Indians trust people they know personally as most reliable source of news: Ipsos Survey

Other findings reveal most feel prevalence of fake news across all media outlets, and that public broadcasters are more trustworthy than private

e4m by exchange4media Staff
Published: Jul 3, 2019 4:12 PM  | 3 min read

According to a new survey, by Ipsos, titled Trust in Media, 78 percent urban Indians said they trusted people they knew personally, as the most reliable source of news, ahead of all forms of formal media sources.

Media sources trusted most in the pecking order were newspapers and magazines (77%), followed by television and radio (71%), and online news websites and platforms (66%) - online platforms were found to have some bit of trust deficit, with at least 3 in 10 Indians (32%) doubting the efficacy of news, the report revealed.

Trust was found to be the lowest as a new source, for people-known-predominantly-through-the-internet (53%). Four in 10 Indians were mistrusting of this news source.

According to the report, newspapers and magazines were rated best for providing most relevant news and information, by majority of Indians (82%); personal relationships came next as a relevant news source (79%); followed by television and radio (75%), online news websites and platforms (72%) and people known via the internet (62%).

“We tend to trust people we are close to, most. It now extends to even news and information, displacing all forms of media, relegating them below personal relationships. Newspapers and magazines fortunately redeem their position, as the best news source for relevant news, “said Parijat Chakraborty, Country Service Line Leader, Ipsos Public Affairs, Corporate Reputation and Customer Experience.

The report also revealed that India, Saudi Arabia, South Africa, Malaysia and China, buck the global trend of increasing distrust in media, in the last five years.

The report’s findings further revealed that fake news exists and Indians as well as global citizens believe that there is fair bit of fake news across all media outlets.

Sixty seven percent Indians believe that there is prevalence of fake news in news and information of online news websites and platforms; next, 63% Indians feel that people they know predominantly through the internet are the purveyors of fake news; 59% Indians feel television and radio have fake news in their content; 55% Indians feel newspapers and magazines have prevalence of fake news in their news and 51% Indians feel people known personally also provide fake news in the information they share.

“Keeping in view the highly detrimental impact of fake news, regulatory action is necessary,” reasoned Chakraborty.

Indians displayed more trust in public broadcasters vis-à-vis private broadcasters. Public TV and radio broadcast were perceived to be a necessary service by majority of Indians (65%), polled.

‘Public broadcasters (TV & radio) are controlled by the government, so they are trusted more for authentic news and for government announcements and policy changes, making them an intrinsic part of our lives,” added Chakraborty.

These were the findings of Ipsos’ Global Advisor Survey, an online survey conducted between January 25 and February 8, 2019. The survey instrument is conducted monthly in 27 countries around the world, via the Ipsos Online Panel system.

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