Portuguese are spending more and more time on digital platforms and adopting artificial intelligence technologies, but maintain their trust in traditional media. This is the main conclusion of the 2026 edition of the Meaningful Media study, developed by Havas Media Network.
The study reveals that, although Portuguese have significantly increased their time spent on social networks and AI tools, they have not transferred to these digital channels the credibility they attribute to traditional media.
The research by Havas Media Network, specialized in media planning, thus identifies a gap between Portuguese digital consumption behavior and the level of trust they continue to place in traditional media.
This conclusion suggests that, even in an era of increasing digitalization, traditional media maintains an important role in building trust among the Portuguese public.
