Media Influence Insights Survey Finds Consumers Trust Traditional Media More Than Digital
July 12, 2012 at 7:09 AM (PT)
In a large-scale survey that included over 24,000 NORTH AMERICAN local media users, TRITON DIGITAL's Application & Services division found that consumers trust traditional media more than digital. Specifically, television was rated the most-trusted medium by respondents (45%), followed by newspapers (20%) and radio (18%). The Immediate Insights survey found that digital (13%) and social media (4%) were the least trusted media sources.
The survey also reports that this trust may have a direct impact on the success of advertisements in each medium. For example, more than 64% of consumers acknowledged that they have made a purchase after seeing it advertised on television, radio or in a newspaper. Conversely, consumers were more apt to trust their own Internet research (61%) over TV commercials (28%), radio commercials (21%) or newspaper ads (16%). Recommendation engines also scored low, with 17% of respondents noting that they influence buying decisions.
"While digital media continues to explode in popularity and affect traditional media usage, the underlying trust of media consumers toward digital compared to traditional media are not yet equal," said TRITON VP/Business Strategy JIM KERR. "Similarly, traditional media advertising continues to prove effective and more likely to influence purchase decisions than digital ads."
In addition to media trust and advertising influence, the survey also examined consumer interactivity with traditional media. The full results of the survey can be found here.