{"id":212565,"date":"2018-06-28T18:18:06","date_gmt":"2018-06-28T08:18:06","guid":{"rendered":"https:\/\/southburnett.com.au\/news2\/?p=212565"},"modified":"2020-06-23T10:32:45","modified_gmt":"2020-06-23T00:32:45","slug":"study-says-facebook-most-distrusted","status":"publish","type":"post","link":"https:\/\/southburnett.com.au\/news2\/2018\/06\/28\/study-says-facebook-most-distrusted\/","title":{"rendered":"Study Says Facebook ‘Most Distrusted’"},"content":{"rendered":"

\"\"<\/a>
Roy Morgan Research CEO Michele Levine (Photo: Roy Morgan)<\/figcaption><\/figure>June 28, 2018<\/strong><\/p>\n

A new study by market research company Roy Morgan has found that Australians trust the ABC the most, and distrust Facebook the most.<\/p>\n

Roy Morgan Research has been conducting quarterly consumer surveys asking Australians which brands they trust and distrust since October 2017, and to date have interviewed about 4000 people.<\/p>\n

In May, the company conducted an additional survey of 1,111 Australians asking which media they trust and distrust, as well as why they trusted or distrusted nominated media brands.<\/p>\n

The company then took the trust score of each nominated media brand and subtracted the distrust score to arrive at a Net Trust Score (NTS).<\/p>\n

It found that while Facebook \u2013 and social media generally \u2013 are deeply distrusted in Australia, the ABC is the nation\u2019s most trusted media organisation.<\/strong><\/p>\n

Half of all Australians (47 per cent) distrust social media, compared to only 9 per cent who distrust the ABC.<\/p>\n

According to Roy Morgan CEO Michele Levine, trust is now firmly on corporate Australia\u2019s agenda, but distrust is a critical measure everyone\u2019s ignoring.<\/p>\n

“The absence of the voices of distrust should be alarming every CEO and company director,” Ms Levine said.<\/p>\n

“Distrust is where our deepest fears, pain, and betrayal surface \u2013 the shock of discovering we were foolish to trust too much.<\/p>\n

“And nowhere is that sense of betrayal more profound than in our media brands.”<\/p>\n

Ms Levine said the company subtracted distrust from trust to achieve a Net Trust Score (NTS), which revealed a minus NTS for the Australian media industry overall.<\/p>\n

“The banking industry has an NTS of minus 18 per cent, compared to the media industry with an NTS of minus 7 per cent,” Ms Levine said. <\/p>\n

“So while media industry is less toxic than banks, it is still in negative territory.”<\/p>\n

Media Category Net Trust Scores (distrust score subtracted from trust score):<\/strong><\/p>\n

    \n
  1. Social Media: minus 42 per cent\n
  2. Television: minus 16 per cent\n
  3. Newspapers: minus 13 per cent\n
  4. Internet: minus 7 per cent\n
  5. Magazines: minus 4 per cent\n
  6. Radio: minus 2 per cent\n<\/ol>\n

    After the ABC, SBS is Australia\u2019s second most trusted media brand and Fairfax comes in third as the only other media brand with a positive NTS.<\/p>\n

    SBS is also Australia\u2019s most trusted commercial television network with an NTS of +5 per cent \u2013 well ahead of the other three commercial networks, all of which have an NTS of between minus 6 and minus 10 per cent.<\/p>\n

    “Australians told us that their trust of the ABC is driven by its lack of bias and impartiality, quality journalism and ethics,” Ms Levine said. <\/p>\n

    “Their distrust of Facebook and social media is driven by fake news, manipulated truth, false statistics and fake audience measurement.”<\/p>\n

    According to survey respondents, their top 5 drivers of media distrust are:<\/strong><\/p>\n

      \n
    1. False news or fake news\n
    2. Bias\n
    3. News that is sensationalised and\/or a focus on controversial stories\n
    4. Pushing commercial or political agenda\n
    5. Too much advertising\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

      A new study by market research company Roy Morgan has found that Australians trust the ABC the most, and distrust Facebook the most. <\/p>\n","protected":false},"author":3,"featured_media":212568,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"yoast_head":"\nStudy Says Facebook 'Most Distrusted' - southburnett.com.au<\/title>\n<meta name=\"description\" content=\"A new study by market research company Roy Morgan has found that Australians trust the ABC the most, and distrust Facebook the most.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/southburnett.com.au\/news2\/2018\/06\/28\/study-says-facebook-most-distrusted\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Study Says Facebook 'Most Distrusted' - 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