Social media and search engines lead weekly consumption of media in Portugal, with 94% and 96% usage, respectively, according to the sixth wave of the "Meaningful Media" study, conducted by Havas Media Network. The study, which included 600 interviews with people between 15 and 54 years old residing in mainland Portugal, also reveals that artificial intelligence (AI) applications, analyzed for the first time, show weekly usage of 68%, matching subscription television. Radio registers 85% weekly consumption, open television channels 83%, and press content 79%.
However, when analyzing credibility, open television channels lead with 71%, followed by newspapers (58%) and radio (57%), which is very close. The study also indicates that open television channels (55%) and search engines (51%) are considered the most indispensable media for 2026. Havas Media Network notes that in the last two editions, usage begins to diverge from relevance, a phenomenon explained by the "dual need" created by the context of uncertainty: credible information and easy-to-consume content.
By age group, social media dominates consumption among 15 to 34-year-olds, while search engines occupy the first position from 35 years old onwards. AI applications and music streaming are exclusive to the top five among the youngest (15-24 years old), while radio enters the top from 25-34 years old. In relevance, open television channels are part of the top five at all ages, with the first position recorded from 35 years old onwards.
Regarding artificial intelligence, 26% of respondents already use it to support purchasing decisions, a figure that rises to 37% in the 25-34 age group, with the home appliances category standing out. However, it is in information search and clarifying doubts that AI is most used (72%), followed by study or work support (44%) and writing and text revision (40%). The field work took place between April 28 and May 11, 2026, with a sample of 600 interviews, margin of error of +/- 4%, and confidence interval of 95%.
