Pure Telecom, Ireland's high-speed broadband and telecoms provider, has announced new results from its annual Connected Lives survey which reveal that almost a third (32%) of adults in Ireland have shared misinformation online before realising it was false. The growing issue of misinformation has led 87% of adults in Ireland to believe that it is now a serious problem facing modern society.

The nationally representative survey of 1,001 adults in Ireland was conducted by Censuswide on behalf of Pure Telecom. It explores the role of misinformation in our everyday lives and how it shapes our experiences online. In total, almost half (46%) of adults in Ireland admit that misinformation has influenced their opinions or beliefs in the past. Two-thirds (69%) report that they have seen information online that they initially believed to be true, only to later realise that they had been misled. A similar proportion (65%) have observed misinformation being spread online by people they know.

The research identifies AI as a contributing challenge in the era of misinformation. The majority of adults (81%) believe that AI-generated content, which includes the use of deepfakes, makes it harder to distinguish between 'real' and 'fake' news.

Despite this, 56% say they can easily spot misinformation online and 72% are confident in their ability to fact check online news articles. But adults in Ireland also believe that social media companies must bear some of the responsibility, with 87% saying social media platforms should do more to prevent the spread of misinformation.

The proliferation of misinformation online has led more than a third (37%) of adults to report that they don't trust mainstream online news sources to provide accurate information. The research found that one in 10 now turn to alternative news websites as one of their main sources of news.

The most popular way adults in Ireland prefer to receive their news is on TV (46%). This is followed by social media (45%) and radio (35%). Most (79%) said Irish media is a top source for their news media, while 38% cited UK media and 34% cited US media.

Paul Connell, CEO, Pure Telecom said: "While the majority of adults believe they can quickly identify misinformation, over-confidence could prove to be a person's greatest weakness. As misinformation becomes a defining challenge of our connected age, we must all apply a healthy degree of scepticism to what we see online to ensure we continue to reap the benefits of the online world.

"The internet remains an incredible force for good, connecting communities, enabling learning, and driving innovation. As a provider that keeps people connected, Pure Telecom is passionate about bringing the value of the online world to people, households and businesses across Ireland."

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