Study: 68% Say There’s A Problem With Fake News On Digital Platforms

Study: 68% Say There’s A Problem With Fake News On Digital Platforms
SHARE
THIS


What best describes you?

“Fake news” is one of the buzz phrases of 2017. First coined during the US presidential election last year, the term has taken on a life of its own and is now part of common parlance for many broadcasters, commentators and consumers alike.

New research by YouGov, the world’s leading online research firm, reveals that the majority of APAC residents do believe that “fake news” is a problem. However, it also shows that what the problem is exactly is far harder to define.

TV is the most trusted source of news content

The study found that consumers view TV as the most trusted source for news, with three quarters of those polled (75 per cent) placing either a little or a lot of trust in TV. This is followed by radio (trusted by 70 per cent) and newspapers (68 per cent), while digital is the least trusted source for news (60 per cent).

Yet consumers also accept that these sources can be responsible for spreading “fake news”. Despite reporting high levels of trust in TV, nearly half (47 per cent) of respondents believe there is a problem with fake news on TV.

A similar number report concerns over “fake news” in newspaper content (49 per cent) and radio (41 per cent). However, concern about “fake news” surges to more than two-thirds (68 per cent) of respondents when it comes to digital content.Just one in eight people place “a lot” of trust in news that friends and family share online

Social media is a key site for news content, with more than a third of APAC residents (37 per cent) sharing online news content on social media at least once a day. This is even higher in Thailand (54 per cent), Vietnam (50 per cent), Indonesia (44 per cent) and the Philippines (40 per cent).

While the majority of respondents (58 per cent) say they trust news that friends and family share on social media, just 13 per cent of those polled place “a lot” of trust in news that friends and family share online. Australians are the least trusting, with seven per cent of people not placing any trust in content that their friends and family share. This is more than double the regional average of three per cent.

Over half of APAC respondent think more negatively of a brand that was found to be advertising on a platform that contains fake news

Consumers are cautious over the content they see online and more than half (56 per cent) have conducted independent research to check the validity of a news story. Yet despite recognising the problem of “fake news”, consumers can be unaccepting when brands become tied up with the issue; a majority of respondents (54 per cent) would think more negatively of a brand that was found to be advertising on a platform that contains fake news. Furthermore, two thirds of APAC residents (66 per cent) would trust a brand less if it was found to be advertising on a platform that contains fake news.

Some 54 per cent of respondents would no longer make purchases from a brand found to be promoting fake or misleading content

The survey also shows how brand scandals are able to influence consumer behaviour, as well as opinion. For instance, if consumers were to find out that a brand had been promoting fake or misleading content, a majority of consumers would no longer make purchases from this brand (54 per cent), choose a different brand in future (51 per cent) or tell family and/or friends about it (51 per cent). Furthermore, three in 10 consumers (29 per cent) would share this information on social media and a quarter of consumers (26 per cent) would delete the brand’s app from their phone.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]