generations. Information from mass media, backed by social responsibility such as the Broadcast Law and editorial accountability, functions as a "trust anchor" for consumers to gain "conviction" at the final stage of decision-making. Modern consumers engage in extremely cautious "cross-checking," such as verifying an average of more than four reviews before purchasing, but the basis for their judgment still lies in the objective fact that "it was reported by public media."
If social media is a means of "reach," then mass media is a breakwater that guarantees "reputation." The only way to transform consumer distrust into reassurance is a hybrid strategy that leverages social media to create momentary buzz while also gaining the "seal of approval" through media exposure from third-party organizations.
In an age of information overload, the company ultimately chosen is not the "most seen company" but the "most deeply trusted company." To establish long-term brand value and strongly support consumer purchasing behavior, it is essential to position the unwavering foundation of trust provided by mass media at the core of public relations strategy.
(Ryuta Sugawara, Representative Director, Ebichoco Co., Ltd.)
The results showed that while the use of social media and YouTube is widespread, television still ranks as the most trusted medium. Furthermore, approximately 40% of respondents had experienced failure due to believing information on social media, revealing the contradictory reality of "using it despite not trusting it." In terms of purchasing behavior, trends varied by generation for television, word-of-mouth, and social media, indicating significant differences in how people engage with information.
■ Survey Overview
Survey Period: Questions 1-5: March 13, 2026
Questions 6-7: March 16-23, 2026
Survey Method: Internet survey
Target Audience: Questions 1-5: Men and women aged 20 to under 80 nationwide
Questions 6-7: Respondents to Questions 1-5
Sample Size: Questions 1-5: 1,200 people (evenly allocated 50 men and women for each 5-year age group)
Questions 6-7: 1,156 people
Survey Organization: Freeasy
*When using the survey results from this release, please be sure to clearly state "Survey by Ebichoco Co., Ltd."
■ Survey Results
1. Television remains dominant in the SNS era, with SNS/videos rising among younger generations
When asked about "information media used daily," "television" was the most common overall, indicating it remains central to information exposure.
However, when viewed by age group, the structure differed significantly. While television use was overwhelmingly high among those aged 50 and above, its usage rate dropped significantly to just over 30% among those in their 20s. Instead, social media and video-based media such as "X (formerly Twitter)," "Instagram," and "YouTube" gained prominence. Particularly among those in their 20s, the usage rates for "YouTube" and "X" were high, exceeding 40%, clearly showing a "shift away from television" and "dispersed media contact" among younger generations.
Additionally, "Web news" saw a rapid increase from those in their 30s onwards, becoming the primary medium after television for those aged 40 and above. The combined use of "television + digital" was also characteristic, becoming mainstream among middle-aged and older generations.
2. Purchasing behavior polarized between "word-of-mouth" and "television"
Regarding "information most referenced when purchasing products or services," "TV programs/commercials" was highest overall, followed by "word-of-mouth/reviews" and "corporate official websites."
However, when viewed by age group, clear differences emerged here as well. The influence of "TV programs/commercials" was very strong among those in their 60s and 70s, significantly outpacing other media. In contrast, among those in their 40s and 50s, the presence of "word-of-mouth/reviews" increased, suggesting that experience-based information strongly influences decision-making.
Furthermore, among those in their 20s, the influence of social media like "X," "Instagram," and "TikTok" was more pronounced than in other age groups, highlighting a structure where "information contact on social media" directly leads to purchasing behavior, rather than "real word-of-mouth."
3. "Trust" still lies with television and official information; social media is used but trust is limited
Regarding the "most trusted source of information," "TV programs/commercials" was the top choice overall, followed by "corporate official websites" and "opinions of family/friends." Notably, the trustworthiness of social media and influencers was generally low. While some level of trust in "X" and "YouTube" was observed among those in their 20s, it rapidly declined with increasing age, revealing that social media is a medium that is "used but not trusted."
Moreover, those in their 50s and 60s showed higher trust in "corporate official websites" and "opinions of family/friends" than other media, suggesting a strong tendency to prioritize the veracity of information.
4. Experience of failure due to social media information is higher among younger generations, revealing an "information literacy gap"
Approximately 40% of all respondents reported having experienced some form of failure due to believing information seen on social media.
By age group, those in their 20s had the highest rate of failure experience, with responses like "often" and "several times" being prominent. Conversely, failure experiences decreased with age, with nearly 70% of those aged 50 and above reporting "none."
This result indicates that younger generations, who have higher exposure to social media, have more opportunities to encounter misinformation, thereby increasing their risk. The relationship of "higher frequency of use = higher risk" was clearly highlighted.
5. Failures on social media are centered on "X and YouTube," with strong dissemination power and video influence as background factors
When those who had experienced failure on social media were asked about the "specific media," "YouTube" was the most common, followed by "X."
"X" was particularly high among those in their 20s and 40s, suggesting that its real-time nature and high dissemination power may contribute to the spread of misinformation. Meanwhile, "YouTube" showed a high tendency among middle-aged and older generations, indicating that the persuasiveness and perceived reliability of video content may be a factor leading to misjudgment.
6. Over 40% also experienced "failure" with non-SNS media
Similar to social media, over 40% of all respondents reported having experienced "failure due to believing information seen on TV, radio, newspapers, magazines, web news, word-of-mouth, and review sites."
Notably, responses indicating "several times" were more frequent than for social media, suggesting that this occurs continuously rather than as a one-off event. By age group, it was relatively high among those in their 40s to 60s, indicating that the risk becomes more apparent among those who have high daily exposure to information.
7. "Believing and failing" concentrated on television, word-of-mouth, and web news
When asked "specifically which media led to failure," "television," "word-of-mouth/review sites," and "web news" were the top answers.
"Television" was high across all age groups, exceeding half among those in their 30s. "Word-of-mouth/review sites" were high at nearly 60% among those in their 50s, suggesting cases where overconfidence in experiential information leads to misjudgment.
Furthermore, "web news" was also high across a wide range of age groups, indicating that its immediacy and large volume of information may be factors contributing to errors in judgment.
■ General Summary
The results of this survey highlight that Japan in 2026 is in a unique phase where "deepening digital usage" and "strong distrust of information credibility" coexist.
While approximately 40% of those in their 20s use X (formerly Twitter) and over half of those in their 30s use YouTube as their primary information sources, a "trust dissociation" is occurring where their trust in these platforms is less than 10%. This is underpinned by serious negative experiences on social media, with approximately 40% overall, and a significant 58.5% of those in their 20s (who have high information exposure), reporting suffering disadvantages due to believing misinformation.
Amidst this "torrent of information," "television (22.0%)" still reigned as the most trusted information source across all generations. Information from mass media, backed by social responsibility such as the Broadcast Law and editorial accountability, functions as a "trust anchor" for consumers to gain "conviction" at the final stage of decision-making. Modern consumers engage in extremely cautious "cross-checking," such as verifying an average of more than four reviews before purchasing, but the basis for their judgment still lies in the objective fact that "it was reported by public media."
If social media is a means of "reach," then mass media is a breakwater that guarantees "reputation." The only way to transform consumer distrust into reassurance is a hybrid strategy that leverages social media to create momentary buzz while also gaining the "seal of approval" through media exposure from third-party organizations.
In an age of information overload, the company ultimately chosen is not the "most seen company" but the "most deeply trusted company." To establish long-term brand value and strongly support consumer purchasing behavior, it is essential to position the unwavering foundation of trust provided by mass media at the core of public relations strategy.
(Ryuta Sugawara, Representative Director, Ebichoco Co., Ltd.)