New research by a regional publisher has revealed a “strong bond” between news websites and their readers.

A study by Reach plc’s content agency Reach Solutions has shown news sites are far more trusted than social media or user generated video sites.

The findings of the ‘In Safe Hands’ study revealed 73pc expected to see unreliable content on social media, compared to just 43pc on user generated content video sites and 19pc on news sites.

Only 9pc said they expected to see violent content on news sites, compared with 52pc who expected to see it on social media and 44pc on user generated content video sites.

A total of 59pc expected to see shocking content on social media, compared with 47pc on user generated content video sites and 14pc on news sites.

According to Reach Solutions, the research demonstrates that trusted news sites play a vital role in “allowing the public to consume content on hard-hitting subjects in a safe environment.”

It said this also allows brands to “advertise alongside this ‘high intensity’ content without fear of negative feelings towards the content being transferred to their brands”.

Sarah Frost, pictured, insight manager at Reach Solutions said: “While online regulation is a rightful concern, advertising is equally effective when shown next to content that would normally be blocked as long as it is in a trusted news environment.

“This is a major eye-opener for marketeers and opens up huge swathes of digital inventory to advertisers.

“UK consumers are savvy and understand that not all digital platforms are created equal.

“They know that social media and UGC video sites have little regulation which is why they have a strong bond with trusted digital news sites.”

Piers North, chief revenue officer at Reach, added: “‘In Safe Hands’ illustrates the power of Reach’s news brands.

“Advertisers benefit from being in our curated ecosystem where they can maximise the opportunity to confidently advertise alongside all types of content due to the strength of the environment, rather than the wild west of user generated content video sites and social media.”