Ipsos Study Shows Declining Global Trust in Media
A new Ipsos study reveals that global trust in traditional and digital media has weakened in recent years. Key factors cited include the prevalence of "fake news" and doubts about the intentions behind media sources.
Global trust in traditional media such as newspapers, magazines, television, and radio has seen a decline in recent years, according to a new 27-country study by market research firm Ipsos. Trust in online news websites and platforms, as well as individuals primarily known through the internet, also remains low.
The study found that 47% of people globally trust newspapers and magazines, while 49% trust TV and radio. Online news platforms fare slightly lower, with 45% expressing trust. Significant variations in trust levels exist between different countries.
Approximately 34% of respondents worldwide reported trusting newspapers and magazines less than they did five years ago. A similar percentage (34%) feel the same about TV and radio, and 32% trust online news platforms less. The report identifies the rise of "fake news" and skepticism regarding the intentions of media sources as primary drivers for this erosion of trust.
Online news websites and platforms are particularly perceived as sources of misinformation, with 62% of global consumers believing fake news is prevalent there. Overall, only about half of consumers believe these media sources act with good intentions.
The findings suggest that for corporate communicators, focusing on trusted third parties and advocates may become increasingly important, as diminished trust in the medium itself could undermine the credibility of the message.