GfK survey concludes radio “most trusted media” in Australia
by Thomas from The SWLing Post on (#2W653)
(Source: Radio Info via Nigel Holmes)
Radio leads the way as the most trusted media in Australia and is seen as the most credible source of news, according to a new survey by global research firm GfK.
The GfK Radio Insights study found 42% of respondents surveyed consider radio trustworthy, with a wide gap to TV (24%), online (18%) and newspapers/magazines (15%).
GfK's General Manager Media, Dr Morten Boyer, said the results reflected high levels of trust in radio presenters and the live and human nature of radio, which made it a credible source of information for news, traffic information and emergency updates.