Traditional Media More Trustworthy Than Emerging
NEW YORK (AdAge.com) -- Traditional news sources are considered more reliable and trustworthy by consumers than blogs and other emerging media, according to a nationwide survey conducted by LexisNexis, but a third of respondents said they expect to turn to both types of media for news in the future.
|The 1,500-person online survey conducted by LexisNexis found that the 'future of trust' lies in traditional media forms. |
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'Future of trust'
The 1,500-person online survey, in which 1,162 responders were identified as consumers, found that the "future of trust" lies in traditional media forms -- mainstream newspapers, magazines, TV and radio. More than half (52%) anticipate relying on traditional sources for news that significantly affects their lives, while 13% will rely mostly on emerging media, such as citizen journalists, blogs and podcasts. More than a third, however, anticipate relying on both forms of media for news.
The survey found that network TV is the medium of choice for immediate news during a pandemic, with half anticipating tuning into it for updates and information. The next most popular choices were radio (42%), daily local newspapers, cable news or business networks (33%) and websites of print and broadcast media (25%). Only 6% of consumers would turn to emerging media for immediate news during such an event.
Traditional media for entertainment news
The study also found that consumers are four to six times more likely to trust traditional media vs. emerging news sources for news they find most interesting as well, not just breaking-news stories. Areas of high interest were defined as topics selected by about a third of consumers as one of their top five interests, and include entertainment, hobbies, weather and food and cooking.
For entertainment news, the most popular topic at 32%, the most trusted source was traditional lifestyle media, followed by blogs, user groups and chat rooms, general-interest and news magazines, radio and special-interest websites. The study further found that entertainment news was selected five times more often than personal finance, which had the lowest interest rating among the 21 categories in the survey. Sports and recreation were popular among 24% of consumers.
Last spring, LexisNexis integrated licensed blogs into its online research platform. "We were looking at not only the current state of what people trust and rely on, but ... we wanted to also look at what's possibly happening in the future," said Jennifer Aleknavage, LexisNexis' communications manager. "What's interesting is that new media doesn't take away from traditional at all."
Though the company has done news surveys in the past, this is the first time it has explored attitudes toward emerging media forms.