Survey: Radio Trusted More, Social Networks Trusted Less
October 21, 2010 at 12:03 PM (PT)
A survey conducted by AUDIO GRAPHICS found a growing number of 12-44 consumers trust TV and radio more than other media, "people at work or school" and social media. In fact, trust in radio grew a a rate similar to the percentage decline of trust in social networks.
A 11/1/08 survey found that 45.7% trust social network websites, compared to 7.3% trusting TV and radio. A similar survey conducted 10/1/10 found that 42.2% trusted TV and radio, while only 10.5% trust social networks. Also, trust in newspapers more than doubled to 31.6% while trust in peers fell by about two-thirds to 9.7%.
According to AUDIO GRAPHICS Pres. KEN DARDIS, "In 2008, people were coming out of the Internet's early learning curve. Survey respondents were from Internet radio's audience (who commonly show a higher understanding of 'tech') ... Social networks were still very new - and praised with promise. Expectations were high (think buzz of podcasts in 2004)."
The survey, conducted across hundreds of online radio stations since 2002, is supported by BORRELL ASSOCIATES. Read the details here.