Consumers Report Trusting Media Less, Personal Relationships More

New global study shows trust in traditional media is perceived to have declined over the past five years, due to the prevalence of fake news and doubts about media outlets‘ intentions.

The author(s)

  • Nicolas Boyon Senior Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs
Get in touch

Washington, DC, June 24, 2019 – A new Ipsos global study finds that people across 27 countries are divided on whether they trust traditional media (newspapers, magazines, TV, and radio). Globally, 49% trust TV and radio to be a reliable source of news and information (46% do not have much trust, or no trust at all), and 47% trust newspapers and magazines (48% do not). However, the survey, conducted online among adults under age 74, also finds that trust in these mediums is perceived to have declined over the last five years. Globally, one-third (34%) say they trust newspapers and magazines less than they did five years ago, compared to 17% who say they trust them more. Similarly, 34% say they trust TV and radio less vs. 18% more.

At the same time, people believe that fake news is prevalent in the information they receive via different sources. At the global level, more than half (52%) believe there is a great deal or a fair amount of fake news in newspapers and magazines, as well as on TV and radio.  People are particularly skeptical of the information received by online news websites and platforms, as 62% overall say the information they provide contains a great deal or fair amount of fake news. 

Another dimension of media trust is whether respondents think different sources act with good intentions when providing news and information. Overall, the percentage of people who believe the media act with good intentions is similar to current levels of trust. Exactly half of global respondents believe newspapers and magazines act with good intentions, and 52% agree when it comes to TV
and radio.

Other findings include:

  • Trust in media sources varies greatly across individual countries. For example, 71% in India and 68% in Malaysia trust TV and radio, compared to just 17% in Serbia. Country patterns remain fairly stable for trust in different news sources, with India, Saudi Arabia, Malaysia, and South Africa ranking among the highest, while Hungary, Serbia and Poland are often found among the lowest. Among Americans, levels of trust in media sources are in line with the global average (51% of Americans trust TV and radio, 52% for newspapers and magazines).
  • Perceived changes in trust of traditional media sources also vary by country. Though trust is perceived to have declined at the global level, this is not the case in all countries. In fact, people are now reporting higher trust levels in media in countries such as India and Saudi Arabia compared to five years ago. Meanwhile, trust is perceived to have declined most strongly in Serbia and Hungary. Americans are also reporting higher drops in trust of media sources, particularly when it comes to online media websites and platforms
  • Online websites and platforms tell a bit of a different story from traditional media. Though they are only slightly less trusted than traditional media (45% trust them, 50% distrust) at the global level, there has been a slightly smaller perceived decline in trust over the past five years (a net change of -12%, compared to -16% for traditional media).
  • Who benefits the most from this perceived change in media trust? Interpersonal relationships. Across the world, people are most trusting of news and information they receive from people they know in person. Furthermore, among sources of news and information, only personal relationships have grown in trustworthiness over the past five years.
  • Opinions across the world are split regarding whether public broadcasters can be trusted more than private ones. In India, Peru, Sweden and Germany, respondents are much more trusting of public broadcasters. In Hungary and Poland, on the other hand, the majority trusts private broadcasters over public ones. These results indicate that there is no global trend regarding trust in broadcasters, but that trust levels depend on the country-specific situation of how broadcasting services are organized and controlled.
  • Regardless of levels of trust in public broadcasters, a plurality (46%) of the global population agrees that public broadcasters provide a necessary service.


  • These are the findings of Ipsos’ Global Advisor survey, an online survey conducted between January 25 and February 8, 2019.
  • The survey instrument is conducted monthly in 27 countries around the world, via the Ipsos Online Panel system. The countries reporting in this release are Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Sweden, Turkey, and the United States.
  • The results are comprised of an international sample of 19,541 adults ages 16-74 in most countries, ages 18-74 in Canada, South Africa, Turkey, and the United States, and ages 19-74 in South Korea. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel, except for Argentina, Belgium, Hungary, India, Mexico, Poland, Russia, Saudi Arabi, South Africa, South Korea, Sweden, Turkey, Malaysia, Chile, Peru and Serbia, where each have a sample of approximately 500+.
  • 15 of the 27 countries surveyed online generate nationally representative samples in their countries (Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, and United States).
  • Brazil, China, Chile, India, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey produce a national sample that is more urban & educated, and with higher incomes than their fellow citizens. We refer to these respondents as “Upper Deck Consumer Citizens”. They are not nationally representative of their country.
  • Data are weighted to match the profile of the population. The precision of Ipsos online polls are calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.1 percentage points and of 500 accurate to +/- 4.5 percentage points. For more information on the Ipsos use of credibility intervals, please visit the Ipsos website.

For more information on this news release, please contact:

Nicolas Boyon
Senior Vice President, US
Public Affairs
+1 646 309-4879

About Ipsos

Ipsos is a global independent market research company. Our team of 18,000 across 90 countries serves 5,000 clients and undertakes 70,000 different projects each year. Our polling practice is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

As a global research and insights organization, Ipsos aims to make our changing world easier and faster to navigate and to inspire our clients to make smarter decisions. We are committed to driving the industry with innovative, best-in-class research techniques that are meaningful in today’s connected society. We deliver research with security, speed, simplicity, and substance.  Our tagline “Game Changers” summarizes our ambition.

Our broad range of industry experts offer an intimate understanding of people, markets, brands and society. Whether testing communications content, bringing concepts to market, assessing customer experience, or gauging public opinion, Ipsos strives to identify and offer the right solutions to our client’s specific challenges.

Ipsos is committed to building an organization dedicated to a single endeavor: providing our clients with the best service, using qualitative or quantitative methods, at local, regional, and international levels. This is what drives us to ask and probe, to subject our hypotheses to rigorous analyses, and, finally, to deliver reliable data and the most effective recommendations in the shortest time possible.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,749.5 million in 2018.

The author(s)

  • Nicolas Boyon Senior Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs