5/17/2013
Local TV has the largest weekly audience of any media source, but national newspapers are considered the most trustworthy, according to Nielsen research for the Newspaper Association of America. Social media are most likely to inspire a sense of personal connection with the sites themselves and also to make users feel connected to other people.
Nine in 10 Americans watch local TV each week, and more than eight in 10 listen to local radio. More than three-quarters read newspapers, either in print or online. Americans consume cable TV most frequently, an average of 4.22 days per week. They use social media 3.92 days per week and newspapers 2.69 days per week.
People are most likely to consider national and local newspapers and radio stations trustworthy and least likely to trust the information found on blogs or social networks. Fewer than six in 10 trust any of these media, however. Similarly, national and local newspapers and radio stations are most likely to be considered ethical or acting in the public interest, but just over half believe any of these media are ethical or serving public interests.
Advertising
Consumers say they’re most likely to notice ads placed in local or national newspapers or on local talk radio. Ads on blogs and Twitter are also likely to catch their attention. [Note: These differences are small, suggesting that, while consumers are aware of ads in many media, few are breaking through the cluttered environment.-Ed.]
When asked which ads are most likely to motivate them to make purchases, people cite ads in local and national newspapers and on blogs or Twitter as the strongest influences. Consumers find ads on social networks (46%), blogs or Twitter (45%), and local music radio (41%) to be the most intrusive or annoying.
It’s not surprising that consumers feel more connected to participatory media such as social networks (44%) and Twitter/blogs (41%) than they do to cable (29%) or local TV (27%). More than a third feel personally connected to national (36%) and local newspapers (35%) and to local talk radio (36%), as well.
Almost six in 10 believe social networks enhance interpersonal interactions (57%), and 54% believe Twitter and blogs do so. About four in 10 credit national newspapers and local talk radio with strengthening these connections as well. Americans are most likely to say national newspapers (42%) and Twitter/blogs (41%) inspire them personally. When asked which media make their lives better, they’re most likely to choose national newspapers (46%) and local music radio (45%).
SOURCE: “2013 Nielsen National Cross-Media Engagement Study,” April 2013, Nielsen for the Newspaper Association of America. Newspaper Association of America, Jim Conaghan, VP Research & Industry Analysis, 4401 Wilson Blvd., #900, Arlington, VA 22203; 571-366-1000; jim.conaghan@naa.org; www.naa.org.
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