The media landscape in Australia is in an unprecedented state of disruption and change as digital media continues to upend established norms and business practices at a level we’ve never seen before, comments Roy Morgan CEO Michele Levine as the research company releases its 2019 State of the Nation media report.
However, there is a “hard” currency that remains constant that drives consumers to return to, or reject, brands and channels and that is Trust and Distrust.
For media channels and brands to survive and thrive they must build Trust and crucially, minimise Distrust. While a high level of Trust will keep audiences engaged and coming back, a high, or increasing, level of Distrust will drive audiences (consumers) away – perhaps never to return.
Trust and Distrust of Media Channels
• More Australians Trust ‘newspapers’ than any other channel – but down from 2018, ahead of Television, News & Newspaper Websites, Social Media, Radio and Magazines
• Social Media is the most Distrusted media channel – but down from a year ago, followed by Print, Newspapers, Television, Magazines, News & Newspaper Websites and Radio
Trust and Distrust of Media Corporations
• ABC is by far the most Trusted media corporation followed by Nine Entertainment, SBS, Newscorp, Facebook, Seven West Media, Google/Alphabet Group and Schwartz Media
• The most Distrusted media corporation is Facebook, although its Distrust has improved significantly since 2018, ahead of Newscorp, Nine Entertainment, Seven West Media, ABC and Fox
Trust and Distrust of Media Brands
• On a Net Trust Score basis the ABC is a clear leader ahead of SBS, The Guardian, BBC, SMH, Schwartz Media, NY Times, AFR, The Age and Al Jazeera
• Facebook is at the bottom with the lowest Net Trust Score: Facebook followed by Nine Network, Twitter, Instagram, Seven Network, Foxtel, The Daily Telegraph, Ten Network and Herald Sun
• In a fake-news world impartiality, balance & accuracy remain key drivers of TRUST in media
• Whereas bias, poor journalism & data privacy concerns are key drivers of DISTRUST
Where do Australians get their news?
• TV is the preferred news channel for Australians ahead of Newspapers, Radio, Social Media and Newsfeed sites
• Now 60% of people mainly get their news via the Internet in some form – up from 58% a year ago
• Radio has dipped slightly in recent years but still reaches nearly four-fifths of Australians with Commercial Radio easily the preferred channel however there is strong growth for the downloading of Radio & Music Apps and for use of Spotify over the last few years