Blogs And The Influence On News And The Media

Toronto, ON - As debate continues about the effect that blogs and bloggers are having on politics, media and public opinion in Canada, a recent survey conducted by Ipsos-Reid and sponsored by PR Direct, a division of The Canadians Press, reveals that four in ten online Canadians (42%) have read a blog at least once.

Among those who have read blogs:

• A majority (58%) believe blogs influence public opinion, and four in ten believe they influence mainstream media (45%), and politics and public policy (41%);
• Four in ten (37%) would describe their content as "accurate"; and
• Half (52%) say that they "trust" the content of these websites either somewhat (49%) or very much (3%).

Blogs were defined to respondents as web pages with minimal to no external editing, providing online commentary that are periodically updated and presented in reverse chronological order, with hyperlinks to other online sources. They were further told that blogs could function as personal diaries, technical advice columns, sports chat, celebrity gossip, political commentary, or all of the above.

These are the findings of an Ipsos-Reid poll conducted from June 2nd to June 12th, 2005 via a representative online Canadian sample of 3,378 Canadian adults. For the total sample of 3,378 results are accurate 95% of the time with a +/-1.7 margin of error. For the sample of 1355 blog readers, results are accurate 95% of the time with a margin of error of +/-2.7% of what it would have been had this entire population been surveyed.

Four In Ten Online Canadians (42%) Have Read A Blog -- Particularly High Among Men (48%), Those Aged 18-34 (50%), And Those With Post Secondary Education (45%)...

Four in ten online Canadians (42%) admit to having read a blog, with the remainder (58%) saying they have not.

Blog use seems to be most popular among those:

• With high household incomes of $60,000 or more (44%);
• Men (48% vs. 35% among women);
• Younger adults aged 18-34 (50%); and
• Those with post secondary education (45%).

One-Quarter Of On-Line Canadians (25%) Believe Blogs Are Accurate News Sources - But, Of Those Who Have Read Blogs, 37% Believe They Are An Accurate News Source...

Among all on-line Canadians, one in four (25% -- 2% very/23% somewhat) would describe their content as accurate. Thirty-eight percent would describe them as "not accurate", a further 37% "don't know".

Four in ten (37%) of those who have read a blog at least once describe their content as "accurate" (4% very/34% somewhat), 51% believe they are "not accurate", and 12% "don't know".

And Of Those Who Have Read A Blog, Half (52%) Say They Trust The Content...

Among those who have read a blog, 52% say that they trust the content in terms of these websites either somewhat (49%) or very much (3%). One-third (34%) say the do not trust the content at all, and 14% "don't know".

Of on-line Canadians, 34% say they trust the content on blogs (32% somewhat/2% very much), 26% don't trust them at all, and 41% "don't know".

Among All Online Canadians, Many Believe Blogs Influence Public Opinion (41%), Media (33%), And Politics (29%)...

Online Canadians are most likely to say that blogs are influential when it comes to public opinion (41%, 9% "very influential"), followed by mainstream media (33%, 5% very influential"), and politics and public policy (29%, 5% "very influential").

...Among Blog Readers, A Majority (58%) Believe Blogs Influence Public Opinion -- Four In Ten Believe They Influence Mainstream Media (45%), And Politics And Public Policy (41%)...

Among blog readers, a majority (58%) think blogs are influential on public opinion (14% "very influential) - four in ten believe they influence mainstream media (45%, 7% "very influential"), and politics and public policy (41%, 7% very influential).

For more information on this news release, please contact:
John Wright
Senior Vice-President
Ipsos-Reid
416.324.2900
[email protected]

Ipsos-Reid
Ipsos-Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos-Reid employs more than 300 researcher professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos-Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada--including the Ipsos Trend Report, the leading source of public opinion in the country--all of which provide clients with actionable and relevant information. Ipsos-Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2004, Ipsos generated global revenues of e 605.6 million ($752.8 million U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.