News Consumption Survey Canadian Journalism Foundation - Final Report APRIL 2019
News Consumption SurveyCanadian Journalism Foundation - Final Report
APRIL 2019
2
Our approach online survey
(unweighted)
Atlantic (AC)
Quebec (QC)
Ontario (ON)
Prairies (MB/SK)
Alberta (AB)
British Columbia (BC)
2359
155
577
910
155
261
301
Length of interview 12 minutes
Field dates April 3rd – 8th, 2019
About the survey
3
The following characteristics provide some insight as to the tracking and demographic analysis featured throughout
the deck.
• The Shattered Mirror involved public opinion research conducted by Earnscliffe in 2016 on behalf of the Public
Policy Forum and the Canadian Journalism Foundation regarding news, democracy and trust in the digital age.
• Edelman's Trust Barometer is an annual report measuring thoughts and opinions concerning the state of trust
individuals have of businesses, governments, NGOs, and the media.
• The generational segments featured throughout the report are based on the following age distributions:
Foreword
Segment Years
Traditionalists Born 1945 and before
Baby Boomers 1946 – 1964
Generation X 1965 – 1976
Millennials 1977 – 1995
Generation Z Born 1996 and after
4
• The majority of respondents (79%) follow the news very or somewhat closely. The older a respondent is, the more likely they were to follow the news closely. ⎻ While 60% of respondents get their news online, an almost equal portion (59%) get their news from the television and a third of
respondents (31%) rely on both television and online for their news. Only 12% of respondents rely solely on magazines and/or newspapers to get their news.
⎻ Two thirds (62%) of respondents who get their news online rely on TV, newspaper and magazine websites; another 58% rely on social media sites.
⎻ Consumers were split almost evenly about how they come across their news. However, four in five traditionalists (83%) were specifically looking for news compared to 2/3rds of generation Z who were doing something else when they came across news.
• The majority (67%) believe that news that is available on TV, newspapers and magazines is similar to news that is available online.⎻ While those who believe online and offline news is different are still in the minority, their number has almost doubled since 2016.
⎻ Half of respondents (48%) view the professionalism and objectivity of the people who write for media like television, newspapers and magazines as the same as those who write exclusively for online. The number who think the quality of online journalism is worse increases as age increases. Also, the number who think traditional journalism is better (34%) has dropped somewhat (from 38%) in2016.
⎻ That said, respondents were much more trusting of traditional news sources such as television (70%), radio (68%), and newspapers and magazines (64%) than social media (16%).
• 4 out of 10 consumers (40%) feel either not very confident or not confident at all in their ability to always tell the difference between accurate/real news stories and news stories containing misinformation and fake news.
Key Takeaways
5
• Approximately 1/3rd of all consumers try to confirm the accuracy of news information either all (10%) or most of the time (24%).
⎻ Nearly half (48%) of respondents agree they are not sure what is true and what is not.
⎻ Confusion about journalism authenticity has increased by more than 10% since 2018 (from 63% to 74%).
⎻ Those who are not confident in their ability to detect fake news are also more likely to forward a story to a friend they respect to see if it contains misinformation.
• A quarter of respondents (23%) share or forward news items. Reasons for this include finding it interesting, to inform
others, and because they find it relevant.
⎻ Reasons for not sharing include not wanting to push views on others, not having social media, and wanting to let others have (or follow) their own interests.
• Sources most found to contain a lot of misinformation and fake news include social media sites (42%), links received via email (29%), and messages sent by friends (28%).
⎻ The most concerning examples of fake news and misinformation are stories that put health at risk by spreading wrong information about medical risks and benefits.
• Three quarters (74%) are in support of of new regulatory measures that would make it easier to separate and determine what is real or fake on the internet.
⎻ Those who get their news from newspapers or magazines are slightly more supportive (80%) of regulatory measures, than those who get their news online (74%).
⎻ The plurality (44%) think an independent panel from the Canadian Journalism sector should have the primary responsibility. This number increases to 57% among traditionalists, and drops to 30% among generation Z.
Key Takeaways
News Consumption Behaviour
7
Overall News Consumption
The majority of respondents (79%) follow the news very or somewhatclosely. The older a respondent is, the more likely they were to follow thenews closely.
Overall, would you say you follow the news very closely, somewhat closely, not very closely or not at all?
17%
23%
27%
36%
38%
27%
28%
52%
53%
52%
50%
48%
54%
51%
25%
18%
15%
13%
13%
16%
16%
6%
6%
6%
2%
2%
3%
4%
1%
1%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
2016 Total
2019 Total
Very closely Somewhat closely Not very closely
Not at all closely DK/NR
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
8
News Consumption
Channels Where did you get news yesterday ...?
60%
59%
34%
26%
3%
Most respondents rely on online and television channels to get theirnews as opposed to radio, newspapers, or magazines. However, bothonline and television consumption has decreased somewhat since 2016.
2016
64%
62%
34%
41%
3%
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
9
News Consumption
Channels Where did you get news yesterday ...?
28%
31%
29%
12%
A third of respondents (31%) got their news yesterday from both onlineand television. Almost equal numbers used television (28%) or onlineonly (29%) to get their news.
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
Traditionalists Baby Boomers
Gen X
Millennials Gen Z
55% 34% 29% 19% 15%
30% 41% 32% 26% 21%
7% 15% 29% 41% 49%
8% 10% 10% 14% 15%
10
News Consumption
Channels Where did you get news yesterday ...?
Older generations were more likely to get their news from the television,newspaper, magazines, and the radio. Whereas the younger thegeneration the more likely they are to get their news online.
Traditionalists Baby Boomers Gen X Millennials Gen Z
38% 57% 61% 67% 69%
86% 75% 60% 45% 36%
55% 29% 22% 18% 17%
38% 37% 37% 31% 22%
1% 2% 3% 4% 6%
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
11
Online News Consumption
Behaviour
Four in ten on-line news consumers (38%) use both mobile devices andcomputers to get the news. Mobile use has increased since 2016 whencomputers were the most common medium. Six in ten (58%) traditionalistsprefer computers compared to one in ten (11%) generation Z.
Did you get news on a desktop or laptop computer; on a mobile device like a cellphone or tablet; or on both?
Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF GOT NEWS ONLINE, n=958. Fieldwork September 22nd – October 2nd, 2016.
48%
39%
34%
26%
22%
24%
35%
41%
44%
39%
31%
19%
36%
38%
11%
17%
28%
43%
58%
40%
28%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
2016 Total
2019 Total
Mobile device (cellphone or tablet) Both
Computer (laptop or desktop) DK/NR
12
Preferred Sources of
Online News
Roughly two thirds (62%) rely on television, newspaper or magazinewebsites to get their on-line news, while over half (58%) use social mediasites. This has increased by 4% since 2016 where only 54% got their onlinenews on social media websites.
Did you get your online news …?
62%
58%
33%
27%
14%
14%
8%
Television, newspaper or magazine’s website
On a social media site
So-called digital news aggregator
Digital news site not operated by a TV
broadcaster, newspaper or magazine
Via email from a friend, family member or
colleague
Digital news site that specializes only in news
Digital site operated independently by an
organization and has a particular point-of-view
2016
71%
54%
-
-
12%
-
-
Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF GOT NEWS ONLINE, n=958. Fieldwork September 22nd – October 2nd, 2016.
13
Preferred Sources of
Online News –Traditional
News versus Social Media
Sites
One in three participants (31%) get their online news from traditional newssites and social media sites. An equal portion use only traditional newssites, and a slightly smaller portion (26%) use only social media sites.
Did you get your online news …?
31%
31%
26%
12%
Used both
TV/Newspaper/Magazine website
Social media site only
Neither
Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.
14
Reason for Online News
Consumers were split almost evenly about how they come across theirnews. However, four in five traditionalists (83%) were specifically lookingfor news compared to 2/3rds of generation Z who were doing somethingelse.
When you got news online, were you specifically looking for news or was it because you saw it when you weredoing something else on the internet?
33%
50%
62%
65%
83%
60%
56%
65%
50%
36%
32%
17%
38%
42%
2%
1%
2%
2%
2%
2%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
2016 Total
2019 Total
I was specifically looking for newsI saw it when I was doing something elseDK/NR
Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF GOT NEWS ONLINE, n=958. Fieldwork September 22nd – October 2nd, 2016.
15
Career Expectations
Half prioritize good pay. Around one-in-four want either work-life balance,a positive work environment, job security and benefits.
Q12. From the list below, which three do you most want out of a career?
51%
28%
24%
22%
22%
17%
15%
14%
13%
13%
11%
9%
8%
8%
6%
5%
5%
5%
5%
5%
4%
4%
1%
Good pay
Work-life balance
Positive work environment
Job security
Benefits
Freedom/flexibility
Intellectual challenge
Job opportunities in that field
Adventure (opportunity to travel)
Respect
Opportunity fo advancement
No requirement to move far away
A pension
Free job training
Competition
Prestige
Equal opportunity employer
Flexibility to change careers
Paid university education
Training
Physical challenge
Mentorship
DK/NR
Base: ONLINE: Total sample, n=2,031. Fieldwork March 5th-24th, 2019.
Reliability of News Sources
16
Comparative Quality of News
While two thirds (67%) of respondents still believe the news available ontelevision and in newspapers or magazines is similar than news availableonline, the amount of respondents who think they are different has almostdoubled since 2016.
Is the news that is available on television, newspapers and magazines identical, similar or different than thenews that is available online?
18%
17%
18%
13%
8%
9%
15%
62%
68%
65%
72%
67%
67%
67%
9%
8%
7%
7%
7%
15%
8%
10%
7%
10%
8%
19%
9%
10%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
2016 Total
2019 Total
Different Similar Identical DK/NR
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
17
Comparative Quality of News
and News Channels
The channel of news used has very little bearing on whether the consumerbelieves the news is different or similar on-line versus traditional channels.
Is the news that is available on television, newspapers and magazines identical, similar or different than thenews that is available online?
14%
16%
16%
17%
72%
69%
71%
70%
7%
8%
8%
7%
7%
7%
11%
5%
Watched news on the television
Listened to radio news
Read a newspaper or magazine
Got news online
Different Similar Identical DK/NR
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
18
Comparative Quality of News
Based on Online News Source Used
Those who use digital news sites like Breitbart News were almost twice aslikely to find news that is available on television/newspapers andmagazines different than news found online, than those who got theirnews on a television, newspaper or magazine’s website.
Is the news that is available on television, newspapers and magazines identical, similar or different than thenews that is available online?
16%
16%
20%
21%
21%
23%
29%
73%
71%
70%
68%
72%
69%
58%
8%
7%
6%
8%
6%
4%
7%
3%
6%
4%
4%
2%
4%
7%
Television, newspaper or magazine’s website
On a social media site
So-called digital news aggregator
Via email from a friend, family member orcolleague
Digital news site that specializes only in news
Digital news site not operated by a TVbroadcaster, newspaper or magazine
Digital site operated independently by anorganization and has a particular point-of-view
Different Similar Identical DK/NR
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
19
Comparative Quality of News
There were conflicting responses as to how online news and traditionalnews are similar/different.
In what way is the news that is available on television, newspapers and magazines not identical from the newsthat is available online?
17%
11%
9%
6%
5%
4%
3%
3%
3%
Online is more detailed
The news/stories are the same
Less details
Cannot always trust news online
News online is more current
Different points of view
Less details
Online has more stories
Different format
*Only responses over 2% reported
11%
9%
8%
6%
6%
4%
4%
4%
4%
4%
3%
3%
3%
Online is more detailed
Less details
Cannot always trust news online
Online is less biased
Less local stories online
Online has more stories
More details
Different points of view
Online has more international stories
News online is more current
Can view only what interests me
Different stories
More biased online
Similar Different
Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.
20
Comparative Quality of News
– Traditional versus On-line
Would you say the professionalism and objectivity of the people who write and produce news stories for medialike television, newspapers and magazines is significantly better, somewhat better, the same, somewhat worseor significantly worse than the professionalism and objectivity of the people who write and produce newsstories exclusively for online?
8%
6%
9%
12%
12%
13%
9%
29%
23%
25%
24%
30%
25%
25%
42%
50%
50%
48%
47%
44%
48%
16%
11%
9%
7%
3%
6%
9%
2%
5%
3%
4%
1%
2%
4%
4%
5%
4%
5%
8%
10%
5%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
2016 Total
2019 Total
Significantly better Somewhat better The same
Somewhat worse Significantly worse DK/NR
Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1240. Fieldwork September 22nd –
October 2nd, 2016.
Half of respondents (48%) view the professionalism and objectivity of thepeople who write for media like television, newspapers and magazines asthe same as those who write exclusively for online. The number ofrespondents who think it is worse increases as age increases.
21
Comparative Quality of News
and Online News Sources
Would you say the professionalism and objectivity of the people who write and produce news stories for medialike television, newspapers and magazines is significantly better, somewhat better, the same, somewhat worseor significantly worse than the professionalism and objectivity of the people who write and produce newsstories exclusively for online?
3%
6%
7%
8%
8%
9%
10%
20%
23%
29%
25%
24%
27%
27%
41%
47%
43%
49%
49%
44%
48%
20%
17%
16%
13%
13%
12%
8%
13%
6%
4%
4%
5%
5%
4%
2%
2%
1%
2%
2%
2%
3%
Digital site operated independently by anorganization and has a particular point-of-view
Digital news site not operated by a TVbroadcaster, newspaper or magazine
Digital news site that specializes only in news
So-called digital news aggregator
On a social media site
Via email from a friend, family member orcolleague
Television, newspaper or magazine’s website
Significantly better Somewhat better The same
Somewhat worse Significantly worse DK/NR
Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.
Those who use online news channels from traditional sources are 10%more likely to find the professionalism and objectivity of traditional newswriters better than those who write news stories exclusively for onlinecompared to those who use online digital sites such as Breitbart or Rabble.
22
Trust in News Respondents are much more trusting of traditional news sources such astelevision, radio, newspapers and magazines (including their websites).
Would you say that you completely trust, mostly trust, partially trust or do not trust the news that is …?
2016Top 2 Box %
69%
70%
66%
65%
-
-
-
13%
17%
15%
-
Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1240. Fieldwork September 22nd –
October 2nd, 2016.
3%
2%
2%
3%
3%
4%
5%
13%
13%
14%
17%
13%
14%
16%
15%
20%
25%
30%
52%
51%
54%
53%
33%
46%
43%
47%
41%
44%
44%
28%
31%
26%
25%
31%
32%
30%
29%
18%
12%
10%
4%
4%
3%
4%
20%
6%
9%
6%
20%
16%
11%
2%
2%
3%
1%
From a digital site with a point of view
On social media sites
Received via email
Sent to you by a friend on social media
From a digital news site that specializes only in news
On a digital news site, not operated by traditional media
From a so-called digital news aggregator
On a television, newspaper or magazine’s website
In newspapers and magazines
On the radio
On television
Completely trust Mostly trust Partially trust Do not trust DK/NR
23
Traditional media’s website
Google News/Newswatch
Reddit/Huffington Post
iPolitics/Buzzfeed
Breitbart/Rabble.ca
On a social media site
Received via email
On television 71% 65% 61% 66% 49% 69% 64%
On the radio 69% 64% 61% 66% 51% 67% 59%
In newspapers and magazines 70% 65% 59% 68% 47% 65% 66%
Traditional media’s website 72% 66% 59% 64% 50% 66% 63%
Google News/Newswatch 37% 52% 40% 47% 37% 40% 40%
Reddit/Huffington Post 29% 34% 42% 46% 36% 33% 31%
iPolitics/Buzzfeed 23% 29% 29% 42% 34% 25% 31%
Sent to you on social media 17% 19% 20% 23% 20% 25% 33%
Breitbart/Rabble.ca 14% 17% 20% 25% 42% 19% 29%
On social media sites 15% 16% 17% 19% 13% 25% 29%
Received via email 16% 18% 18% 25% 24% 20% 32%
Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.
Trust in News Based on Online Channel Used YesterdayWould you say that you completely trust, mostly trust, partially trust or do not trust the news that is …? % COMPLETELY TRUST/MOSTLY TRUST
Online news channels used yesterday
Trusted news channel
24
Levels of Engagement
The majority of respondents (58%) never create and post their ownopinions on social media/online sites. Just over half (55%) read reviews andlisten to news information produced by major organizations at least once aweek.
How often do you do the following?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
4%
7%
12%
32%
6%
13%
19%
23%
29%
53%
45%
36%
58%
26%
20%
8%
2%
1%
2%
2%
Create and post my own opinions or other
news/information content on social media platforms or
other online sites
Share or forward news items that I find to be interesting
Read news and information from major news
organizations sent to me by others or pushed to me on
a news feed, social network platform or application
Read, view or listen to news and information produced
by major news organizations or publications at the
original source
Daily/Several times a day Weekly/Several times a week
Occasionally/Several times a month I never do this
DK/NR
25
Motivations for Sharing News
Items
A little over a third of respondents (37%) who forward or share news itemsdo so because they find it interesting; nearly a quarter (22%) do so toinform others.
And what is the main reason why you share or forward news items to others?
Base: ONLINE: IF SHARE OR FORWARD NEWS ITEMS, n=1761. Fieldwork April 3rd - 5th, 2019.
37%
22%
7%
6%
5%
4%
19%
17%
Interesting
To inform others
Relevant
Awareness
Important
For conversational purposes
Other
DK/NR
*Only responses over 2% reported
26
Motivations NOT to Share
News Items
A little over one in ten (14%) report not sharing or using social media asreason for why they do not forward news items to others. Other reasonsinclude not wanting to push views onto others (15%); letting others followtheir own interests (10%).
And what is the main reason why you never share or forward news items to others?
Base: ONLINE: IF NEVER SHARE OR FORWARD NEWS ITEMS, n=598. Fieldwork April 3rd - 5th, 2019.
15%
14%
10%
9%
9%
7%
6%
4%
4%
3%
3%
15%
25%
Don't want to push my views on others
I don't share/use social media
Let others follow their own interests
Don't trust it
No interest
Don't feel it's necessary
No time
Can't be bothered
I don't like to
I have no friends
I respect their space
Other
DK/NR
*Only responses over 2% reported
27
Attitudinal Statements People have offered many views about news that can be found online compared to news that appears in non-
digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.
21%
21%
34%
56%
52%
53%
41%
34%
13%
18%
16%
4%
4%
1%
4%
1%
9%
7%
6%
4%
Getting news from friends or through social
media is all right but there are times when I
want to get news from organizations and
journalists that I know
The average person does not know how to
tell good journalism from rumour or
falsehoods
I don’t know what politicians to trust
We get more news, more quickly and
frequently today than we ever have in the
past
Strongly agree Agree Disagree Strongly disagree DK/NR
2016*/18**Top 2 Box %
93%*
56%**
63%**
80%*
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
Confusion about journalism authenticity has increased by more than 10%since 2018 (from 63% to 74%).
28
Attitudinal Statements
By GenerationPeople have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.
73%
74%
75%
91%
% Strongly agree/Agree
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
Confusion about journalism authenticity has increased by more than 10%since 2018 (from 63% to 74%).
We get more news, more quickly and frequently today than we ever
have in the past
I don’t know what politicians to trust
The average person does not know how to tell good journalism from
rumour or falsehoods
Getting news from friends or through social media is all right but there are times when I want to get
news from organizations and journalists that I know
98% 96% 89% 87% 84%
75% 75% 71% 77% 73%
71% 73% 68% 75% 80%
76% 77% 67% 75% 72%
29
Attitudinal Statements
People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.
8%
11%
12%
17%
19%
40%
32%
43%
60%
43%
38%
37%
34%
15%
24%
7%
9%
4%
2%
7%
7%
12%
7%
7%
8%
I’m not sure what is true and what is not
If more people are getting their news online
today, traditional media have no one to
blame but themselves
I don’t know which companies or brands to
trust
It’s becoming harder to tell if a piece of news
was produced by a respected media
organization
A day will come when we will get ALL of our
news online
Strongly agree Agree Disagree Strongly disagree DK/NR
2016*/18**Top 2 Box %
58%*
59%**
42%**
38%*
59%**
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
Who to trust appears to be on the increase, a lesser portion than in 2016stating ‘I don’t know which companies/brands to trust’, and ‘I’m not surewhat is true and what is not’.
30
Attitudinal Statements
By Generation People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers.
43%
48%
55%
62%
77%
% Strongly agree/Agree
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.
Who to trust appears to be on the increase, a lesser portion than in 2016stating ‘I don’t know which companies/brands to trust’, and ‘I’m not surewhat is true and what is not’.
It’s becoming harder to tell if a piece of news was produced by a respected
media organization
A day will come when we will get ALL of our news online
I don’t know which companies or brands to trust
I’m not sure what is true and what is not
If more people are getting their news online today, traditional media have no
one to blame but themselves
86% 78% 73% 75% 78%
45% 54% 62% 69% 71%
62% 54% 54% 55% 55%
58% 47% 45% 47% 52%
36% 37% 41% 50% 46%
31
Traditional media’s website
Google News/Newswatch
Reddit/Huffington Post
iPolitics/Buzzfeed
Breitbart/Rabble.ca
On a social media site
Received via email
We get more news, more quickly and frequently today than we ever have in the past
94% 94% 95% 92% 90% 92% 87%
I don’t know what politicians to trust 72% 72% 73% 69% 73% 76% 70%
Getting news from friends/social media is all right but I want to get news from organizations or journalists
75% 77% 79% 78% 82% 80% 80%
The average person does not know how to tell good journalism from rumour or falsehoods
75% 79% 79% 80% 84% 76% 76%
A day will come when we will get ALL of our news online
65% 69% 71% 75% 76% 72% 66%
It’s becoming harder to tell if a piece of news was produced by a respected media organization
77% 77% 78% 75% 74% 77% 78%
I don’t know which companies or brands to trust
51% 53% 54% 53% 56% 47% 54%
If more people are getting their news online today, traditional media have no one to blame but themselves
41% 49% 52% 53% 76% 49% 43%
I’m not sure what is true and what is not 41% 43% 46% 43% 43% 47% 54%
Attitudinal Statements Based on Online News Channels Used Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. Foreach of the following statements, please indicate whether you strongly agree, agree, disagree or strongly disagree. % STRONGLY AGREE/AGREE
Views of news Views of news
Online news channels used yesterday
Perceptions of Misinformation and Fake News
33
Encounters of Fake News
Over half of respondents (53%) have come across stories where the factswere twisted to push an agenda. A large proportion of respondents (46%)have also recently seen headlines that look like news but turn out to be ads.
In the last week, which of the following have you come across…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
53%
46%
40%
31%
31%
19%
Stories where facts are twisted to push an agenda or
particular point of view
Headlines that look like news but turn out to be advertising
Poor journalism
Stories that are completely made up for commercial,
political or ideological reasons
Stories that promote hatred or violence towards a
particular group in society
A story that was forwarded to you by someone you know
that contained misinformation or fake news
34
Traditional media’s website
Google News/Newswatch
Reddit/Huffington Post
iPolitics/Buzzfeed
Breitbart/Rabble.ca
On a social media site
Received via email
Stories where facts are twisted to push an agenda or particular point of view
63% 67% 69% 70% 72% 60% 61%
Headlines that look like news but turn out to be advertising
54% 59% 57% 62% 57% 54% 59%
Poor journalism 50% 48% 62% 59% 56% 47% 48%
Stories that are completely made up for commercial, political or ideological reasons
38% 45% 45% 56% 61% 39% 45%
Stories that promote hatred or violence towards a particular group in society
37% 37% 42% 51% 45% 38% 41%
A story that was forwarded to you by someone you know that contained misinformation or fake news
24% 23% 26% 29% 25% 7% 7%
Encounters of Fake News Based on Online News Channels Used Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
In the last week, which of the following have you come across…?
Examples of fake news
Online news channels used yesterday
35
Willingness to Share Fake
News
Roughly two thirds (61%) report never sharing or forwarding a news storythat may have contained misinformation or fake news. The younger theconsumer however, the higher the likelihood of having shared orforwarded misinformation or fake news.
Have you ever shared or forwarded a news story that might have contained misinformation or was fake news?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
Traditionalists Baby Boomers
Gen X Millennials Gen Z
7% 13% 17% 22% 27%
75% 67% 58% 55% 53%
18% 20% 25% 24% 20%
17%
61%
22%
YesNoDK/NR
Total
36
Evaluating News Sources When looking for news or information about politics and current events, how often, if ever, do you…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
2%
3%
3%
6%
7%
10%
6%
11%
9%
19%
20%
24%
57%
48%
38%
64%
39%
42%
26%
22%
31%
6%
19%
13%
7%
14%
17%
4%
13%
9%
2%
3%
3%
2%
2%
2%
Come across a story that completely changes your mind
about an issue or personality
Receive information from a friend that you think is inaccurate
or fake news
Check out new sources of information that you have never
used before
Come across something you completely disagree with
Try to confirm the accuracy of the information you came
across by checking a major offline news source
Try to confirm the accuracy of the information you came
across by checking another online news source that you trust
Always Most times Sometimes Hardly ever Never DK/NR
A third of participants have never, or hardly ever come across a story thatcompletely changes their mind about an issue or personality.
37
In each instance those who get their news from television were less likelyto use different techniques to evaluate news sources.
Television NewspaperMagazine
Radio Online
Check out new sources of information that you have never used before
50% 43% 44% 40%
Receive information from a friend that you think is inaccurate or fake news
39% 37% 35% 31%
Come across something you completely disagree with 32% 26% 29% 29%
Try to confirm the accuracy of the information you came across by checking a major offline news source
30% 25% 26% 27%
Try to confirm the accuracy of the information you came across by checking another online news source that you trust
24% 19% 17% 15%
Come across a story that completely changes your mind about an issue or personality
9% 8% 7% 7%
Evaluating News Sources
Based on News Channels Used
Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
When looking for news or information about politics and current events, how often, if ever, do you…?% HARDLY EVER/NEVER
News channels used yesterday
Methods of evaluating news
38
Traditional media’s website
Google News/Newswatch
Reddit/Huffington Post
iPolitics/Buzzfeed
Breitbart/Rabble.ca
On a social media site
Received via email
Check out new sources of information that you have never used before
38% 35% 24% 18% 10% 35% 24%
Receive information from a friend that you think is inaccurate or fake news
31% 28% 23% 18% 19% 27% 25%
Come across something you completely disagree with
26% 28% 25% 20% 18% 27% 19%
Try to confirm the accuracy of the information you came across by checking a major offline news source
23% 23% 20% 13% 17% 26% 22%
Try to confirm the accuracy of the information you came across by checking another online news source that you trust
12% 11% 7% 6% 3% 14% 8%
Come across a story that completely changes your mind about an issue or personality
6% 6% 4% 3% 8% 7% 7%
Evaluating News Sources Based on Online News Channels Used Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
When looking for news or information about politics and current events, how often, if ever, do you…? % HARDLY EVER/NEVER
Methods of evaluating news
Online News Channels Used Yesterday
39
Prevalence of Fake News
On News Channels
Respondents are most likely to believe that there is a lot (42%) or some(37%) misinformation or on social media sites. Respondents are alsoskeptical about links received via email, and messages sent by friends.
From what you can tell is there a lot, some, not much or no misinformation or fake news on…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
10%
10%
12%
14%
15%
25%
28%
29%
42%
36%
33%
41%
39%
37%
31%
44%
39%
37%
38%
42%
23%
20%
17%
11%
13%
13%
9%
9%
10%
5%
5%
4%
6%
4%
4%
3%
7%
5%
20%
23%
27%
27%
12%
15%
9%
Television, newspaper or magazine’s websites
Traditional media
From a so-called digital news aggregator
Digital news site that is not operated by traditional media
From a digital news site that specializes only in news
Digital site with a point-of-view
Messages sent to you by a friend on social media
Links received via email
Social media sites
A lot Some Not much None DK/NR
40
Confidence in Distinguishing
Fake News Do you feel very confident, confident, not very confident or not confident at all that you can always tell thedifference between news stories that are accurate and real and news stories that contain misinformation andfake news?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
7%
11%
10%
8%
5%
9%
47%
51%
47%
48%
45%
48%
37%
31%
31%
36%
40%
34%
4%
3%
6%
4%
9%
5%
5%
5%
7%
5%
2%
5%
Generation Z
Millennials
Gen X
Baby Boomers
Traditionalists
Total
Very confident Confident Not very confident Not at all confident DK/NR
40% of news consumers are either not very confident or not confident atall that they can always tell the difference between news stories that arereal and accurate from those that contain misinformation or fake news.
41
Reaction to Misinformation
or Fake News
When confronted with misinformation or fake news, the majority ofrespondents (58%) delete and forget about it. Nearly three in ten (29%) usea search engine to look up the topic and check other sources.
Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
3%
5%
9%
21%
7%
8%
20%
37%
17%
22%
40%
26%
15%
20%
13%
6%
51%
36%
15%
6%
7%
8%
3%
4%
If you came across it on a social media site report it directly
to the social media company
Unfriend or delete the person or the source that was
sending you what appeared to be misinformation or fake
news
Use a search engine to look up the topic of the story and
check other sources
Delete and forget about it
Always Most times Sometimes
Hardly ever Never DK/NR
42
Reaction to Misinformation
or Fake NewsBy Generation
Younger generations reacted to instances of fake news more frequentlythan older generations in every instance except the ‘deleting and forgettingabout it’ method.
Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
27%
35%
69%
84%
% Always/Most times/Sometimes
Delete and forget about it
Use a search engine to look up the topic of the story and check
other sources
Unfriend or delete the person or the source that was sending
you what appeared to be misinformation or fake news
If you came across it on a social media site report it directly to
the social media company
88% 86% 85% 83% 82%
56% 66% 68% 76% 75%
28% 31% 32% 41% 42%
11% 14% 29% 38% 39%
43
Reaction to Misinformation
or Fake News
Two thirds of respondents (67%) have never reported misinformation orfake news to government authorities.
Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
2%
2%
2%
2%
4%
5%
7%
6%
11%
20%
21%
25%
11%
17%
16%
18%
67%
53%
51%
46%
5%
4%
4%
3%
Report it to government authorities who can make sure that
the source of the misinformation or fake news is shut down
Forward the story to a friend that you know will not agree
with the story’s content or conclusions
Forward it to others with a warning that the story contains
misinformation and fake news
Forward the story to a friend who you respect to see if they
think it contains misinformation or fake news
Always Most times Sometimes
Hardly ever Never DK/NR
44
Reaction to Misinformation
or Fake NewsBy Generation
Traditionalists and Baby Boomers were half as likely to forward the fakenews stories to friends/others or report it to the government, compared toyounger generations such as Gen Z.Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
17%
27%
30%
31%
% Always/Mosttimes/Sometimes
Forward the story to a friend who you respect to see if they think it contains
misinformation or fake news
Forward it to others with a warning that the story contains misinformation
and fake news
Forward the story to a friend that you know will not agree with the story’s
content or conclusions
Report it to government authorities who can make sure that the source of
the misinformation or fake news is shut down
27% 24% 27% 40% 47%
20% 23% 28% 38% 40%
17% 15% 24% 35% 42%
10% 9% 16% 24% 25%
45
Television NewspaperMagazine
Radio Online
Delete and forget about it 85% 88% 87% 86%
Use a search engine to look up the topic of the story and check other
68% 71% 72% 78%
Unfriend or delete the person or the source that was sending you what appeared to be misinformation or fake news
37% 41% 38% 37%
Forward the story to a friend who you respect to see if they think it contains misinformation or fake news
31% 38% 35% 34%
Forward it to others with a warning that the story contains misinformation and fake news
30% 36% 31% 32%
If you came across it on a social media site report it directly to the social media company
27% 28% 29% 28%
Forward the story to a friend that you know will not agree with the story’s content or conclusions
26% 32% 27% 27%
Report it to government authorities who can make sure that the source of the misinformation or fake news is shut down
18% 21% 20% 17%
Reaction to Misinformation
or Fake News Based on News
Channel Used Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…? % ALWAYS/MOST TIMES/SOMETIMES
Reactions to misinformation and fake news
News channels used yesterday
46
Traditional media’s website
Google News/Newswatch
Reddit/Huffington
Post
iPolitics/Buzzfeed
Breitbart/Rabble.ca
On a social media site
Received via email
Delete and forget about it 87% 87% 88% 86% 80% 86% 89%
Use a search engine to look up the topic of the story and check other
81% 81% 88% 87% 91% 81% 82%
Unfriend or delete the person or the source that was sending you what appeared to be misinformation or fake news
55% 55% 50% 44% 48% 56% 44%
Report it to government authorities who can make sure that the source of the misinformation or fake news is shut down
38% 40% 45% 54% 49% 41% 51%
Forward the story to a friend who you respect to see if they think it contains misinformation or fake news
32% 37% 40% 47% 52% 41% 55%
Forward it to others with a warning that the story contains misinformation and fake news
32% 34% 40% 45% 51% 37% 50%
If you came across it on a social media site report it directly to the social media company
28% 30% 33% 46% 47% 35% 38%
Forward the story to a friend that you know will not agree with the story’s content or conclusions
25% 26% 30% 36% 41% 33% 46%
Reaction to Misinformation or Fake News Based on Online News Channel Used Yesterday
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
Do you always, most times, sometimes, hardly ever or never do the following when you come across a news story that you think containsmisinformation or fake news…? % ALWAYS/MOST TIMES/SOMETIMES
Reactions to misinformation and fake news
Online news channel used yesterday
47
Concern about Misinformation
or Fake News
The plurality (83%) are most concerned with fake news or misinformationthat might put health at risk by spreading wrong information aboutmedical risks and benefits.
Some people have said they are concerned about the amount of misinformation and fake news that can befound or forwarded on the internet. Others have said they are not concerned. To what extent, if at all, are youconcerned about misinformation or fake news...?
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
39%
41%
42%
49%
50%
41%
39%
31%
32%
33%
12%
11%
14%
10%
9%
4%
4%
6%
5%
4%
5%
5%
6%
5%
4%
Resulting in people making poor decisions because they no
longer know what is true and what is not
Resulting in spreading false rumours that hurt an
organization or person’s reputation
Being used to recruit people into joining extremist groups
Being used to promote hatred or violence towards a
particular group in society
Putting health at risk by spreading wrong information about
medical risks and benefits
Very concerned Somewhat concerned Not very concerned Not at all concerned DK/NR
48
Concern about Misinformation
or Fake News
Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.
23%
27%
35%
37%
37%
38%
41%
38%
40%
39%
39%
33%
24%
20%
15%
13%
14%
17%
6%
7%
5%
5%
4%
7%
6%
9%
5%
7%
6%
6%
Looking like new headlines but in fact turn out to be
advertising
Resulting in people staying in their own “echo chamber” and
never being exposed to ideas or points of view that are
different than their own
Being used to sell products and services under false
pretenses
Leading to more polarization and division in society
Being used by organizations or individuals who want to
push an agenda or particular point of view to influence or
change public opinion
Being used by foreign governments to influence elections
Very concerned Somewhat concerned Not very concerned Not at all concerned DK/NR
Some people have said they are concerned about the amount of misinformation and fake news that can befound or forwarded on the internet. Others have said they are not concerned. To what extent, if at all, are youconcerned about misinformation or fake news...?