In a recent scientific survey conducted by Esprimi, one of Malta’s leading research agencies, insights into public familiarity with the Gwida brand and its online portal, Gwida.mt, have been unveiled. The survey, carried out among 500 participants aged 16 and above, sheds light on the platform’s reach, the audience’s content preferences, and audience demographics.

The results of the survey show that an impressive 84 per cent of respondents are familiar with the Gwida brand and through Gwida.mt. Within this group, the highest level of familiarity is observed among individuals in the 25-34 age category, at a staggering 94.3 per cent. Following closely are those in the 35-44 age category (88.2 per cent) and the 16-24 age category (87 per cent). On the other hand, elderly respondents in the 65 years and above category display a comparatively lower familiarity, standing at 67 per cent.

The survey delves into the digital landscape, revealing that 81 per cent of participants regularly encounter Gwida.mt content, stories, and social media posts on their feeds. Notably, the 16-54 age groups are the most exposed to Gwida.mt on social media, with percentages ranging from 82 per cent to 92 per cent.

Further exploration of the survey data reveals that among those who encounter Gwida.mt posts on social media, 84 per cent have attained a secondary and/or tertiary level of education. This underscores the platform’s appeal across different educational backgrounds.

In terms of content preferences, the survey asked participants to identify which form of content they prefer to follow online between the shorter, lighter format published by Gwida.mt and hard news content. Results reveal that 57.4 per cent of respondents prefer Gwida.mt’s content, while 42.6 per cent opt for hard news content.

These findings showcase the diverse audience base of Gwida.mt, emphasising its significance and strength in reaching and engaging with individuals across various age groups and educational backgrounds. The platform’s ability to deliver content tailored to the preferences of its audience positions it as a notable player in Malta’s media landscape.

The Esprimi opinion poll was commissioned by Content House Limited, one of Malta’s leading media companies that operates several media brands in Malta, including Gwida.mt as well as WhosWho.mt.