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Political news: online vs.TV
We continue our research on the audience for Russian media. We have already used to focus on some of its peculiarities (please see our issues from May 21st, 2015, August 18th, 2014, August 12th, 2014 and from July 28th, 2014). Based on the national representative study conducted, Bashkirova and partners independent research agency has generated the new material on trust our citizens put in the political news, broadcasted by different mass media.
Television enjoys the greatest trust of Russian people – it is trusted by 60% of the interviewed. News in the Internet takes the second top line (including news agencies and online versions of journals). Political news, introduced in these media types is trusted by 30% of Russians. The press enjoys considerably less confidence (13%), it is followed by radio stations (11%) and by social media posts (9%). We will now focus on comparing audiences for television and Internet in the given publication.
Television still is the most common type of mass media in this country where 78% of our people watch TV daily. In giving responses to the question “which TV-programs do you watch most often” the majority, i.e. 40%, have pointed to news shows above all (please see our press-releases dated August 14 and July 28, 2014). No wonder that news on TV shows leadership in this confidence rating for media. The greatest trust in TV news is shown by respondents who are older 50 of age (70%) and by those with monthly income level smaller than 15 000 rubles (69%) (provided that the average pension scale is about 14 000 rubles. These are the categories which have much in common across many parameters).
Ladies trust in the information covered by newscasts more often than men. Rural residents do more often compared to residents of megacities, while Russians with secondary education have more trust in these more often than university graduates. We should note that in Russians who are non-Internet users, TV news are trusted by 78% of respondents. We can assume that this is exactly the criterion which to greatest extent explains the above listed facts, since residents of million size cities, high income level respondents, people under 50 of age and high education interviewees much more often are the world network users.
More than 70% of our adults in this country have Internet access, and each second is a daily online user. This determines the high popularity and high confidence level in a third of respondents (30%) in online media. The profile of an average respondent, placing trust in Internet media makes a direct polarity to TV news loyalist’s portrait. Thus, in the category of young respondents under 30, we have 44% of those who have confidence in online media, while we have 10% of such in the retired category. Amongst respondents with income level above 30 000 rubles the share of positive responses is by 14% bigger compared to those with income below 15 000 rubles. In megacity residents we have by 10% more positives than in rural residents.
It’s certainly too early to speak of online media as one making really serious competition for news on television, but online media’s popularity within the young Russians allows us to define the drift where the mass audience preferences are going to evolve to. No doubt the trust in the online political news is only going to grow, and soon the current flagships of the national TV-industry will have to put up with this trend anyway.
This study was conducted in June 2015 based on all-Russia random route sample (18+) by means of face-to-face interviews in place of residence. 1500 respondents in 8 federal districts, 150 settlements, 200 sample points have been surveyed. The sample error makes ± 2,5%, C.I. is 95%.