Personal relationships rated the most trusted source of news ahead of conventional media: Ipsos

MUMBAI: 78% urban Indians said they trust people they know personally, as the most reliable source of news, ahead of all forms of formal media sources, according to a new survey by Ipsos titled ‘Trust in Media’.

Ergo, media sources trusted most in the pecking order were newspapers and magazines (77%), followed by television and radio (71%), and online news websites and platforms (66%) – online platforms were found to have some bit of trust deficit, with at least 3 in 10 Indians (32%) doubting the efficacy of news.

Trust was found to be the lowest as a new source, for People-known-predominantly-through-the-internet (53%). 4 in 10 Indians were mistrusting of this news source.

Newspapers and magazines have been rated best for providing most relevant news and information, by majority of Indians (82%); personal relationships come next as a relevant news source (79%); followed by Television and radio (75%), online news websites and platforms (72%) and people known via the internet (62%).

“We tend to trust people we are close to, most. It now extends to even news and information, displacing all forms of media, relegating them below personal relationships. Newspapers and magazines, fortunately, redeem their position, as the best news source for relevant news” says Ipsos Public Affairs, Corporate Reputation and Customer Experience Country Service Line Leader Parijat Chakraborty.

The survey further stated that India, Saudi Arabia, South Africa, Malaysia, and China, buck the global trend of increasing distrust in Media, in the last five years.

Fake News exists and Indians, as well as global citizens, believe that there is a fair bit of Fake News across all media outlets.

67% of Indians believe that there is a prevalence of fake news in news and information of Online News Websites and Platforms; next, 63% of Indians feel that people they know predominantly through the internet are the purveyors of fake news in the news and information they share; 59% of Indians feel Television and Radio have fake news in their content; 55% of Indians feel Newspapers and Magazines have prevalence of fake news in their news and 51% of Indians feel people known personally also provide fake news in the information they share.

“Keeping in view the highly detrimental impact of Fake News, regulatory action is necessary,” reasons Chakraborty.

Personal Relationships have been rated the news source with the best intentions by a whopping 80% of urban Indians, followed by newspapers and magazines (79%), Television and radio (72%), Online news websites and platforms (69%) and People known via the internet (63%).

All news sources are perceived to be of good intentions by the majority of urban Indians, polled.

Indians display more trust in public broadcasters vis-à-vis private broadcasters. Public TV and radio broadcast are perceived to be a necessary service by the majority of Indians (65%), polled.

‘Public broadcasters (TV & radio) are controlled by the government, so they are trusted more for authentic news and for government announcements and policy changes, making them an intrinsic part of our lives,” adds Chakraborty.

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

The survey instrument is conducted monthly in 27 countries around the world, via the Ipsos Online Panel system. The countries reporting in this release are 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, except for Argentina, Belgium, Hungary, India, Mexico, Poland, Russia, Saudi Arabi, South Africa, South Korea, Sweden, Turkey, Malaysia, Chile, Peru and Serbia, where each has a sample of approximately

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.

Data are weighted to match the profile of the population. The precision of Ipsos online polls are calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.1 percentage points and of 500 accurate to +/- 4.5 percentage points.

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