Study on Consumer Trust in Media Finds Online News Ranks Top

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11th February 2011 11:23 - Media and PR

Consumer research for the 11th Edelman Trust Barometer report revealed this morning has found that while the UK public’s trust in media is at an unprecedented low, online news sources remain as first choice for most people when looking for information about brands.

The study was conducted by StrategyOne, Edelman’s research firm, and is based on interviews with more than 5,000 people across 23 countries. It looked at the credibility of businesses, governments, media and NGOs.

Search engines were found to be the primary source for news about brands amongst 29% of those surveyed, with online news sources ranking second choice for 23% of those interviewed.

Social media was uncovered as the least likely source of news, with a mere 5% of people saying they’d choose it as their first source and 7% saying it would be second.

Chair of StrategyOne, Neal Flieger, commented, “People are behaving like smart consumers when it comes to news and information, turning first to search engines to see what’s available on the topic they’re interested in, then seeking out traditional media to confirm or expand on what they learn.”

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