Brits on lookout for positive news in 2013

The majority of Britons (51%) want to see more good or uplifting news in 2013 - and around a third want more humour and escapism of bad news.

The new research of 2,000 people by elephant communications asked people what they wanted to see more of in the news in the New Year. The majority of people wanted reasons to be positive. 

The study also suggested that UK consumers are twice as likely to rate the importance of quality content over media channel with it comes to the media they choose to follow. The new elephant study for 2013, which explores the drivers behind consumer media choices for news and current affairs, also reveals that trust has also become a key consideration for more than one in three consumers when selecting the media they follow. 

The research also compared UK consumer views to consumers in the USA. Whilst trust, quality content and convenience were rated equally important on both sides of the Atlantic, US consumers were more likely to say they would be drawn to reporting that was in line with their own political beliefs.