Appendix A: Tabulations of trust components by topic and source

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