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‘Consumers Trust Traditional Media More Than Digital Sources’
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We as consumers trust traditional media
more than digital, though radio falls far behind television in such trust.
At least that’s
the conclusion of a survey of 24,000 local media users in North America by Triton
Digital, a radio service provider managed by investment firm Oaktree Capital
Management.
When it comes to news and information, “Television was rated the most trusted
medium by respondents (45%) followed by newspapers (20%) and radio (18%),” the
company said. “The Immediate Insights survey found that digital (13%) and
social media (4%) were the least trusted media sources.”
According to the company, traditional media remain a “powerful influence”
in influencing purchasing. “Nearly 64% of consumers admitted to buying a
product after seeing it advertised via TV, radio or newspapers. Again, Internet
advertising lagged. “
However, “Where the Internet
shines is with engaged consumers: The single biggest influencer of direct
purchases was research on the Internet.” The survey said 64% of consumers said
they’d made a purchase after seeing it advertised on television, radio or in a
newspaper, but they trusted their own Internet research more than ads in those
media. Recommendation engines scored low.
Concludes the
company’s Jim Kerr in a summary, “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. Similarly,
traditional media advertising continues to prove effective and more likely to
influence purchase decisions than digital ads.”
Results
are summarized here (PDF).
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