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.
I’d like to hear how they justify lumping newspapers and mags into the same category. It definitely would have nothing to do with newspapers being more trustworthy if they split them out.
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Let me see. The radio industry body releases research to say radio is most trusted. Conducted by GfK. But wait…. the survey is amongst …. radio listeners. Hmm. Can someone explain.
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@I’m confused – I had the same thought as well. I don’t know whether it’s just me being skeptical or this survey being a bit biased
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As the provider of Radio Audience Measurement in Australia, doesn’t GfK have a strategic interest in providing a positive result for Radio? Could GfK confirm if the sampling was conducted with only radio listeners?
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GfK Radio Insights is a quarterly study of radio listeners designed to add further behavioural context to the ratings. This study is conducted online, using a separate sample of respondents to those who participate in the ratings research. We’re a Global company who works with many different types of media industries and it is imperative that we maintain our objectivity and independence as our business depends on that.
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Wouldn’t a fairer statement be ‘ more than 40% of radio listeners trust radio” since that is who was interviewed? Rather than all Australians?
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So claimed by the credit rating agencies prior to 2008 and we all know how that turned out. Don’t you think there is a slight conflict of interest when you have the provider of Radio Audience Measurement in Australia doing a media trust related research?
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So of the 1200 radio listeners interviewed 800 said they didn’t trust Radio. Gfk – this is good ?
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Using only ‘Radio Listeners’ as a sample to study Australia’s most trusted media source?? You are damn right, it wasn’t surprising to see radio as the number one trusted media source!!
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