The percent of people who say a factor is important depends on the topic
| National politics | Domestic policy | Foreign or international news | Crime and public safety | Local news | Weather or traffic | Sports | Lifestyle | |
|---|---|---|---|---|---|---|---|---|
| Percent saying extremely/very important | ||||||||
| Accuracy | ||||||||
| It gets the facts right | 85 | 82 | 79 | 88 | 77 | 82 | 76 | 65 |
| It presents expert sources and data | 79 | 76 | 73 | 68 | 62 | 66 | 66 | 48 |
| Completeness | ||||||||
| It always has the latest news and information | 81 | 76 | 78 | 81 | 75 | 78 | 74 | 62 |
| The reporting is in‑depth | 77 | 72 | 69 | 73 | 64 | 63 | 64 | 49 |
| It covers all the day’s events | 66 | 60 | 68 | 72 | 68 | 59 | 61 | 40 |
| Presentation | ||||||||
| It’s concise and gets to the point | 80 | 73 | 70 | 80 | 71 | 73 | 61 | 55 |
| It is easy to find news and information you’re looking for | 73 | 68 | 74 | 75 | 69 | 71 | 68 | 64 |
| Transparency | ||||||||
| You know and trust its journalists | 68 | 64 | 62 | 64 | 55 | 58 | 60 | 48 |
| It explains the way it gathers and reports news and information | 61 | 59 | 55 | 63 | 58 | 52 | 47 | 47 |
| Balance | ||||||||
| It provides diverse points of view | 65 | 64 | 57 | 58 | 57 | 48 | 50 | 44 |
| You see your community and people like you in the reporting | 33 | 37 | 25 | 53 | 40 | 35 | 27 | 31 |
| It shares your point of view | 34 | 35 | 19 | 40 | 29 | 36 | 23 | 33 |
| Convenience or entertainment | ||||||||
| It presents news and information in a way you can talk about it | 70 | 65 | 57 | 67 | 62 | 61 | 65 | 50 |
| It’s a source you’ve always used | 55 | 51 | 41 | 62 | 55 | 53 | 52 | 42 |
| You can multitask or use it when you’re doing something else like household chores | 38 | 44 | 41 | 48 | 39 | 44 | 43 | 38 |
| It makes it entertaining | 30 | 40 | 26 | 41 | 33 | 38 | 54 | 53 |
Data Source: Question: Think about why you rely on [insert] for the coverage of [insert]. How important is each of the following for you?
MEDIA INSIGHT PROJECT
The percent of people who say a factor is important depends on the type of news source
| Local TV | National TV | Radio | Newspaper | Media focused on one topic | Online only | |
|---|---|---|---|---|---|---|
| Percent saying extremely/very important | ||||||
| Accuracy | ||||||
| It gets the facts right | 83 | 81 | 83 | 78 | 77 | 72 |
| It presents expert sources and data | 70 | 76 | 68 | 70 | 65 | 68 |
| Completeness | ||||||
| It always has the latest news and information | 82 | 77 | 77 | 71 | 79 | 75 |
| The reporting is in‑depth | 72 | 72 | 66 | 64 | 62 | 57 |
| It covers all the day’s events | 71 | 67 | 57 | 53 | 47 | 47 |
| Presentation | ||||||
| It’s concise and gets to the point | 78 | 76 | 71 | 66 | 69 | 69 |
| It is easy to find news and information you’re looking for | 75 | 70 | 64 | 67 | 74 | 74 |
| Transparency | ||||||
| You know and trust its journalists | 64 | 64 | 63 | 57 | 53 | 53 |
| It explains the way it gathers and reports news and information | 59 | 59 | 55 | 48 | 49 | 49 |
| Balance | ||||||
| It provides diverse points of view | 58 | 62 | 60 | 56 | 47 | 61 |
| You see your community and people like you in the reporting | 50 | 31 | 33 | 35 | 25 | 36 |
| It shares your point of view | 37 | 35 | 30 | 23 | 26 | 33 |
| Convenience or entertainment | ||||||
| It presents news and information in a way you can talk about it | 67 | 66 | 63 | 61 | 63 | 63 |
| It’s a source you’ve always used | 62 | 51 | 47 | 53 | 50 | 40 |
| You can multitask or use it when you’re doing something else like household chores | 48 | 43 | 53 | 20 | 39 | 41 |
| It makes it entertaining | 42 | 35 | 35 | 28 | 46 | 44 |
Data Source: Question: Think about why you rely on [NAMED SOURCE] for the coverage of [NEWS TOPIC FOLLOWED]. How important is each of the following for you?
MEDIA INSIGHT PROJECT
The topic of the news affects which digital features are valued most
| National politics | Domestic policy | Foreign or international news | Crime and public safety | Local news | Weather or traffic | Sports | Lifestyle | |
|---|---|---|---|---|---|---|---|---|
| Percent saying extremely/very important | ||||||||
| It uses visuals such as photos, videos, lists, or charts | 47 | 52 | 43 | 72 | 38 | 68 | 47 | 56 |
| It allows people to comment on news and information | 28 | 35 | 23 | 50 | 23 | 36 | 22 | 29 |
| The news and information include hyperlinks to get more information | 43 | 48 | 41 | 60 | 40 | 51 | 36 | 49 |
| The site or app loads fast | 63 | 63 | 57 | 78 | 57 | 72 | 72 | 69 |
| It works well on my mobile phone | 55 | 60 | 40 | 78 | 56 | 72 | 63 | 70 |
| The ads do not interfere with getting news and information | 64 | 63 | 55 | 77 | 61 | 70 | 64 | 72 |
Data Source: Question: Thinking about when you get news from [NAMED SOURCE] on [NEWS TOPIC FOLLOWED] in a digital format, how important is each of the following for you?
MEDIA INSIGHT PROJECT
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What makes people trust news
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