Survey Reveals Trust Comparison For Print And Online
More than 80% of UK newspaper readers and 74% of magazine readers think that print and online media are equally trustworthy, according to a survey conducted by the Association of Online Publishers.
The report also found that 72% of newspaper readers and 66% of magazine readers in Britain believe that online media is as reliable as newspapers and magazines.
Out of newspaper readers, 13% said they had more trust in the print product, and 7% had more trust in online. In magazines, a fifth of readers trusted the print product more and 7% trusted a title’s website.
Researchers concluded that the brand was more important than the medium, with 60% of respondents saying they used both print and online for different consumption needs.
Two thirds said web information was easier to access than print and that the internet was faster for finding information.
The AOP surveyed nearly 27,000 users on its member websites, which include Guardian Unlimited, Times Online, Emap and Conde Nast.
ABC and ABCe figures have recently shown a trend for increased usage on newspaper websites, whilst circulation for many titles’ print formats have shown overall declines (see Times Online Boosts Site Users).
AOP UK: www.ukaop.org.uk