Canada’s first-ever Trust in News survey finds that online news is the leading go-to medium for news audiences, while radio scored top points for credibility.
Conducted by Vividata and Kantar in April, the survey of 2,000 adults examined how Canadians feel about news sources in the era of ‘fake news’, which sources they prefer and trust, and their feelings on the importance of quality journalism. The study also attempted to uncover areas of strength and opportunity for news organizations in Canada.
The findings suggest 70 per cent of Canadians access news from an online platform weekly, including digital-only news outlets, social media, or the websites or apps of newspaper, magazine, radio or TV outlets. The rise of digital platforms continues to be driven by those age 18-34, with three quarters of that demographic accessing news online.
Television was the secondary dominant source, either news programs or 24 hour news channels, with total reach of 70 per cent across all audiences, but slightly smaller audiences than online in the 18-34 and 35-54 demos. Social media followed television with 40 per cent reach, while newspaper brands came in at 36 per cent.
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