More than 40% of Australians argue radio is most trusted media, GfK insights study reveals

More than 40% of Australians believe radio is the most trusted media and more than 50% believe it is a credible source of news, the latest GfK insights study has reported.

The survey,  run four times a year to build on initial GfK radio ratings surveys, suggested radio was not only the most trusted media, but also the most authentic.

With more than 1200 radio listeners surveyed nationally, the report showed 42% of Australians believe radio is the most trusted media, ahead of TV as 24%, online at 18%, newspapers at 15% and outdoor at just 3%.

In terms of news, radio was also most credible at 53%, ahead of TV’s 44%, online’s 27% and just 24% of Australians believing newspapers and magazines were the most trusted source.

Other results showed more than half of Australians felt radio connected them to their communities (55%), and provided relevant local news and content (63%).

For most Australians, the music was the most important component of a radio station (83%), ahead of presenters (70%) and news and traffic reports (44%).

Commenting on the results, Morten Boyer, GfK’s general manager for media said it wasn’t surprising to see radio as the number one trusted media source.

“Many people are questioning the truthfulness of the information they consume, and whether you agree with it or not the ‘fake news’ narrative seems to have touched a nerve.

“Trust is something that is earned over time through relationship building, so in an environment where people are unsure of which sources to trust, it’s not surprising to see radio come out on top,” he said.

Joan Warner, chief executive officer of industry body Commercial Radio Australia, said radio performed well as it was considered by more than half of Australians (63%) as “an old friend.”

“People are increasingly sceptical and more discerning about the information sources they regard as believable, so maintaining consumer trust is one of the most important challenges for media, brands and governments.

“Radio performs well because it is more likely to be considered an old friend and is associated with being personal, authentic and accessible,” she said.


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