trust in the media...key findings •people across 27 countries are divided on whether they trust...

© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may

not be disclosed or reproduced without the prior written consent of Ipsos.

1

How do people across the world trust the news and information they receive from different sources?

How has trust changed over the last few years?

What role does fake news play?

How are public broadcasters perceived?

IPSOS GLOBAL ADVISOR

Trust in the Media

© 2019 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information

and may not be disclosed or reproduced without the prior written consent of Ipsos.

Key Findings• People across 27 countries are divided on whether they trust traditional media (magazines and

newspapers, TV and radio). These sources are equally trusted as they are distrusted.

• However, levels of trust in media sources vary greatly at the country level.

• Trust in traditional media is perceived to have decreased over the past five years. This survey shows two main contributing factors: the prevalence of fake news and doubts about media sources’ good intentions.

• Online media websites are slightly less trusted than traditional media, but trust in them is not reported to have dropped as extensively over the past five years.

• Proximity to people matters. People are most trusting of other people they know them personally. Furthermore, personal relationships are the only source of news and information that is perceived to have gained in trustworthiness over the past five years.

• Opinions vary widely across countries as to whether public broadcasters can be trusted more than private ones, depending on how broadcasting services are organized and controlled.

2



3

To what extent do people trust different sources of news and information?


Trust in News Sources



1%

2%

4%

4%

5%

5%

5%

5%

6%

6%

7%

7%

7%

7%

8%

8%

8%

10%

10%

11%

11%

12%

14%

16%

19%

20%

32%

9%

18%

9%

25%

35%

28%

25%

31%

41%

37%

41%

31%

33%

44%

35%

46%

34%

40%

52%

41%

41%

51%

53%

53%

49%

45%

34%

45%

38%

48%

53%

53%

44%

44%

47%

29%

32%

38%

30%

39%

45%

33%

40%

31%

49%

38%

27%

34%

30%

33%

20%

20%

23%

26%

23%

16%

35%

28%

35%

12%

13%

18%

17%

20%

13%

17%

7%

20%

12%

10%

12%

10%

8%

10%

6%

12%

13%

4%

9%

7%

8%

7%

13%

6%

13%

4%

1%

7%

4%

5%

6%

14%

9%

3%

16%

4%

2%

6%

6%

5%

1%

4%

5%

3%

6%

1%

6%

6%

4%

3%

11%

2%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Serbia

Poland

Spain

Argentina

Chile

France

Great Britain

Turkey

Japan

Russia

Peru

Belgium

South Korea

Australia

Mexico

Italy

Canada

Sweden

United States

Malaysia

Germany

China

Brazil

South Africa

Saudi Arabia

India

Global Average

A great deal of trust A fair amount of trust Not very much trust No trust at all Don’t know

-1%

55%

19%

30%

35%

39%

36%

25%

9%

5%

29%

0%

-16%

12%

-10%

7%

-18%

-21%

11%

-12%

1%

-12%

-33%

-29%

-18%

-37%

-77%

-58%

Q. To what extent, if at all, do you trust each of the following to be a reliable source of news and information?

TRUST IN NEWS SOURCES

• Trust in newspapers and magazines varies greatly across individual countries.

• Levels of trust are highest in India and lowest in Hungary and Serbia.

NEWSPAPERS AND MAGAZINESNET SCORE*

*A net score refers to % trust a great deal or a fair amount MINUS % do not trust very much or at all (here and on all other slides)

Base: 19,541 online adults aged 16-74 (18-74 in select countries) across 27 countries, from January 25 – February 8, 2019

3%

3%

5%

6%

6%

7%

7%

7%

8%

8%

8%

9%

9%

9%

10%

10%

11%

11%

12%

13%

13%

17%

17%

20%

25%

27%

27%

11%

14%

24%

25%

39%

35%

30%

30%

46%

38%

29%

28%

41%

36%

29%

56%

36%

46%

40%

50%

55%

44%

48%

49%

48%

43%

44%

31%

38%

56%

52%

37%

33%

43%

30%

40%

29%

29%

40%

50%

36%

40%

32%

24%

41%

30%

30%

22%

26%

26%

22%

20%

21%

24%

22%

20%

33%

25%

15%

30%

7%

11%

21%

19%

12%

22%

21%

12%

11%

9%

27%

6%

10%

8%

14%

8%

5%

14%

10%

8%

4%

6%

7%

12%

13%

2%

6%

3%

15%

4%

12%

4%

5%

4%

2%

1%

4%

6%

2%

3%

2%

5%

5%

8%

1%

3%

4%

6%

6%

2%

1%

9%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Poland

Hungary

Japan

Spain

France

Argentina

Belgium

Turkey

Chile

Mexico

Italy

South Korea

Russia

Canada

Peru

Australia

United States

Great Britain

Malaysia

Sweden

Brazil

Germany

China

South Africa

India

Saudi Arabia

Global Average


4%

26%

41%

38%

42%

38%

33%

17%

38%

32%

7%

19%

-5%

36%

-21%

-4%

4%

-26%

-25%

-6%

13%

-21%

-15%

-13%

5%

-37%

-39%

-64%



• At the global level, consumers trust television and radio (net score +4%) slightly more than they trust newspapers and magazines (net score -1%).

• In most countries, people are more inclined to say they have “a fair amount” of trust in TV and radio than “a great deal” of it.

TELEVISION AND RADIONET SCORE



2%

2%

3%

3%

3%

4%

4%

4%

4%

4%

5%

5%

5%

6%

9%

9%

9%

9%

9%

9%

10%

10%

11%

16%

16%

17%

20%

8%

24%

27%

23%

28%

29%

33%

26%

45%

40%

29%

30%

40%

48%

32%

45%

45%

31%

45%

32%

34%

48%

50%

33%

47%

44%

37%

46%

37%

48%

59%

46%

52%

48%

41%

33%

34%

38%

50%

44%

39%

32%

44%

32%

39%

44%

32%

38%

45%

29%

26%

47%

28%

28%

21%

26%

39%

22%

10%

7%

10%

14%

16%

24%

8%

11%

11%

19%

10%

9%

14%

11%

6%

13%

8%

16%

9%

9%

7%

7%

8%

6%

12%

6%

11%

4%

2%

21%

7%

6%

7%

13%

9%

6%

5%

2%

5%

5%

5%

4%

1%

4%

6%

6%

3%

5%

7%

2%

2%

6%

13%

2%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Serbia

Japan

Poland

Spain

Belgium

France

Great Britain

Canada

South Korea

Chile

Italy

Turkey

Argentina

Russia

Malaysia

Sweden

Australia

United States

Peru

Brazil

Germany

Mexico

South Africa

China

Saudi Arabia

India

Global Average


-5%

34%

22%

26%

26%

-10%

26%

20%

-10%

-13%

14%

-17%

8%

11%

-19%

12%

-4%

-29%

-27%

-5%

6%

-26%

-19%

-29%

-32%

-27%

-41%

-44%



• Globally, more people have little or no trust in online news websites and platforms (50%) than have a great deal or a fair amount of trust (45%).

• India, China, South Africa, and Germany show the highest levels of trust in online news websites.

ONLINE NEWS WEBSITES AND PLATFORMS NET SCORE



2%

2%

2%

2%

2%

2%

3%

3%

3%

3%

3%

4%

4%

4%

5%

5%

5%

6%

6%

6%

6%

7%

7%

8%

8%

16%

19%

5%

14%

15%

9%

16%

14%

19%

15%

15%

18%

20%

13%

17%

22%

31%

14%

27%

41%

34%

8%

31%

26%

23%

31%

22%

27%

37%

29%

22%

48%

52%

44%

54%

55%

48%

30%

51%

41%

46%

53%

52%

42%

48%

53%

37%

31%

35%

46%

37%

43%

48%

38%

37%

42%

34%

30%

43%

29%

26%

18%

19%

21%

24%

35%

24%

28%

23%

28%

24%

21%

16%

19%

16%

19%

14%

37%

15%

18%

16%

19%

24%

18%

11%

14%

21%

7%

5%

27%

9%

7%

6%

17%

8%

10%

7%

3%

4%

12%

2%

10%

15%

4%

11%

3%

10%

6%

7%

4%

10%

5%

2%

8%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Spain

Argentina

Japan

Poland

Serbia

Hungary

France

Sweden

Belgium

Italy

Peru

Mexico

Canada

Malaysia

South Korea

Great Britain

Turkey

Germany

Chile

Australia

Russia

China

Brazil

United States

South Africa

India

Saudi Arabia

Global Average


-38%

4%

7%

-25%

-31%

-19%

-33%

-29%

-15%

-69%

-10%

-4%

-22%

-53%

-29%

-37%

-56%

-65%

-46%

-48%

-57%

-47%

-51%

-59%

-54%

-51%

-61%

-61%



• Across the world, nearly two-thirds are mistrusting of information received by people they know predominantly through the Internet.

• Just two countries show a positive net score: Saudi Arabia (4%) and India (7%).

PEOPLE I KNOW PREDOMINANTLY THROUGH THE INTERNETNET SCORE



8%

11%

12%

13%

14%

14%

16%

16%

17%

18%

18%

19%

20%

21%

21%

21%

23%

26%

27%

27%

27%

29%

30%

34%

40%

44%

46%

23%

45%

46%

59%

53%

57%

58%

56%

35%

56%

43%

53%

51%

54%

43%

51%

52%

43%

52%

50%

39%

51%

53%

42%

44%

46%

42%

43%

49%

23%

32%

25%

24%

21%

20%

16%

33%

18%

32%

25%

21%

17%

15%

16%

18%

28%

10%

16%

14%

12%

11%

21%

15%

7%

7%

8%

19%

2%

5%

2%

4%

2%

2%

5%

10%

3%

3%

3%

3%

4%

8%

6%

5%

5%

2%

3%

8%

3%

3%

3%

5%

2%

2%

1%

4%

21%

6%

2%

6%

6%

5%

7%

5%

6%

3%

2%

6%

4%

12%

5%

4%

2%

10%

4%

12%

7%

5%

4%

2%

5%

6%

2%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

South Korea

Serbia

Italy

China

Spain

Belgium

Chile

Poland

Peru

Malaysia

Argentina

Hungary

France

Turkey

Brazil

Mexico

Great Britain

Sweden

Saudi Arabia

United States

Canada

South Africa

India

Australia

Germany

Russia

Global Average


49%

80%

77%

77%

58%

49%

68%

63%

44%

58%

67%

33%

51%

49%

40%

54%

45%

43%

25%

52%

8%

51%

50%

48%

38%

44%

20%

27%



• People are most trusting of information they get from other people they know predominantly in person.

• Net trust in personal relations as an information source is highest in Russia, Germany, and Australia and lowest in Chile, South Korea, and Japan.

PEOPLE I KNOW PREDOMINANTLY IN PERSONNET SCORE




Net Trust Scores by Country

• When it comes to trusting news sources, proximity matters. People are most trusting of those they know in person, and least so of people they mostly know through the internet

NET TRUST SCORES BY COUNTRY AND SOURCE

Glo

bal

Ave

rage

Arg

en

tin

a

Au

stra

lia

Be

lgiu

m

Bra

zil

Can

ada

Ch

ile

Ch

ina

Fran

ce

Ge

rman

y

Gre

at B

rita

in

Hu

nga

ry

Ind

ia

Ital

y

Jap

an

Mal

aysi

a

Me

xico

Pe

ru

Po

lan

d

Ru

ssia

Sau

di A

rab

ia

Serb

ia

Sou

th A

fric

a

Sou

th K

ore

a

Spai

n

Swe

de

n

Turk

ey

Un

ite

d S

tate

s

Newspapers and magazines

-1% -29% 12% 7% 35% 29% -33% 39% -12% 36% 1% -58% 55% 0% 11% 25% -16% -18% -37% -21% 19% -77% 30% -10% -18% 5% -12% 9%

Television and radio

4% 13% 19% -21% 33% 36% -25% 42% -15% 38% 32% -37% 41% 4% 5% 38% -26% -5% -39% -21% 26% -64% 38% -4% -13% 17% -6% 7%

Online news websites and platforms

-5% -19% 14% -19% 20% -5% -29% 26% -26% 26% 6% -44% 34% -4% -27% 8% -10% -10% -32% 11% 22% -41% 26% -27% -29% -17% 12% -13%

People I know predominantly through the internet

-38% -61% -15% -48% -19% -37% -69% -33% -47% -10% -22% -51% 7% -46% -51% -29% -56% -65% -54% -29% 4% -59% -25% -53% -61% -57% -4% -31%

People I know predominantly in person

49% 45% 77% 51% 51% 68% 8% 48% 40% 77% 67% 54% 58% 38% 27% 43% 33% 25% 52% 80% 44% 44% 49% 20% 50% 58% 49% 63%

Net trust scores indicate, whether overall trust or distrust prevails in a given country. A positive value indicates that trust prevails, while a negative value indicates the opposite.





10

How do people assess the personal relevance of different news and information sources?


Relevance of News Sources



Q. How good would you say each of the following is at providing news and information that is relevant to you?

Display of TOP 2 values: 1 “very good”2 “fairly good”

RELEVANCE OFNEWS SOURCES

• Globally, over half (54%) rate newspapers and magazines as very or fairly good at providing relevant news and information.

• Newspapers and magazines are rated especially high on relevance in India (82%) and especially low in Hungary (24%) and Serbia (20%).

20%

24%

38%

42%

44%

45%

45%

46%

48%

49%

50%

51%

55%

55%

57%

58%

59%

59%

60%

60%

64%

64%

67%

70%

70%

74%

82%

54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Turkey

Russia

Chile

Spain

Poland

France

Japan

Italy

Argentina

South Korea

United States

China

Peru

Great Britain

Sweden

Saudi Arabia

Australia

Belgium

Mexico

Germany

Canada

Brazil

Malaysia

South Africa

India

Global Average

NEWSPAPERS AND MAGAZINES



• Globally, more consumers rate TV and radio as a relevant source of news and information (58%) than do so of newspapers and magazines (54%).

• Three quarters in South Africa (78%) and India (75%) rate TV and radio news as very or fairly good at providing relevant news and information.

TELEVISION AND RADIO

27%

31%

41%

46%

46%

47%

50%

50%

51%

55%

55%

57%

59%

59%

60%

61%

64%

65%

66%

66%

69%

69%

69%

71%

73%

75%

78%

58%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Turkey

Spain

France

Poland

Italy

Chile

Japan

Russia

Argentina

United States

South Korea

Saudi Arabia

Peru

Mexico

Belgium

Australia

China

Sweden

Great Britain

Brazil

Germany

Canada

Malaysia

India

South Africa

Global Average


Display of TOP 2 values: 1 “very good”2 “fairly good” Base: 19,541 online adults aged 16-74 (18-74 in select countries) across 27 countries, from January 25 – February 8, 2019


• At the global level, nearly six in ten (57%) report online news websites are good at providing relevant information.

• Agreement ranges from 75% in South Africa to just 33% in Hungary.

ONLINE NEWS WEBSITES AND PLATFORMS

33%

41%

41%

42%

45%

46%

49%

51%

51%

53%

53%

56%

56%

56%

61%

61%

61%

62%

63%

63%

64%

66%

67%

69%

70%

72%

75%

57%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Spain

Japan

Turkey

France

Serbia

Italy

Belgium

Sweden

United States

Chile

Argentina

South Korea

Poland

China

Canada

Saudi Arabia

Germany

Peru

Malaysia

Great Britain

Russia

Australia

Mexico

Brazil

India

South Africa

Global Average




• On average, the relevance of news and information received by people known predominantly through the internet is rated the lowest – only one third consider them as good at providing relevant information.

PEOPLE I KNOW PREDOMINANTLY THROUGH THE INTERNET

21%

23%

23%

25%

25%

28%

29%

29%

30%

30%

33%

35%

36%

36%

37%

37%

38%

38%

41%

41%

43%

43%

47%

47%

48%

51%

61%

36%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Spain

Chile

France

Serbia

Hungary

Belgium

Sweden

Argentina

Italy

Mexico

Turkey

South Korea

Peru

Poland

United States

Great Britain

Canada

China

Russia

Germany

Malaysia

South Africa

Australia

Brazil

Saudi Arabia

India

Global Average




• Personal relationships are rated as good sources at providing relevant news and information by 70% of consumers globally (from 82% in Australia to 45% in Japan)

PEOPLE I KNOW PREDOMINANTLY IN PERSON

45%

53%

60%

60%

62%

65%

68%

68%

69%

69%

69%

71%

71%

71%

72%

73%

73%

74%

75%

76%

76%

77%

77%

78%

79%

79%

82%

70%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Chile

South Korea

Turkey

Italy

France

Spain

Belgium

Poland

Hungary

Peru

Saudi Arabia

Mexico

Malaysia

Sweden

Argentina

China

South Africa

United States

Russia

Brazil

Serbia

Great Britain

Canada

Germany

India

Australia

Global Average




Display of TOP 2 values: 1 “very good”2 “fairly good”

Summary of Relevance of News Sources

• In nearly all countries, personal contacts are rated as the most relevant source of news and information.

RELEVANCE BY COUNTRY AND SOURCE

Glo

bal

Ave

rage

Arg

en

tin

a

Au

stra

lia

Be

lgiu

m

Bra

zil

Can

ada

Ch

ile

Ch

ina

Fran

ce

Ge

rman

y

Gre

at B

rita

in

Hu

nga

ry

Ind

ia

Ital

y

Jap

an

Mal

aysi

a

Me

xico

Pe

ru

Po

lan

d

Ru

ssia

Sau

di A

rab

ia

Serb

ia

Sou

th A

fric

a

Sou

th K

ore

a

Spai

n

Swe

de

n

Turk

ey

Un

ite

d S

tate

s

Newspapers and magazines 54% 50% 60% 60% 70% 67% 44% 55% 46% 64% 58% 24% 82% 49% 48% 70% 64% 57% 45% 42% 20% 59% 74% 51% 45% 59% 38% 55%

Television and radio 58% 55% 65% 64% 69% 71% 50% 66% 46% 69% 69% 31% 75% 50% 51% 73% 61% 60% 47% 55% 27% 59% 78% 59% 46% 66% 41% 57%

Online news websites and platforms 57% 56% 67% 51% 70% 61% 53% 61% 45% 62% 64% 33% 72% 49% 41% 63% 69% 63% 56% 66% 46% 61% 75% 56% 41% 51% 42% 53%

People I know predominantly through the internet 36% 30% 47% 29% 48% 38% 23% 41% 25% 43% 38% 28% 61% 30% 21% 43% 33% 36% 37% 41% 25% 51% 47% 36% 23% 29% 35% 37%

People I know predominantly in person 70% 73% 82% 68% 76% 78% 53% 73% 65% 79% 77% 69% 79% 62% 45% 71% 71% 69% 69% 76% 77% 71% 74% 60% 68% 72% 60% 75%




17

How is trust in news sources perceived to have changed over the last five years?


Perceived Change in Trust Over the Last 5 Years



1%

1%

2%

2%

2%

2%

2%

3%

3%

3%

4%

4%

4%

4%

4%

4%

4%

5%

5%

6%

8%

9%

9%

10%

10%

17%

21%

5%

6%

6%

9%

4%

9%

3%

8%

5%

9%

6%

10%

13%

11%

9%

12%

7%

4%

9%

12%

23%

14%

17%

27%

27%

17%

21%

27%

12%

60%

37%

45%

32%

51%

44%

57%

41%

59%

46%

50%

40%

44%

25%

48%

46%

48%

39%

35%

34%

48%

37%

42%

45%

42%

28%

32%

43%

11%

17%

18%

26%

19%

22%

14%

27%

15%

23%

17%

23%

22%

27%

20%

22%

21%

20%

22%

24%

19%

19%

12%

13%

17%

15%

13%

19%

7%

33%

14%

33%

12%

25%

8%

16%

9%

13%

11%

16%

12%

31%

11%

16%

17%

20%

22%

10%

9%

13%

3%

3%

11%

9%

5%

15%

15%

5%

13%

3%

7%

4%

11%

8%

5%

8%

8%

4%

7%

5%

6%

5%

6%

7%

4%

3%

2%

5%

5%

2%

3%

9%

2%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Hungary

France

Serbia

Belgium

Russia

Germany

Poland

Canada

Great Britain

Australia

South Korea

Spain

Turkey

Chile

Italy

Sweden

United States

Argentina

Peru

Mexico

Brazil

China

Malaysia

South Africa

Saudi Arabia

India

Global Average

I now trust it much more I now trust it a little bit more My level of trust has not changed

I now trust it a little bit less I now trust it much less Don’t know

-16%

29%

14%

-1%

21%

21%

-6%

-7%

-6%

-27%

-26%

-30%

-27%

-16%

-45%

-20%

-22%

-15%

-27%

-12%

-35%

-12%

-41%

-20%

-52%

-21%

-43%

-11%

Q. And how much would, if at all, would you say your level of trust in each of the following has changed over the past five years?

PERCEIVED CHANGE IN TRUST

• In most countries, trust is more often perceived to have decreased over the last five years than to have increased.

• This is especially the case in Turkey and across Eastern Europe.


NET SCORE*

*Net trust scores indicate whether trust levels have overall increased (positive value) or decreased (negative value).Base: 19,541 online adults aged 16-74 (18-74 in select countries) across 27 countries, from January 25 – February 8, 2019

1%

2%

2%

3%

3%

3%

3%

3%

3%

3%

4%

4%

4%

4%

5%

6%

6%

6%

6%

7%

9%

11%

12%

12%

15%

18%

19%

6%

7%

8%

6%

6%

7%

7%

6%

17%

7%

10%

7%

9%

11%

10%

8%

7%

10%

11%

11%

18%

16%

21%

26%

27%

16%

19%

27%

12%

56%

52%

36%

39%

36%

39%

34%

38%

48%

43%

56%

51%

55%

50%

27%

49%

34%

45%

35%

41%

35%

32%

47%

43%

40%

31%

30%

41%

13%

19%

21%

17%

21%

21%

15%

23%

21%

23%

13%

19%

17%

17%

24%

20%

21%

15%

21%

21%

20%

21%

8%

13%

16%

15%

13%

18%

10%

12%

32%

32%

27%

17%

38%

14%

16%

14%

9%

10%

10%

10%

31%

14%

24%

19%

22%

13%

16%

11%

4%

3%

9%

10%

9%

16%

13%

7%

3%

3%

7%

13%

4%

5%

5%

7%

11%

8%

4%

8%

5%

5%

6%

4%

5%

2%

4%

4%

4%

2%

3%

7%

2%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Belgium

Serbia

Russia

Poland

France

Hungary

South Korea

Italy

Spain

Germany

Great Britain

Canada

Australia

Turkey

Sweden

United States

Chile

Argentina

Mexico

Brazil

Peru

China

Malaysia

South Africa

Saudi Arabia

India

Global Average



-16%

24%

12%

5%

24%

25%

-1%

-11%

-9%

-27%

-17%

-29%

-22%

-42%

-13%

-12%

-16%

-11%

-23%

-26%

-17%

-43%

-28%

-39%

-41%

-46%

-21%

-15%


• Globally, one in three say they trust TV and radio as a source of information less than they did five years ago; only one in six say they trust TV and radio more .

• Nearly half of Americans (45%) say they trust TV and radio less than they did five years ago.



NET SCORE


1%

1%

1%

2%

2%

2%

3%

3%

3%

3%

3%

3%

4%

4%

5%

5%

5%

8%

8%

8%

9%

10%

10%

10%

12%

17%

22%

6%

7%

7%

8%

13%

13%

9%

9%

10%

12%

9%

7%

7%

14%

10%

11%

12%

9%

11%

15%

24%

21%

24%

19%

24%

24%

28%

19%

14%

41%

59%

47%

44%

30%

45%

47%

40%

43%

52%

48%

40%

36%

49%

45%

49%

34%

38%

45%

46%

35%

36%

39%

41%

43%

32%

27%

42%

19%

12%

20%

21%

25%

25%

23%

19%

23%

17%

21%

31%

27%

19%

19%

16%

23%

20%

16%

16%

20%

17%

18%

16%

12%

15%

10%

19%

27%

5%

15%

16%

23%

11%

13%

14%

11%

8%

13%

12%

14%

14%

17%

10%

22%

17%

12%

4%

11%

11%

11%

7%

4%

7%

12%

13%

6%

16%

8%

3%

6%

7%

6%

14%

8%

12%

8%

6%

5%

5%

4%

8%

7%

6%

4%

2%

4%

2%

3%

2%

5%

2%

10%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Japan

Belgium

Serbia

Turkey

Poland

Canada

France

Spain

Germany

Great Britain

Sweden

South Korea

Italy

Russia

Australia

United States

Argentina

Chile

Malaysia

Brazil

Peru

South Africa

Mexico

China

India

Saudi Arabia

Global Average



-12%

19%

23%

20%

11%

0%

6%

-1%

12%

-5%

-18%

-31%

-9%

-20%

-19%

-23%

-33%

-24%

-13%

-19%

-20%

-24%

-25%

-33%

-22%

-26%

-38%

-9%


• Globally, one in five say they trust online news sites more than they did five years ago, while a third say they trust them less.

• Americans have particularly soured on online news websites and platforms (net score of -31%), along with Swedes (-33%), Turks (-33%), and Japanese (-38%).



NET SCORE


1%

2%

2%

2%

2%

2%

2%

2%

2%

3%

3%

3%

3%

3%

3%

3%

4%

4%

4%

5%

5%

5%

6%

7%

7%

12%

13%

4%

7%

15%

7%

9%

6%

4%

9%

8%

6%

8%

8%

13%

9%

8%

13%

8%

8%

8%

13%

17%

15%

10%

15%

15%

19%

28%

24%

11%

49%

35%

45%

46%

53%

56%

43%

43%

51%

52%

49%

39%

49%

55%

37%

49%

40%

45%

49%

51%

40%

40%

46%

35%

41%

36%

30%

45%

18%

23%

20%

18%

18%

9%

22%

14%

18%

13%

19%

25%

18%

12%

31%

13%

22%

18%

13%

16%

22%

20%

17%

20%

18%

14%

13%

18%

12%

16%

18%

20%

12%

5%

14%

15%

16%

11%

15%

11%

9%

8%

10%

11%

20%

15%

9%

9%

12%

16%

14%

18%

8%

7%

10%

13%

13%

10%

8%

6%

8%

24%

11%

18%

6%

15%

6%

10%

11%

14%

6%

15%

6%

10%

11%

2%

6%

9%

3%

5%

7%

4%

10%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Belgium

Turkey

Hungary

Chile

Serbia

Japan

Poland

France

Italy

Great Britain

Russia

South Korea

Canada

Germany

Peru

Sweden

Argentina

Spain

Australia

Malaysia

South Africa

United States

Mexico

Brazil

China

India

Saudi Arabia

Global Average



-16%

14%

19%

0%

-16%

-10%

-21%

-14%

-3%

-5%

-21%

-30%

-13%

-25%

-9%

-15%

-20%

-23%

-13%

-26%

-19%

-25%

-8%

-22%

-27%

-29%

-22%

-22%


• Trust in people known predominantly through the internet has greatly decreased. Only two countries (Saudi Arabia and India) show a positive net score.

• The biggest decreases in trust come from Latin America and areas of Europe (Hungary, Italy, and Poland).



NET SCORE


2%

3%

4%

5%

6%

6%

6%

6%

7%

8%

8%

8%

8%

9%

10%

10%

11%

11%

11%

12%

12%

12%

13%

13%

15%

19%

20%

9%

5%

14%

16%

12%

20%

13%

11%

18%

21%

15%

16%

18%

11%

16%

29%

32%

17%

13%

19%

15%

22%

20%

27%

22%

18%

25%

28%

18%

70%

62%

60%

69%

53%

63%

64%

44%

50%

64%

50%

54%

64%

57%

35%

48%

49%

54%

55%

58%

44%

49%

46%

47%

45%

29%

36%

53%

4%

11%

9%

9%

13%

10%

7%

20%

12%

7%

10%

10%

5%

9%

18%

6%

14%

5%

5%

9%

11%

9%

9%

12%

14%

8%

9%

10%

2%

5%

3%

2%

4%

4%

2%

6%

3%

2%

11%

4%

2%

4%

4%

2%

5%

4%

3%

4%

7%

5%

1%

5%

5%

10%

4%

4%

18%

5%

8%

2%

5%

5%

9%

5%

7%

5%

4%

7%

10%

7%

3%

2%

5%

13%

7%

3%

4%

5%

4%

1%

3%

8%

3%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Italy

Belgium

Serbia

South Korea

Sweden

Great Britain

Chile

Poland

Canada

Turkey

United States

Germany

Spain

Peru

Malaysia

Argentina

France

Australia

Russia

Brazil

Hungary

China

Mexico

South Africa

Saudi Arabia

India

Global Average



13%

35%

26%

14%

18%

30%

18%

16%

14%

22%

15%

9%

34%

17%

12%

12%

12%

3%

14%

13%

-2%

8%

5%

9%

6%

8%

1%

1%


• Globally, trust in personal contacts (other people known personally) as a source of news has grown more than it has receded.

• Though a majority report their levels of trust in personal contacts have not changed (53%), more report a gain (27%) than a loss (14%)



NET SCORE



Net Perceived Change in Trust by Country

• Overall, and across most countries, trust in all sources of information is perceived to have declined, except for personal contacts.

NET PERCEIVED CHANGE IN TRUST BY COUNTRY AND SOURCE

Net scores indicate how perceived trust has changed in each country. A positive value indicates that people are more trusting than they were five years ago, while a negative value indicates the opposite.


Glo

bal

Ave

rage

Arg

en

tin

a

Au

stra

lia

Bel

giu

m

Bra

zil

Can

ada

Ch

ile

Ch

ina

Fran

ce

Ger

man

y

Gre

at B

rita

in

Hu

nga

ry

Ind

ia

Ital

y

Jap

an

Mal

aysi

a

Me

xico

Pe

ru

Po

lan

d

Ru

ssia

Sau

di A

rab

ia

Serb

ia

Sou

th A

fric

a

Sou

th K

ore

a

Spai

n

Swed

en

Turk

ey

Un

ited

Sta

tes

Newspapers and magazines -16% -27% -15% -20% -6% -12% -16% 21% -21% -12% -27% -43% 29% -27% -11% 21% -7% -6% -35% -41% 14% -52% -1% -22% -20% -30% -45% -26%

Television and radio -16% -27% -13% -21% -11% -12% -17% 25% -28% -11% -16% -43% 24% -26% -15% 24% -9% -1% -39% -41% 12% -46% 5% -17% -23% -22% -42% -29%

Online news websites and platforms -12% -18% -9% -26% -1% -24% -5% 20% -20% -13% -24% -9% 23% -19% -38% 12% 11% 6% -25% -20% 19% -22% 0% -23% -19% -33% -33% -31%

People I know predominantly through the internet -16% -30% -5% -22% -16% -15% -27% 0% -19% -9% -13% -29% 19% -26% -8% -3% -10% -25% -25% -23% 14% -22% -14% -20% -21% -13% -22% -21%

People I know predominantly in person 13% 9% 22% 8% 16% 14% -2% 30% 15% 12% 8% 18% 35% 1% 1% 34% 18% 17% 13% 14% 26% 6% 14% 9% 12% 5% 3% 12%



24

How prevalent is fake news perceived to be in different news sources?


Prevalence of Fake News



82%

78%

68%

59%

59%

58%

57%

57%

55%

55%

52%

52%

51%

51%

50%

50%

49%

48%

47%

47%

46%

46%

42%

41%

37%

36%

34%

52%

12%

17%

25%

35%

39%

37%

31%

35%

41%

35%

34%

31%

42%

46%

36%

42%

36%

33%

41%

41%

48%

49%

48%

51%

56%

54%

36%

38%

6%

6%

7%

6%

2%

5%

12%

8%

4%

10%

14%

17%

7%

3%

14%

8%

15%

19%

12%

12%

6%

5%

10%

8%

7%

10%

30%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Russia

Brazil

Malaysia

South Africa

Australia

Argentina

India

United States

Saudi Arabia

Great Britain

South Korea

Peru

Belgium

Italy

Germany

France

Poland

Spain

Sweden

Mexico

Canada

Turkey

China

Chile

Japan

Global Average

A fair to great extent of fake news (TOP 2) Not very much fake news or none at all (BOTTOM 2) Don't Know

Q. How prevalent, if at all, would you say “fake news” is in the news and information provided to you by each of the following?

PREVALENCE OF FAKE NEWS

• Globally, a majority (52%) perceive fake news to be prevalent in newspapers and magazines.

• Fake news is most widely perceived to be prevalent in Serbia (82%), Hungary (78%), and Russia (68%) and least so in Japan (34%), Chile (36%) and China (37%).


*Top 2: Prevalent to a great/fair extent. Bottom 2: Not very much/at all prevalent.


74%

73%

71%

61%

61%

59%

57%

57%

54%

53%

53%

53%

53%

52%

52%

49%

49%

48%

47%

45%

45%

44%

43%

43%

40%

39%

37%

52%

22%

21%

24%

30%

34%

38%

36%

42%

34%

37%

32%

44%

42%

29%

43%

40%

45%

38%

39%

47%

47%

48%

47%

40%

54%

56%

34%

39%

5%

6%

5%

9%

6%

4%

7%

2%

12%

10%

15%

4%

5%

19%

5%

11%

6%

14%

14%

9%

9%

8%

9%

17%

6%

5%

29%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Russia

United States

Brazil

India

Argentina

Malaysia

Australia

Poland

Saudi Arabia

Mexico

South Africa

France

Peru

Spain

South Korea

Germany

Belgium

Italy

Turkey

Chile

Canada

Great Britain

Sweden

China

Japan

Global Average

A fair to a great extent of fake news (TOP 2) Not very much fake newsor none at all (BOTTOM 2) Don't know

• Globally, half (52%) of those surveyed say at least a fair amount of the news on TV and radio is “fake news”.

• This opinion is most common in Serbia (74%), Hungary (73%), and Russia (71%).





78%

75%

71%

71%

70%

70%

70%

69%

68%

68%

67%

65%

64%

63%

63%

63%

59%

58%

57%

57%

57%

56%

56%

52%

51%

49%

36%

62%

17%

19%

20%

23%

23%

27%

25%

23%

26%

24%

27%

18%

22%

25%

18%

26%

26%

28%

35%

32%

37%

33%

41%

19%

46%

45%

53%

28%

4%

6%

9%

6%

6%

2%

5%

8%

6%

8%

5%

17%

14%

12%

19%

12%

15%

14%

8%

12%

6%

11%

3%

29%

3%

7%

11%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Serbia

United States

South Korea

Russia

Malaysia

South Africa

Italy

Brazil

Sweden

India

Great Britain

Germany

Australia

France

Canada

Belgium

Saudi Arabia

Argentina

Spain

China

Poland

Peru

Japan

Mexico

Chile

Turkey

Global Average

A fair to a gret extent of fake news (TOP 2) Not very much fake news or none at all (BOTTOM 2) Don't know

• Nearly two-thirds (62%) globally say fake news is prevalent on online news websites and platforms.

• Strong majorities in Hungary (78%), Serbia (75%), the U.S. (71%), and South Korea (71%) believe fake news is prevalent online.





68%

67%

63%

62%

62%

62%

61%

58%

58%

58%

57%

56%

55%

55%

55%

52%

52%

52%

51%

50%

47%

47%

46%

45%

44%

41%

37%

54%

29%

27%

30%

24%

29%

27%

30%

33%

29%

32%

31%

26%

22%

25%

35%

41%

31%

35%

33%

40%

27%

47%

41%

38%

41%

19%

51%

32%

3%

6%

7%

13%

9%

11%

9%

9%

13%

10%

12%

18%

23%

20%

10%

7%

17%

13%

16%

10%

26%

6%

14%

16%

16%

40%

12%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Malaysia

Brazil

India

Sweden

South Africa

Italy

Russia

China

United States

Hungary

South Korea

Germany

France

Belgium

Argentina

Mexico

Canada

Saudi Arabia

Australia

Chile

Great Britain

Peru

Serbia

Spain

Poland

Japan

Turkey

Global Average

A fair to a great extent of fake news (TOP 2) Not very much fake news or none at all (BOTTOM 2) Don't know

• Over half of the respondents from across the world (54%) say news and information they receive from people they know predominantly through the internet contains a fair amount or a great deal of fake news.





61%

61%

51%

49%

49%

47%

41%

40%

39%

38%

36%

36%

36%

35%

34%

33%

33%

33%

31%

29%

29%

29%

29%

26%

23%

19%

18%

37%

36%

33%

43%

43%

34%

46%

46%

42%

53%

47%

54%

58%

58%

56%

55%

60%

53%

59%

54%

58%

59%

64%

54%

63%

65%

46%

74%

52%

3%

6%

5%

8%

17%

7%

13%

18%

9%

15%

9%

6%

7%

9%

11%

6%

13%

8%

14%

12%

12%

7%

18%

11%

13%

35%

8%

11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Malaysia

Brazil

India

China

Saudi Arabia

South Africa

Turkey

France

Italy

Belgium

Argentina

Mexico

Peru

South Korea

United States

Sweden

Germany

Russia

Spain

Chile

Australia

Hungary

Great Britain

Canada

Poland

Japan

Serbia

Global Average

A fair to a great extent of fake news (TOP 2) Not very much fake news or none at all (BOTTOM 2) Don't know

• Globally, just over a third (37%) say information from people they know personally contains at least a fair amount of fake news.

• However, while more than six in ten say so in Brazil and Malaysia, only two in ten do in Serbia and Japan.






Summary: Prevalence of Fake News

• Looking at all sources, online news websites are seen as containing a great deal or a fair amount of fake news more than other sources of news and information.

Glo

ba

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Arg

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Au

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Be

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Bra

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Ca

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Ch

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Ch

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Fra

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Ge

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Gre

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Bri

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Hu

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Ind

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Ita

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Jap

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Ma

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Me

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Pe

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Po

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Sa

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Se

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So

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PERCEIVED PREVALENCE OF FAKE NEWS ACROSS DIFFERENT SOURCES


Percentages shown are for “a great deal” or ”a fair amount” of fake news (TOP 2).

Newspapers and magazines 52% 57% 57% 50% 59% 42% 36% 37% 48% 49% 52% 78% 55% 50% 34% 59% 46% 51% 47% 68% 52% 82% 58% 51% 47% 46% 41% 55%Television and radio 52% 57% 54% 47% 61% 43% 44% 39% 52% 48% 43% 73% 59% 45% 37% 57% 53% 52% 53% 71% 53% 74% 53% 49% 49% 40% 45% 61%






31

To what extent do citizens think various news sources act with good intentions?


Intentions of News Sources



Q. To what extent, if at all, do you think each of the following act with good intentions when providing you with news and information? Display of TOP 2 values1 = “ a great extent” 2 = “ a fair extent”

INTENTIONS OF NEWS SOURCES

• Overall, half of respondents (50%) think newspapers and magazines act with good intentions .

• Nearly four in five think so in India and Malaysia, but only one in five do in Hungary.


18%

24%

30%

31%

37%

37%

37%

39%

43%

43%

44%

46%

47%

50%

51%

53%

53%

55%

58%

59%

63%

64%

64%

65%

70%

77%

79%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Poland

Turkey

South Korea

Italy

Russia

Argentina

Chile

Peru

Spain

Japan

France

Saudi Arabia

Great Britain

United States

Mexico

Australia

Sweden

Belgium

Brazil

Germany

China

Canada

South Africa

Malaysia

India

Global Average


• Similar to newspapers and magazines, about half (52%) believe TV and radio acts with good intentions with the news they provide.

• It’s a view shared by as many as about three in four Malaysians, but only about one in four Serbs and Hungarians.


27%

28%

33%

33%

39%

40%

42%

42%

44%

45%

46%

47%

49%

51%

51%

56%

60%

61%

62%

63%

65%

65%

68%

71%

72%

72%

77%

52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Serbia

Hungary

Turkey

Poland

Italy

Russia

South Korea

Spain

Argentina

Chile

France

Japan

Peru

Mexico

United States

Saudi Arabia

Australia

Sweden

Belgium

Great Britain

Brazil

Germany

Canada

China

South Africa

India

Malaysia

Global Average




• Similar to traditional media, half of all those surveyed globally (49%) perceive online news websites and platforms as acting on good intentions


31%

32%

32%

34%

36%

36%

39%

39%

43%

44%

44%

44%

47%

48%

50%

51%

52%

53%

55%

57%

59%

59%

63%

64%

65%

69%

70%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Japan

Turkey

Spain

Poland

South Korea

Serbia

Italy

France

Russia

United States

Argentina

Sweden

Peru

Belgium

Chile

Great Britain

Canada

Saudi Arabia

Australia

Germany

Mexico

Brazil

China

South Africa

India

Malaysia

Global Average




• Globally, only 39% think people they know predominantly through the internet act with good intentions when it comes to sharing news and information.


20%

22%

26%

27%

28%

31%

31%

33%

34%

34%

34%

34%

34%

37%

39%

39%

43%

43%

44%

46%

47%

49%

51%

51%

51%

52%

63%

39%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Chile

Peru

Argentina

Spain

South Korea

Serbia

Sweden

Turkey

Italy

Mexico

Poland

Hungary

France

Belgium

Russia

Great Britain

China

United States

Canada

Germany

Brazil

South Africa

Saudi Arabia

Australia

Malaysia

India

Global Average




• Globally, seven in ten consumers (72%) feel people they know are well-intended when it comes to sharing news and information.

• The highest levels of perceived benevolence about personal contacts are seen in Australia, Canada, Malaysia, Germany and the U.S.; the lowest in Chile and Japan.


49%

50%

59%

61%

62%

62%

69%

70%

70%

71%

71%

71%

71%

72%

75%

76%

77%

77%

78%

79%

80%

80%

80%

81%

81%

83%

85%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Chile

South Korea

Turkey

Saudi Arabia

Peru

Mexico

Poland

Hungary

Argentina

Italy

France

China

Spain

Belgium

Brazil

South Africa

Russia

Sweden

Great Britain

Serbia

India

The US

Germany

Malaysia

Canada

Australia

Global Average

Q. To what extent, if at all, do you think each of the following act with good intentions when providing you with news and information?Display of TOP 2 values1 = “ a great extent” 2 = “ a fair extent”



Q. To what extent, if at all, do you think each of the following act with good intentions when providing you with news and information?Display of TOP 2 values1 = “ a great extent” 2 = “ a fair extent”

Summary: Intentions of News Sources

• Across all countries, belief they act with good intentions when providing information ranges from 72% for personal contacts to 39% for people only known through the internet.

INTENTION BY COUNTRY AND SOURCE

Glo

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Can

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Ch

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Ch

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Fran

ce

Ge

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Gre

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Hu

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ry

Ind

ia

Ital

y

Jap

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Mal

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Me

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Pe

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Po

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Ru

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Sau

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Serb

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Sou

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Spai

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Swe

de

n

Turk

ey

Un

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d S

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s

Newspapers and magazines 50% 39% 55% 59% 63% 65% 43% 64% 47% 64% 51% 24% 79% 37% 46% 77% 53% 43% 30% 37% 18% 50% 70% 37% 44% 58% 31% 53%

Television and radio 52% 44% 60% 62% 65% 68% 45% 71% 46% 65% 63% 28% 72% 39% 47% 77% 51% 49% 33% 40% 27% 56% 72% 42% 42% 61% 33% 51%







38

Do citizens trust public broadcasters more than private-sector ones?


Trust in Public Vs. Private Broadcasters



Net Score: % trust public broadcasters more than private, minus % trust public broadcasters less. A positive value indicates more trust in public broadcasters over private ones.

Q. Do you trust public TV and radio broadcasters any more or any less than private-sector TV and radio broadcasters as sources of news and information?

TRUST IN PUBLIC VS. PRIVATE BROADCAST

• Opinions vary widely across the world as to whether public broadcasters are more or less trustworthy sources of news and information than private ones.

• Public broadcasters lead private broadcasters widely in India, Peru, and Sweden, but lag behind them most in Poland and Hungary.


+29%

-42%

Global Average 1.2%

Argentina -4%

Australia 8%

Belgium 7%

Brazil -6%

Canada 12%

Chile -7%

France -14%

Germany 20%

Great Britain 13%

Hungary -40%

India 29%

Italy -5%

Japan 10%

Malaysia 17%

Mexico 3%

Peru 24%

Poland -42%

Russia -12%

Saudi Arabia 7%

Serbia -6%

South Africa 4%

South Korea 6%

Spain 0%

Sweden 22%

Turkey -19%

United States 5%



40

To what extent do citizens agree or disagree with certain statements regarding news providers and sources?


Perceptions of Public Broadcasters



20%

29%

32%

32%

34%

37%

39%

40%

42%

43%

46%

48%

48%

50%

51%

51%

51%

52%

53%

53%

55%

58%

58%

60%

62%

65%

46%

39%

51%

25%

37%

45%

30%

34%

41%

39%

41%

36%

35%

38%

39%

31%

29%

31%

33%

31%

30%

30%

35%

30%

30%

22%

25%

34%

41%

20%

43%

31%

20%

34%

27%

20%

19%

16%

19%

18%

14%

12%

18%

20%

18%

15%

16%

17%

15%

8%

12%

10%

16%

10%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

Japan

Serbia

Poland

South Korea

Turkey

Russia

France

Germany

Italy

Peru

Chile

Spain

Belgium

Mexico

Saudi Arabia

Sweden

United States

Argentina

Brazil

Malaysia

Great Britain

Australia

Canada

South Africa

India

Global Average

Total Agree (Strongly + Somewhat) Neither Total Disagree (Strongly + Somewhat)

26%

55%

46%

50%

46%

50%

40%

36%

37%

37%

33%

31%

33%

38%

34%

30%

27%

27%

23%

20%

12%

3%

14%

1%

-11%

9%

-21%

Q. How much do you agree or disagree that public TV and radio broadcasters…Provide a necessary service?

A NECESSARY SERVICE?

• Globally, almost half of those surveyed agree that public TV and radio broadcasters provide a necessary service.

• Agreement ranges from two-thirds in India (65%) to just 20% in Hungary and 29% in Japan.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…PROVIDE A NECESSARY SERVICE?


AGREE – DISAGREE

25%

32%

32%

38%

40%

40%

40%

41%

42%

43%

43%

46%

46%

47%

51%

52%

52%

53%

53%

53%

54%

55%

57%

57%

59%

68%

47%

48%

52%

47%

51%

32%

47%

48%

47%

43%

47%

31%

38%

29%

42%

35%

36%

26%

35%

34%

29%

34%

32%

33%

33%

31%

23%

38%

27%

16%

20%

11%

28%

13%

11%

12%

16%

10%

26%

16%

24%

12%

15%

11%

21%

12%

13%

18%

12%

13%

11%

10%

10%

10%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

South Korea

Italy

France

Great Britain

Turkey

Japan

Australia

Spain

Belgium

Canada

Serbia

Chile

Saudi Arabia

United States

Argentina

Germany

Hungary

Mexico

Brazil

Peru

Malaysia

South Africa

Sweden

India

Russia

Poland

Global Average


32%

58%

49%

47%

46%

42%

42%

35%

40%

41%

31%

41%

36%

35%

22%

30%

17%

33%

26%

29%

29%

27%

12%

27%

12%

16%

-2%

Q. How much do you agree or disagree that public TV and radio broadcasters…Are different from private broadcasters?

DIFFERENT?

• 47% of global respondents agree that public TV and radio broadcasters are different from private ones.

• Notably, a plurality of the population in several countries neither agrees nor disagrees with the statement.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…ARE DIFFERENT FROM PRIVATE BROADCASTERS?


AGREE – DISAGREE

15%

18%

19%

19%

21%

23%

25%

29%

29%

29%

29%

30%

30%

31%

31%

32%

33%

36%

36%

37%

38%

41%

41%

42%

45%

46%

31%

42%

44%

43%

45%

43%

43%

37%

50%

44%

48%

31%

35%

38%

44%

41%

39%

52%

35%

35%

40%

39%

34%

39%

36%

29%

31%

40%

43%

39%

39%

37%

37%

34%

37%

22%

27%

23%

40%

35%

31%

26%

28%

29%

15%

29%

29%

24%

22%

25%

19%

22%

26%

23%

29%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Great Britain

Canada

Belgium

Australia

South Korea

United States

Peru

Italy

South Africa

Spain

Turkey

Sweden

Mexico

France

Chile

Argentina

Japan

Germany

Saudi Arabia

Malaysia

Brazil

Hungary

India

Serbia

Poland

Russia

Global Average


2%

23%

19%

20%

22%

16%

16%

13%

7%

7%

18%

3%

3%

5%

-1%

-5%

-11%

6%

2%

7%

-12%

-11%

-16%

-18%

-20%

-21%

-28%

Q. How much do you agree or disagree that public TV and radio broadcasters…Are obsolete?

OBSOLETE?

• Globally, opinion is evenly split on whether public broadcasters are obsolete (31%) or not (29%), but 40% neither agree nor disagree.

• Agreement is highest in Eastern Europe and lowest in Great Britain, Canada, Belgium, and Australia.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…ARE OBSOLETE?


AGREE – DISAGREE

18%

21%

22%

22%

25%

26%

27%

27%

27%

28%

29%

29%

30%

31%

32%

33%

34%

34%

34%

35%

37%

39%

40%

41%

43%

44%

31%

50%

49%

41%

57%

45%

55%

52%

57%

50%

46%

48%

51%

40%

40%

41%

50%

43%

47%

37%

48%

47%

30%

39%

41%

38%

40%

46%

32%

29%

37%

21%

31%

19%

21%

15%

23%

27%

23%

19%

30%

28%

27%

17%

23%

19%

28%

17%

16%

31%

21%

18%

19%

16%

23%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Belgium

Germany

Turkey

Canada

South Korea

Spain

France

Italy

Great Britain

Sweden

Australia

Serbia

Poland

Hungary

Argentina

Japan

Russia

United States

Peru

Malaysia

South Africa

Saudi Arabia

Chile

Brazil

Mexico

India

Global Average


8%

28%

24%

23%

19%

8%

21%

18%

6%

15%

11%

16%

5%

3%

0%

10%

6%

1%

4%

12%

6%

7%

-6%

1%

-15%

-8%

-14%

Q. How much do you agree or disagree that public TV and radio broadcasters…Are overly elitist?

ELITIST?

• Globally, less than one-third (31%) agree that public TV and radio broadcasters are overly elitist. Nearly half (46%) neither agree nor disagree.

• India, Mexico, and Brazil are the countries where agreement is highest, Belgium is where it is lowest.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…ARE OVERLY ELITIST?


AGREE – DISAGREE

31%

31%

32%

32%

33%

35%

36%

36%

37%

40%

40%

40%

41%

41%

43%

43%

44%

45%

45%

45%

46%

46%

46%

48%

48%

54%

41%

56%

55%

53%

43%

55%

48%

54%

51%

49%

46%

50%

46%

43%

43%

45%

41%

44%

35%

33%

35%

40%

40%

40%

39%

38%

34%

44%

13%

14%

15%

25%

12%

18%

10%

13%

14%

14%

10%

14%

16%

15%

13%

16%

12%

20%

22%

19%

13%

14%

14%

13%

13%

12%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Canada

Belgium

France

Saudi Arabia

Great Britain

Sweden

Italy

Australia

United States

Japan

Spain

Germany

Chile

Argentina

South Africa

South Korea

Malaysia

Peru

Turkey

Hungary

Serbia

Brazil

India

Mexico

Poland

Russia

Global Average


26%

42%

35%

35%

32%

32%

33%

26%

23%

25%

32%

27%

30%

26%

25%

26%

30%

26%

23%

23%

26%

17%

21%

7%

17%

17%

18%

Q. How much do you agree or disagree that public TV and radio broadcasters…Are bureaucratic?

BUREAUCRATIC?

• In all countries, more people agree with the statement that public TV and radio broadcasters are bureaucratic than disagree.

• However, in many countries about half of those surveyed neither agree nor disagree.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…ARE BUREAUCRATIC?


AGREE – DISAGREE

14%

19%

22%

25%

27%

29%

32%

32%

33%

33%

34%

35%

35%

36%

40%

41%

41%

42%

45%

45%

46%

46%

48%

51%

51%

52%

37%

30%

52%

52%

53%

24%

41%

48%

36%

26%

37%

39%

27%

32%

37%

31%

29%

41%

35%

28%

39%

32%

34%

29%

37%

38%

33%

36%

55%

29%

26%

23%

50%

31%

20%

32%

41%

29%

27%

38%

33%

27%

29%

30%

18%

23%

27%

16%

21%

20%

23%

11%

10%

16%

27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hungary

South Korea

Italy

Japan

Poland

France

Spain

Chile

Serbia

Argentina

Germany

Turkey

Russia

Mexico

Brazil

Peru

Belgium

Saudi Arabia

South Africa

Australia

Malaysia

United States

Sweden

Canada

Great Britain

India

Global Average


10%

36%

41%

40%

25%

26%

25%

29%

18%

19%

23%

11%

11%

9%

2%

-3%

7%

4%

-8%

0%

12%

-2%

-23%

2%

-4%

-10%

-41%

Q. How much do you agree or disagree that public TV and radio broadcasters…Offer quality programming?

QUALITY PROGRAMMING?

• 37% of people across the world agree that public TV and radio broadcasters offer quality programming; 27% disagree.

• Far more agree than disagree in India, Great Britain and Canada, while the reverse is true in Hungary and Poland.

HOW MUCH DO YOU AGREE OR DISAGREE THAT PUBLIC TV AND RADIO BROADCASTERS…OFFER QUALITY PROGRAMMING?


AGREE – DISAGREE

• These are the findings of the Global Advisor, an Ipsos survey conducted between February 22 to March 8, 2019.

• The survey was conducted in 28 countries around the world, via the Ipsos Online Panel system in Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Colombia, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Sweden, Turkey, and the USA.

• For the results of the survey presented herein, an international sample of 19,519 adults ages 19-74 in South Korea, 18-74 in the US, Canada, China, Malaysia, South Africa and Turkey, and ages 16-74 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel, with the exception of Argentina, Belgium, Chile, Colombia, Hungary, India, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+.

• 15 of the 27 countries surveyed online generate nationally representative samples in their countries (Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, and United States).

• Brazil, China, Chile, India, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey produce a national sample that is more urban & educated, and with higher incomes than their fellow citizens. We refer to these respondents as “Upper Deck Consumer Citizens”. They are not nationally representative of their country.

• Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to the most recent country Census data, and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated credibility interval of +/-3.1 percentage points for a sample of 1,000 and an estimated credibility interval of +/- 4.5 percentage points 19 times out of 20 per country of what the results would have been had the entire population of adults in that country had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

• These are the findings of an Ipsos online survey conducted between January 25 and February 8, 2019.

• The survey was conducted in 27 countries around the world, via the Ipsos Online Panel system in Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Sweden, Turkey, and the United States.

• The results are comprised of an international sample of 19,541 adults ages 16-74 in most countries, ages 18-74 in Canada, South Africa, Turkey, and the United States, and ages 19-74 in South Korea. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel, with the exception of Argentina, Belgium, Hungary, India, Mexico, Poland, Russia, Saudi Arabi, South Africa, South Korea, Sweden, Turkey, Malaysia, Chile, Peru and Serbia, where each have a sample of approximately 500+.

For more information, please contact:

Robert Grimm

Director of Ipsos Public Affairs, Germany

[email protected]

Nicolas Boyon

Senior Vice President, U.S.

[email protected]

Mallory Newall

Director, U.S.

[email protected]

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mailto:[email protected]



trust in the media...key findings •people across 27 countries are divided on whether they trust...

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