Ukusetyenziswa ngabom, umxholo we-episodic kunye nabadali beendaba. I-media media landscape ivakalelwa njengendawo eyahlukileyo kakhulu ngoku kunokuba yayinjalo kwiminyaka embalwa edlulileyo. Kwaye oko kubonakala kuhlobo lomxholo abantu abafuna ukuwubona kunye nokuzibandakanya, ngakumbi kwiimpawu. Uvavanyo lwethu lwamva nje lwe-Q1 2026 Pulse lwabasebenzisi bemithombo yeendaba zentlalo kulo lonke elase-US, e-UK nase-Australia bemba uluhlu lwemiba-ukusuka ekuthembeni kwiindaba nakwiibrendi ukuya kubadali abathatha iimbombo zezopolitiko ukuya kwinto abanethemba lokuyibona kwaye bayiphephe kwiimveliso ngo-2026. Idatha kulo lonke eli nqaku ivela kwi-Q1 Pulse Survey ngaphandle kokuba kuchazwe ngenye indlela. Iindaba kunye nokuthembela kwimidiya yoluntu Kubekho uqhushumbo lothungelwano lokubeka iliso, kwaye ukunyuka kwabadali beendaba kunye nabaphembeleli kuye kwawenza nzima ngakumbi umbuzo wokuba abantu bazifumana phi iindaba zabo. Ngapha koko, imidiya yoluntu ngoku ngowona mthombo uxhaphakileyo weendaba malunga nesiqingatha sabemi, uyibeka nje phambi kweTV njengomthombo weendaba. Eli yayilibali elikhulu ngakumbi ku-Gen Z (67%) kunye newaka leminyaka (61%), abakhankanye imidiya yoluntu njengomnye wemithombo yabo emithathu ephezulu yeendaba.
Uthungelwano oluphezulu abantu abaxele ukuba basebenzise ukufumana iindaba yayiyi-Facebook, Instagram, YouTube, Reddit kunye ne-Instagram. Xa kufikwa kwindlela abantu abafuna ngayo ezo ndaba zisiwe kubo kumaqonga onxibelelwano, kwaxutywa. Ngokwamagama abanzi, uninzi (39%) lwabantu luchaze ukuba bafuna imibutho yeendaba kunye neentatheli ezizimeleyo ukuba zisebenze ngakumbi kumajelo eendaba ezentlalo ukuze babelane ngohlaziyo olwaphulayo kwaye babandakanyeke nabaphulaphuli. Xa ujonga izizukulwana ezincinci, kubaluleke ngakumbi kwi-Gen Z (51%) kunye ne-millennials (48%). Oku kubonakalisa utshintsho esilubonayo kuwo wonke amaqonga onxibelelwano, ukusuka nje kusasazo ukuya kulwakhiwo loluntu.
Kwaye njengoko lo mnqweno woluntu usanda, abathengi bafuna ilizwi abanokulithemba, apho i-AI ibe nefuthe njengoko iye yanda kakhulu. Ukuthembela kwimithombo yeendaba zentlalo kuhlala kunjalo phakathi kwempembelelo ye-AI Nangona intlalontle iyindawo enkulu yokukhula kwamaqonga eendaba, ukunyuka kwezixhobo zokuvelisa ividiyo ye-AI kunika abantu ukuba banqumame kwinto abanokuyithemba kwi-intanethi. Ukuphendula ngokukhawuleza, "Ukunyuka kwezixhobo ze-AI zokuvelisa ividiyo kubangele ukuba ndithembele kancinci kwiindaba endizibona kumajelo asekuhlaleni," i-88% yabantu abaphononongwayo bathi bavuma ngamandla okanye ngandlela thile. I-US yayinelona nani liphezulu labantu abavumelana kakhulu nale ngxelo (46%), kodwa iyinyani kubo bonke abantu.
Oku kwehla ekuthembekeni kwakungeyonyani kumajelo eendaba ezentlalo ngokubanzi, kunye namanqanaba okuthembana kumajelo asekuhlaleni ahlala elinganayo kuninzi olungaphandle kweli niche. Ukuthembana kukonke kunyukile kwi-16% yabasebenzisi, kuhlala kunjalo kuma-49% kwaye kwehle nge-35% kwiinyanga ezili-12 ezidlulileyo. Uninzi lweGen Z (72%) luthi intembeko yabo inyukile okanye ihleli injalo ngelo xesha.
Apho ukuthembela kuye kwanda khona, ngenxa yokuphuculwa kokhuseleko kunye nobumfihlo, okuqhube i-32% yeempendulo zophando okanye amava amnandi omxholo (24%). I-trust ihlile ngenxa yamabango olwazi olungelulo (30%) kunye ne-AI slop engalawulwayo (20%). I-AI ichaphazela ukuthembana, kodwa loo mpembelelo inkulu kwezinye iindawo, njengeendaba, kunakwimidiya yoluntu ngokubanzi. Okwangoku, kuchaphazela kakhulu ukuthembela kwiindawo apho abantu bafuna inyaniso, ngoko ke ukuba uzama ukunxibelelana nabaphulaphuli bakho ngendlela enyanisekileyo necacileyo, umxholo owenziwe ngumntu useyindlela yokuhamba. Iimpawu zithatha ukuma kwimiba yezentlalo nezopolitiko Kwiminyaka embalwa edlulileyo, ulindelo lwabathengi kwiimpawu ezithatha izikhundla ziye zavela. Kodwa ngoku abadali bakwisihlalo esishushu kwiimbono zabo zangaphambili nezangoku. Ngokwenyani, idatha yethu ibonisa ukuba ngelixa ingeyiyo uninzi, kukho ukhetho oluqhelekileyo lokuba iibrendi zimi kwimiba yentlalo.
Eyona mpendulo ixhaphakileyo xa kufikwa kulo mbuzo ibikukuthanda ukuba iibrendi zithathe unyawo kwimiba kuphela ukuba ihambelana ngqo nemveliso okanye ishishini. Kodwa malunga nekota yabasebenzisi balindele ukuma okucacileyo kwimiba emikhulu yoluntu, nokuba ishishini. Amanani ayefana kubadali, nangona bekukho inani elikhulu kancinane abathi abayithandi xa abadali bebandakanyeka kwezopolitiko xa kuthelekiswa neempawu (14% vs. 11%). Abantwana ababhubhileyo balindeleke ukuba bangathandi xa abadali bebandakanyeka kwezopolitiko (31%) xa kuthelekiswa neempawu (19%).
Kodwa kuthetha ukuthini ukuba nenxaxheba kwizigqibo zokuthenga? Abathengi baphepha iibrendi, kodwa kunqabile ukuba baphume endleleni yabo ukuze baxhase iimveliso ezabelana ngexabiso labo Nangona uninzi lweabathengi bafuna iibrendi zithathe ukuma kolunye uhlobo, nokuba loo nto ibisebenza njengesixhobo okanye uhlobo oluthile lwengxelo ecacileyo, isiphumo esibekho ekuthengeni kwabo kwahluka kakhulu:
I-32% yabaphenduli bophando bathi ukuma kwezopolitiko kunempembelelo kwizigqibo zabo zokuthenga, kunye nezo zisekelwe kwixabiso kunye nomgangatho wodwa. I-29% yathi iyakuyeka ukuthenga iimveliso ze-brand ukuba ixabiso labo liyangqubana. Kuphela i-15% ibike ukuthenga iimveliso ngenkuthalo ukuxhasa ixabiso le-brand.
Xa ucinga ngokuma kwimiba yentlalo, kuba lula xa ingumba onxibelelene ngokuthe ngqo neshishini lophawu lwakho. Kodwa isigqibo somntu ngamnye sixhomekeke kwizinto ezininzi. Oku kunokubandakanya ubunzima bomcimbi, iimbono zabasebenzi abaphambili, iimbono zesigqeba kunye nexabiso le-brand, kwaye kuyafaneleka ukwenza uluhlu lokukhangela xa umcimbi wentlalo uhlangabezana neseti echazwe kwangaphambili.
Yintoni abathengi abayifunayo kuluntu ngo-2026 I-AI ibonakala rhoqo kumajelo eendaba ezentlalo, kwaye ichaphazela into abantu abafuna ukuyibona kuthungelwano. Ingxelo yethu yamva nje ye-2026 yeSicwangciso soMxholo weNgcaciso yeNtlalo yafumanisa ukuba umxholo oveliswe yi-AI yenye yezinto eziphambili abathengisi abacwangcise ukuzama ngazo kulo nyaka. Kodwa abathengi bafuna umxholo owenziwe ngabantu. Kwaye oku kuqhawulwa konxibelelwano kungena kwincoko ebanzi malunga nokuba bafuna ntoni abathengi kwiimpawu kumajelo asekuhlaleni. UPhando lwethu lwe-Q1 Pulse lujonge nzulu ukuba i-AI iyichaphazela njani indlela yokuziphatha komsebenzisi kunye nokuqonda kuwo wonke amajelo asekuhlaleni. Iziphumo ze-AI kumajelo asekuhlaleni Sele sithethile ngempembelelo i-AI enayo ekuthembeni kwiindaba, kodwa inempembelelo ebanzi kakhulu. I-AI slop ibe ngumxholo omkhulu wencoko, kwaye ukunyuka kwayo kuye kwaba yimpikiswano phakathi kwabasebenzisi beendaba zoluntu. Ukuxhaphaka kwayo kumajelo eendaba ezentlalo kuqinisekiswa luphando lwethu, apho i-56% yabaphenduli babika ukubona i-AI slop kumajelo asekuhlaleni rhoqo okanye rhoqo, kunye ne-83% iyibona ubuncinane ngamanye amaxesha.
I-Baby boomers yayingabonanga mathuba amancinci okuxela ukuyibona rhoqo, kunye nama-37% kuphela abayibona rhoqo kwaye i-19% ithi abazange bayibone. Nangona kunjalo, eli qela libe neyona ndlela inamandla yokusabela engalunganga kwi-AI slop, kunye ne-56% besithi ayinakwenzeka ukuba banxibelelane nayo ukuba bayayibona. I-Gen Z yayinembono engathathi hlangothi malunga nokusebenzisana nolu hlobo lomxholo. I-34% ithe ubuncinane ngandlel' ithile kungenzeka ukuba babandakanyeke, ngelixa i-40% bekungenakwenzeka ukuba benze njalo. Oko kwathiwa, bangabona banako ukungalandeli, ukuthulisa okanye ukuvimba iiakhawunti ngenxa yokuba umxholo wabo uvakala ngathi i-AI slop, kunye ne-50% besithi sele bekwenzile oko. Oku kuqinisa isifundo sokuba ukuba abathengisi kunye namaqela asekuhlaleni aya kusebenzisa i-AI ekudalweni komxholo, kufuneka yenziwe ngenjongo. Indalo ye-AI ngenxa yendalo ayinakwenzeka ukuba ihambelane nabathengi. Kuyafaneleka ukuba uqaphele ukuba iziphumo ezimbi ezivela ekudalweni komxholo we-AI zinokuncitshiswa ngeendlela ezimbini. Gcina umntu obandakanyekayo kuwo onke amanyathelo okuveliswa komxholo, kwaye ubhale umxholo we-AI, njengoko ungabhalwanga umxholo we-AI abantu abawuchasayo kakhulu.
Iminqweno yabathengi yeempawu kwimidiya yoluntu ngo-2026 Ukuthetha ngento ehambelana nabathengi, siya kugqiba kwinto abayifunayo kwiimpawu ngokubanzi kwimidiya yoluntu kulo nyaka. I-66% yabantu bathi baziva bekhetha ngakumbi malunga nomxholo abasebenzisana nawo xa kuthelekiswa nonyaka odlulileyo, kodwa oko kukhetha kubonakala njani? Kukho umnqweno ocacileyo wokusetyenziswa komxholo ngenjongo. Iimpendulo eziphezulu zonke zabelana njengomxholo, nokuba kukuqhawula kunye nokunciphisa ixesha lesikrini, ukungena ngemvume ngenjongo okanye umxholo odlayo oxhasa ukuziphucula.
I-Gen Z (15%) yayiyeyona nto incinci ukukhetha ukuqhawula / ukunciphisa ixesha lesikrini kunye ne-baby boomers kunokwenzeka kakhulu (29%). U-Gen Z naye wayefuna ukudala umxholo omninzi kwaye adle ngaphantsi kwezinga eliphezulu kunabo bonke abanye abantu (11%). Lo mnqweno wokusetyenziswa ngabom ugqithiselwe kwinto abantu abafuna ukuyibona kwiimpawu kumajelo asekuhlaleni. Umxholo wezemfundo yayiyeyona #1 yomxholo izizukulwana ezifuna ukuwubona kwiibrendi.
Uluntu lukwalugxininiso olukhulu kubathengi, kunye ne-27% besithi bafuna iimpawu zigxile kulo mxholo. Iimveliso kufuneka zithembele kulo mzuzu wokuzimisela ngokudala umxholo ozisa abantu kunye. Abathengi bagxile kulonwabo, imfundo kunye nolwakhiwo loluntu, ngoko ngqiyame kuloo nto, ngakumbi ukuba inokudityaniswa ibe yifomathi ekwathetha ngayo. Umzekelo, isiqwenga semfundo esivela kumqeshwa ongaphambili, okanye emva kwemiboniso-umxholo ovela ekwenzeni i-episodic.Umxholo womibini unethuba eliphezulu lokuvakala. Ubunyani phezu kwe-automation Itekhnoloji ayizange ikwazi ngakumbi ukuvelisa umxholo, kodwa abasebenzisi abazange bafune ngakumbi uxhulumaniso lwabantu. Njengoko uPhando lwethu lwe-Q1 Pulse lubonisa, ixesha lokuskrola nje linika indlela yokusetyenziswa ngabom. Nokuba ivala i-AI slop okanye iphinda ibuyele kwi-bait yokuzibandakanya, umyalezo oya kwiibrendi kunye nabadali uvumelana ngamxhelo-mnye: umgangatho, ukunyaniseka kunye noluntu lonke umthamo wexilongo. Imibutho kufuneka ijike ekubeni ngabasasazi iye kwimithombo ethembekileyo. Iimveliso kufuneka zilandele isicwangciso esintlantlu-ntathu sonyaka ozayo:
Ngokuthembela kwiindaba kunye nokuguquguquka komxholo wedijithali, ukuleyibhela umxholo ozenzekelayo kubalulekile ukuba iibrendi ziqhagamshelane nabaphulaphuli bazo. Abaphulaphuli banqwenela umxholo wemfundo, ngoko ke iibhrendi kufuneka zigxile ekuboneleleni ngexabiso elibambekayo kunokujoyina nje incoko. Ngelixa abathengi belindele ukuba iibrendi zibenexabiso, ezi zimo zivakala kakhulu xa zimiliselwe kushishino lokwenyani lophawu lwakho kunye nobuchule.
Ekugqibeleni, imithombo yeendaba zentlalo ngo-2026 ivuza abom ngabom, kwaye iibrendi ezithanda iindlela ezimfutshane ezizenzekelayo ngaphezulu komngcipheko wokwakha uluntu zingahoywa ngokusisigxina ngabaphulaphuli abakhethayo, abathandabuzayo. Ukufumana ulwazi oluninzi malunga nokuba abathengi bafuna ukubona ntoni kwiimpawu, kunye noko abathengisi bacwangcise unyaka ozayo, khuphela iNgxelo yeSicwangciso soMxholo woLuntu lweNtlalo ye-2026. Iposti Imeko yemithombo yeendaba zentlalo ngo-2026: Idatha evela kuvavanyo lwamva nje lweSprout lwavela kuqala kwiSprout Social.
