Trust, Engagement and Transparency: What Premium Publishers Offer that Social Platforms Can t

Transcription

1 Trust, Engagement and Transparency: What Premium Publishers Offer that Social Platforms Can t

2 Survey goal: To study the brand favorability of premium publishers as well as audience trust, transparency of information and depth of engagement in premium publishers versus major social platforms. Sample size: 1,052 US residents, and 524 UK residents, found using Qualtrics, aged (sample weighted evenly by gender and age). Dates: August 25-September 3, 2017 (US), September (UK)

3 US Results

4 84% of Americans said it was very important to know where the information they were reading was sourced from.

5 Premium publishers had some of the strongest brands in the country. How favorably do you feel toward the following news organizations/personal brands? Somewhat favorably Very favorably Time CNN New York Times Fox News People Magazine Wall Street Journal Washington Post George Clooney Beyonce TMZ LeBron James Mark Zuckerberg NPR Donald Trump Breitbart 10% 5% 30% 31% 25% 30% 31% 29% 30% 26% 23% 22% 27% 28% 21% 38% 16% 19% 19% 14% 21% 21% 24% 30% 27% 24%

6 People surveyed expressed more confidence when reading premium publishers that they knew how the information they were reading was sourced than they did on Facebook or Twitter. When you read news from the following places, do you understand where the information was sourced from? New York Times Wall Street Journal Time CNN Washington Post Fox News NPR YouTube video Article shared on Facebook People Magazine TMZ Twitter news feed Celebrity Instagram Account Breitbart 30% 44% 46% 46% 50% 49% 55% 54% 61% 60% 64% 75% 73% 72% 70% 69% Yes

7 This fed into a greater sense of overall trust for premium publishers than social platforms like Facebook. How trustworthy do you find the news you receive from the following sources? Somewhat trustworthy Extremely trustworthy Time CNN New York Times Wall Street Journal Washington Post Fox News YouTube video People Magazine NPR Article shared on Facebook TMZ Twitter news feed Celebrity Instagram Account Breitbart 5% 27% 22% 26% 26% 25% 23% 9% 38% 34% 33% 35% 35% 36% 31% 33% 9% 8% 10% 20% 8% 13% 25% 20% 26% 26% 24% 27%

8 How untrustworthy do you find the news you receive from the following sources? Somewhat untrustworthy Extremely untrustworthy Celebrity Instagram Account 16% TMZ 21% Fox News 16% Breitbart 10% 20% Article shared on Facebook 19% 8% Twitter news feed 10% CNN 13% People Magazine 16% 7% 8% 6% NPR Washington Post YouTube video New York Times 8% 9% 8% 7% 6% 4% 6% Time Wall Street Journal 7% 7% 3% 4%

9 This fed into people spending more time reading articles on premium publishers and less time skimming for content. When I read news from the following places, I am more likely to read full articles. Read a full article Read multiple full articles Time New York Times 27% 26% Washington Post 26% 22% 16% Breitbart Facebook TMZ People Magazine Wall Street Journal Twitter 25% 24% 23% 23% 23% 21% 21% 13% 13% 13% 9%

10 When I read news from the following places, I am more likely to read full articles skim content. Skim headlines Read parts of article/articles Twitter 38% 32% 35% 33% Wall Street Journal 30% 36% TMZ 36% 29% People Magazine 31% 33% Breitbart 36% 28% Facebook 30% 33% Washington Post 28% 34% 30% 32% New York Times 26% 33% Time 24% 34%

11 People aren t engaging with social platforms as deeply, or trust them to provide information, but they re spending a lot of time there. How often do you access news from the following sources? Weekly Daily YouTube video Article shared on Facebook Fox News CNN Twitter news feed TMZ New York Times Celebrity Instagram Account Washington Post NPR People Magazine Wall Street Journal Time Breitbart 6% 26% 23% 23% 21% 14% 20% 21% 7% 13% 6% 6% 14% 7% 4% 29% 9% 20% 13% 30% 24% 43% 46%

12 Percent of users who spend more than 30 minutes on site per session Facebook 39% 21% Twitter 19% People Magazine 19% New York Times TMZ Time Breitbart Wall Street Journal Washington Post >30 Mins

13 UK Results

14 79% of UK respondents said it was very important know where the information they were reading was sourced from.

15 In the UK, the BBC towered above all other premium publisher brands. How favorably do you feel toward the following news organizations/personal brands? Somewhat favorably Very favorably BBC Judi Dench The Metro The Guardian David Beckham The Times The Telegraph Mark Zuckerberg Beyonce CNN The Economist Huffington Post Theresa May The Express Vice 38% 36% 35% 31% 34% 28% 30% 31% 31% 9% 27% 13% 27% 26% 24% 25% 8% 22% 23% 6% 7% 14% 14% 30% 42%

16 People in the UK had reservations about where news on social media was sourced, with concerns spreading to some online only news brands. When you read news from the following places, do you understand where the information was sourced from? BBC The Times The Guardian The Telegraph The Economist CNN 55% 55% 53% 51% 51% 49% 70% YouTube video Twitter news feed The Metro Article shared on Facebook 44% 43% 43% 47% Celebrity Instagram Account The Express Vice Huffington Post 39% 38% 36% 34% 34% Yes

17 The UK matched the US, with trust in premium publisher brands far surpassing social platforms. How trustworthy do you find the news you receive from the following sources? Somewhat trustworthy Extremely trustworthy BBC The Guardian The Times The Telegraph The Metro The Economist YouTube video CNN The Express Twitter news feed Article shared on Facebook Huffington Post Celebrity Instagram Account Vice 21% 20% 6% 32% 31% 28% 30% 31% 28% 7% 6% 37% 36% 35% 35% 8% 6% 5% 6% 42% 43% 40% 9% 10% 37%

18 How untrustworthy do you find the news you receive from the following sources? Somewhat untrustworthy Extremely untrustworthy Celebrity Instagram Account 20% Article shared on Facebook 22% Twitter news feed The Express 16% 16% 6% 7% 8% Huffington Post 10% 6% YouTube video 13% 3% Vice CNN 10% 9% 5% 5% The Telegraph The Guardian The Metro The Times 8% 8% 8% 7% 4% 4% 3% 3% The Economist BBC 5% 5% 3% 4%

19 UK consumers engaged far more deeply with premium publisher content than through social platforms. When I read news from the following places, I am more likely to read full articles. Read a full article Read multiple full articles The Guardian 32% 14% 29% The Metro 25% Vice 29% 13% 23% 19% The Times 27% 14% Huffington Post 28% 9% The Telegraph The Express The Economist 25% 24% 25% 10% Facebook 22% 9% Twitter 21% 6%

20 When I read news from the following places, I am more likely to skim content. Skim headlines Read parts of article/articles Twitter 34% 39% Facebook 33% 37% The Economist 28% 37% The Telegraph 25% 39% The Express 29% 35% Huffington Post 23% 40% The Times 24% 35% Vice 24% 35% 23% 35% 23% 33% The Metro 22% 34% The Guardian 19% 34%

21 In terms of time spent, UK publishers kept closer pace with social platforms. How often do you access news from the following sources? Weekly Daily BBC YouTube video Article shared on Facebook Twitter news feed The Metro The Guardian Celebrity Instagram Account The Times CNN The Telegraph Huffington Post The Express Vice The Economist 10% 24% 20% 20% 21% 26% 23% 20% 9% 9% 7% 16% 7% 7% 4% 5% 32% 10% 20% 14% 23% 42% 33% 64%

22 When you read news from the following places, how long do you spend on-site? 5 mins + 15 mins + 30 mins + The Guardian Facebook The Metro Vice The Times The Economist Twitter Huffington Post The Telegraph The Express 16% 19% 14% 16% 14% 16% 38% 37% 36% 33% 36% 34% 28% 31% 30% 42% 44% 43% 75% 75% 74% 73% 71% 70% 68% 68% 67% 66% 64% 62%

23 UK vs US Comparisons

24 UK respondents were likely to engage more with print/broadcast news; US with social platforms and web-only publishers. Percentage that engages with a medium for news at least weekly US UK Social 50% 50% Broadcast 43% 57% Web 24% 26% Print 24% 28%

25 UK respondents were more distrusting of social platforms, less actively distrusting of premium publishers. Percentage that distrusts news from social media platforms versus percent that distrust publishers Premium Publishers Social US 21% 25% UK 27% 29% 46% 63% 80%

26 US respondents were 60% more likely to spend 30 minutes or more reading news on social media each day 29% of US respondents said they spend 30 mins or more on social media sites reading news each day of UK respondents said they spend 30 mins + on social media sites reading news each day