The power of print at a glance
- Growing mistrust among consumers towards advertising and social media
- Newspapers confirmed to be most trusted for news and information
- 70% of Britons said they don’t trust social platforms
The Kantar study indicates a desperate need for the advertising and media industries to work together to rebuild public trust. But amid an enormous public health crisis, can consumers’ concerns be remedied?
Earlier this month, Kantar’s Dimension study revealed a brewing mistrust among consumers towards both advertisers and social media platforms.
The report surveyed 8,000 people in eight markets, including the US, UK and China, which have a combined total ad spend of $400bn. It found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect.
When it came to seeking out news and information, social media – which captures $84bn worth of global ad budgets) – was ranked as the least trusted medium, with just 17% of respondents citing the likes of Facebook and Twitter as a reputable source.
Across the world, newspapers ranked the highest in the media category with 37% of people saying they had conviction in print. TV and radio followed with 31% and 32% of respondents respectively saying they had faith in these mediums to carry accurate information.
Kantar found UK consumers to be among the most cynical globally, with Brits showing a “concerning” lack of trust in social media.