益普索（Ipsos）&amp 信托項目：2020年媒體信任的未來-圖文參考報告（英文版）（51頁）.pdf

1、 2020 Ipsos. All rights reserved. Contains Ipsos Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. A Global Advisor Survey The Future of Trust in Media: Graphic Reference Report IPSOS &IPSOS & THE TRUST PROJECTTHE TRUST PROJEC

2、T For more information about this survey, go to: Ipsos | The Future of Trust in Media MEDIA USAGE FOR NEWS 2 2 Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 3 3 FREQUENCY OF MEDIA USAGE FOR NEWS GLOBAL SUMMARY Q1. How often do you get your news from e

3、ach of the following sources? 74% 72% 62% 61% 41% 24% 17% Television Social media News sites online on a computer News apps on a mobile phone or tablet Radio Print newspapers or magazines Any print or digital news source I pay a subscription for % Three days a week or more often Ipsos | The Future o

4、f Trust in Media Q1. How often do you get your news from each of the following sources? Base: 18,998 online adults aged 16-74 across 27 countries 4 4 FREQUENCY OF MEDIA USAGE FOR NEWS - TELEVISION Total Argentina Australia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India

5、Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 60% 56% 55% 63% 61% 43% 61% 40% 62% 57% 57% 59% 78% 74% 76% 66% 44% 58% 65% 60% 53% 53% 67% 60% 67% 51% 73% 46% 3 to 5 days a week 14% 18% 15% 15% 12% 15% 13% 3

6、0% 15% 17% 15% 13% 10% 12% 10% 12% 19% 15% 12% 13% 12% 13%9%14% 17% 11% 15% 18% 1 or 2 days a week 10%8%12% 10%9%11% 10% 19%9%8%12%8%5%6%6%5%10% 10% 10% 13% 10% 12%7%12%7%12%5%14% 2 or 3 days per month 4%3%4%4%3%5%2%5%3%3%3%3%2%2%1%2%5%5%1%5%5%7%2%5%2%6%1%5% Less often 7%9%8%4%9%11%8%5%6%7%8%12%3%3%

7、4%11% 13%6%9%7%11%9%7%3%5%14%2%8% Never 6%7%6%5%5%14%6%2%5%8%5%5%2%2%4%4%8%6%3%3%9%6%8%5%2%7%5%9% Ipsos | The Future of Trust in Media Q1. How often do you get your news from each of the following sources? Base: 18,998 online adults aged 16-74 across 27 countries 5 5 FREQUENCY OF MEDIA USAGE FOR NEW

8、S - RADIO Total Argentina Australia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 25% 23% 29% 43% 20% 24% 18% 15% 30% 41% 30% 33%

9、 23% 30% 10% 34% 22% 33% 22% 36% 19% 16% 43% 13% 28% 24% 10% 17% 3 to 5 days a week 15% 13% 18% 15% 10% 17% 11% 17% 17% 18% 15% 15% 13% 20% 10% 17% 12% 23% 17% 19% 12% 11% 13% 15% 15% 16% 17% 15% 1 or 2 days a week 14%8%18% 15% 14% 18% 14% 21% 13%9%14% 17% 12% 17% 10% 12% 14% 13% 15% 16% 14% 11% 12%

10、 14% 13% 13% 14% 19% 2 or 3 days per month 6%5%5%3%5%8%6%11%6%6%6%4%6%7%5%4%6%7%5%4%7%6%5%11%6%8%10%8% Less often 20% 23% 15% 13% 29% 18% 26% 22% 15% 13% 17% 15% 24% 14% 25% 27% 23% 13% 25% 15% 20% 26% 16% 10% 20% 24% 23% 20% Never 19% 27% 15% 11% 22% 15% 24% 14% 19% 13% 18% 15% 22% 12% 40%7%23% 12%

11、 17% 10% 28% 30% 11% 35% 19% 14% 26% 21% Ipsos | The Future of Trust in Media Q1. How often do you get your news from each of the following sources? Base: 18,998 online adults aged 16-74 across 27 countries 6 6 FREQUENCY OF MEDIA USAGE FOR NEWS - PRINT NEWSPAPERS OR MAGAZINES Total Argentina Austral

12、ia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 14%7%9%15% 11%6%11% 11%8%15%9%10% 56% 18% 34% 26%6%13% 15%9%3%20%8%10% 10% 12% 1

13、7% 11% 3 to 5 days a week 9%4%7%8%9%5%6%17% 10% 11%6%8%13% 15%5%12%9%7%13%9%6%11% 10% 10% 12% 12% 12%8% 1 or 2 days a week 14% 10% 15% 16% 11% 15% 13% 23% 14% 14% 10% 13% 11% 19%6%11% 14% 17% 15% 19% 16%7%17% 11% 17% 14% 15% 13% 2 or 3 days per month 8%6%7%5%6%9%8%13% 10%9%9%11%3%9%4%5%12%8%7%12% 13

14、%5%9%13% 10% 10%9%8% Less often 28% 27% 32% 30% 34% 32% 30% 25% 28% 27% 29% 34% 10% 23% 23% 34% 34% 24% 34% 29% 29% 20% 31% 14% 28% 37% 26% 26% Never 26% 45% 30% 26% 29% 33% 32% 12% 28% 25% 36% 25%7%16% 28% 12% 25% 31% 18% 21% 33% 37% 25% 43% 23% 15% 22% 34% Ipsos | The Future of Trust in Media Q1.

15、How often do you get your news from each of the following sources? Base: 18,998 online adults aged 16-74 across 27 countries 7 7 FREQUENCY OF MEDIA USAGE FOR NEWS - NEWS SITES ONLINE ON A COMPUTER Total Argentina Australia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India

16、Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 45% 37% 32% 46% 52% 36% 37% 37% 30% 33% 40% 64% 57% 57% 50% 54% 28% 39% 40% 57% 53% 48% 52% 55% 38% 41% 60% 29% 3 to 5 days a week 18% 18% 16% 16% 16% 17% 20% 3

17、0% 16% 20% 16% 12% 15% 18% 16% 18% 20% 18% 18% 21% 15% 13% 17% 19% 20% 17% 14% 21% 1 or 2 days a week 12% 11% 15% 14% 11% 13% 11% 19% 14% 12% 14% 13%9%11% 11%7%10% 13% 15%9%11%9%13% 13% 15% 12% 10% 15% 2 or 3 days per month 5%5%5%5%4%8%5%6%6%6%5%2%4%4%3%2%7%9%5%2%3%4%3%5%7%5%3%8% Less often 11% 17%

18、15% 10% 10% 13% 15%6%17% 16% 13%7%8%6%11% 13% 19%9%11% 10%8%11% 10%3%14% 17%6%12% Never 9%12% 17%9%7%13% 11%1%16% 13% 13%2%8%6%10%7%14% 12% 11%1%9%15%5%4%7%8%8%16% Ipsos | The Future of Trust in Media Q1. How often do you get your news from each of the following sources? Base: 18,998 online adults a

19、ged 16-74 across 27 countries 8 8 FREQUENCY OF MEDIA USAGE FOR NEWS - NEWS APPS ON A MOBILE PHONE OR TABLET Total Argentina Australia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa Sout

20、h Korea Spain Sweden Turkey United States Everyday 47% 44% 28% 36% 50% 32% 45% 58% 31% 31% 38% 43% 64% 47% 48% 72% 45% 52% 52% 38% 48% 61% 58% 49% 45% 47% 74% 26% 3 to 5 days a week 14% 16% 12% 15% 17% 10% 12% 23% 12% 15% 11% 11% 12% 14% 11% 11% 16% 12% 14% 19% 12% 12% 11% 16% 15% 14% 11% 14% 1 or 2

21、 days a week 9%8%11%8%10%9%10% 10% 11% 10%8%6%10%9%10%5%10%9%7%14%8%5%8%11% 11%9%5%11% 2 or 3 days per month 4%4%4%3%3%6%4%5%4%3%3%3%2%3%4%1%6%3%2%3%2%8%3%6%5%4%2%6% Less often 11% 15% 16% 14% 11% 16% 14%2%15% 17% 12% 15%6%9%9%7%12%7%13%9%10%7%11%5%10% 11%3%12% Never 16% 14% 29% 24% 10% 28% 14%2%27%

22、 24% 28% 21%6%17% 18%3%11% 16% 12% 16% 20%8%8%14% 14% 15%5%30% Ipsos | The Future of Trust in Media Q1. How often do you get your news from each of the following sources? Base: 18,998 online adults aged 16-74 across 27 countries 9 9 FREQUENCY OF MEDIA USAGE FOR NEWS SOCIAL MEDIA Total Argentina Aust

23、ralia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India Italy Japan Malaysia Mexico Netherlands Peru Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 59% 66% 41% 55% 68% 48% 69% 55% 48% 34% 40% 64% 77% 58% 41% 82% 65% 60% 76% 6

24、1% 63% 72% 76% 37% 55% 51% 81% 34% 3 to 5 days a week 13% 12% 15% 13% 12% 12% 13% 20% 12% 12% 13% 12% 13% 17% 16%9%15% 11% 12% 14% 14% 11% 10% 20% 15% 15% 10% 17% 1 or 2 days a week 9%7%13%7%7%11%6%16% 10% 11% 10% 10%3%8%15%4%7%8%7%12% 10%8%5%15%9%7%4%12% 2 or 3 days per month 3%2%4%2%2%4%1%4%4%3%3%

25、3%3%2%3%1%4%2%1%2%3%2%1%8%4%3%1%3% Less often 7%7%9%10%7%10%7%3%8%18% 14%6%2%6%11%3%6%8%3%8%5%4%5%6%9%11%3%10% Never 9%6%17% 14%2%15%3%1%18% 22% 21%4%2%8%14%1%3%12%2%3%4%3%3%13%8%12%2%23% Ipsos | The Future of Trust in Media Q1. How often do you get your news from each of the following sources? Base

26、: 18,998 online adults aged 16-74 across 27 countries 1010 FREQUENCY OF MEDIA USAGE FOR NEWS ANY PRINT OR DIGITAL NEWS SOURCE I PAY A SUBSCRIPTION FOR Total Argentina Australia Belgium Brazil Canada Chile China France Germany Great Britain Hungary India Italy Japan Malaysia Mexico Netherlands Peru P

27、oland Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey United States Everyday 10% 13%8%11% 19%5%8%6%7%6%6%5%25% 12%7%29%8%11% 11%7%2%16%8%3%7%19% 16%7% 3 to 5 days a week 7%3%5%5%7%3%5%17%5%7%3%7%12%8%2%13%6%4%6%8%4%10%5%5%7%11%8%6% 1 or 2 days a week 7%4%4%7%5%3%6%17%7%5%3%6%9%9%2%1

28、0%7%4%6%9%5%5%8%7%7%9%6%6% 2 or 3 days per month 4%3%2%2%3%3%2%11%3%3%2%2%5%5%2%3%5%4%2%6%4%4%5%5%2%6%4%3% Less often 15% 15% 11% 12% 16% 11% 16% 23% 12% 13% 10% 18% 17% 14%8%22% 21%9%19% 28% 11% 15% 20% 10% 11% 22% 11% 12% Never 57% 61% 70% 63% 49% 76% 62% 27% 66% 67% 77% 63% 33% 52% 78% 23% 51% 68

29、% 56% 41% 74% 50% 55% 70% 66% 32% 54% 67% Ipsos | The Future of Trust in Media ATTITUDES AND EXPERIENCES WITH MEDIA 1111 Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1212 ATTITUDES AND EXPERIENCES WITH MEDIA - GLOBAL SUMMARY 67% 66% 64% 58% 46% 42% 3

30、5% 30% 29% 27% 24% I only read news I can access for free I try to avoid online ads whenever I can I have easy access to news from sources I trust I am confident that I can tell real news from fake news (entirely made up stories or facts) I believe other countries target people in my country with di

31、sinformation/fake news I usually trust news shared with me by people I know personally I use software or apps that blocks online advertising I am confident that the average person in COUNTRY can tell real news from fake news I am able to pay for news from sources I trust I am willing to pay for news

32、 from sources I trust I usually trust news shared with me by people I only know through the internet (e.g., influencers, bloggers, leaders, celebrities on social media) % Agree (strongly or somewhat) with each statement Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 acros

33、s 27 countries 1313 I AM CONFIDENT THAT THE AVERAGE PERSON IN COUNTRY CAN TELL REAL NEWS FROM FAKE NEWS 30% 67% 53% 47% 41% 39% 38% 33% 32% 32% 31% 29% 28% 28% 27% 27% 27% 26% 26% 23% 23% 21% 21% 20% 20% 19% 19% 15% 28% 23% 28% 24% 18% 32% 17% 25% 24% 27% 28% 27% 29% 23% 36% 38% 29% 22% 29% 26% 39%

34、27% 36% 34% 30% 28% 25% 45% 42% 10% 19% 28% 41% 29% 45% 43% 44% 41% 42% 44% 43% 49% 36% 36% 45% 52% 44% 51% 39% 53% 44% 46% 50% 54% 56% 39% All Countries Saudi Arabia China India Turkey Malaysia Peru Poland Argentina Mexico Russia Sweden Australia Chile France Germany Italy Brazil Canada South Afric

35、a South Korea Great Britain Netherlands Belgium Hungary Spain the US Japan AgreeNeither agree nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1414 I AM CONFIDENT THAT I CAN TELL REAL NEWS FROM FAKE NEWS (ENTIRELY MADE UP STORIES OR

36、FACTS) 58% 76% 72% 71% 67% 66% 65% 64% 63% 63% 63% 63% 63% 62% 62% 60% 60% 59% 58% 57% 54% 54% 52% 49% 46% 45% 36% 24% 28% 13% 17% 20% 24% 22% 25% 25% 27% 23% 27% 27% 20% 28% 28% 25% 28% 27% 25% 29% 35% 32% 35% 29% 35% 40% 39% 51% 14% 11% 12% 9% 10% 13% 11% 11% 9% 14% 10% 10% 17% 10% 9% 15% 12% 14%

37、18% 14% 11% 14% 13% 22% 19% 15% 25% 25% All Countries Peru Turkey Saudi Arabia Argentina Mexico Australia Great Britain Canada Chile Hungary Poland South Africa China Malaysia India the US Sweden Brazil Italy Belgium Netherlands France Russia Spain Germany South Korea Japan AgreeNeither agree nor di

38、sagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1515 I HAVE EASY ACCESS TO NEWS FROM SOURCES I TRUST 64% 78% 76% 76% 74% 72% 71% 71% 71% 71% 69% 67% 66% 65% 65% 65% 64% 64% 63% 63% 62% 61% 60% 56% 55% 54% 51% 25% 25% 11% 16% 15% 20% 22% 2

39、3% 17% 22% 15% 24% 26% 26% 25% 23% 24% 22% 22% 24% 29% 21% 29% 30% 31% 31% 37% 36% 53% 11% 11% 8% 9% 6% 6% 6% 12% 7% 14% 8% 7% 7% 11% 12% 11% 14% 14% 14% 9% 17% 10% 10% 13% 14% 9% 13% 23% All Countries Turkey Saudi Arabia South Africa Canada Australia Great Britain India Netherlands Peru the US Mala

40、ysia Poland China Hungary Sweden Argentina Mexico Brazil Russia Chile Belgium France Italy Spain Germany South Korea Japan AgreeNeither agree nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1616 I AM ABLE TO PAY FOR NEWS FROM SOURCE

41、S I TRUST 29% 57% 48% 43% 40% 38% 37% 35% 32% 31% 31% 30% 29% 28% 28% 27% 27% 25% 25% 25% 25% 25% 23% 23% 18% 18% 15% 13% 29% 25% 26% 27% 27% 24% 29% 29% 28% 33% 34% 41% 30% 25% 36% 25% 36% 23% 33% 28% 28% 33% 26% 38% 29% 23% 24% 34% 41% 19% 26% 30% 33% 38% 34% 36% 40% 35% 34% 29% 41% 47% 36% 48% 38

42、% 52% 42% 46% 47% 42% 51% 40% 54% 59% 60% 53% All Countries India China Netherlands Turkey South Africa Sweden Saudi Arabia Peru Australia the US Malaysia Belgium Argentina Canada Brazil Great Britain Hungary Italy Mexico Poland South Korea Chile Germany France Spain Russia Japan AgreeNeither agree

43、nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1717 I AM WILLING TO PAY FOR NEWS FROM SOURCES I TRUST 27% 56% 42% 41% 40% 34% 33% 32% 32% 29% 28% 26% 26% 25% 25% 25% 25% 23% 22% 22% 22% 21% 21% 19% 16% 15% 15% 15% 27% 25% 16% 32% 2

44、1% 30% 23% 24% 32% 28% 39% 21% 26% 22% 26% 27% 29% 23% 26% 25% 29% 31% 36% 23% 22% 28% 38% 23% 46% 19% 42% 26% 39% 37% 43% 45% 36% 43% 33% 53% 48% 53% 50% 48% 46% 54% 52% 52% 50% 47% 43% 58% 61% 57% 48% 62% All Countries India Turkey China South Africa Sweden Peru Netherlands Saudi Arabia Poland Mal

45、aysia Argentina Mexico Australia Belgium Brazil the US Hungary Canada Chile Germany Italy South Korea Great Britain Spain France Japan Russia AgreeNeither agree nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1818 I ONLY READ NEWS I

46、 CAN ACCESS FOR FREE 67% 79% 79% 75% 74% 72% 72% 71% 71% 69% 69% 69% 68% 68% 68% 68% 67% 67% 67% 66% 66% 64% 60% 59% 59% 58% 56% 52% 19% 14% 14% 14% 15% 19% 11% 16% 19% 14% 22% 19% 16% 22% 17% 18% 18% 21% 21% 20% 13% 23% 23% 27% 21% 20% 34% 31% 13% 7% 7% 11% 11% 9% 16% 12% 10% 17% 10% 11% 16% 9% 15%

47、 14% 15% 12% 11% 14% 21% 14% 18% 14% 21% 22% 10% 17% All Countries Hungary Russia Australia Great Britain Canada Turkey Argentina Saudi Arabia Netherlands South Korea Spain Chile Italy Peru Poland Brazil France Japan Belgium Sweden the US Mexico Germany India South Africa Malaysia China AgreeNeither

48、 agree nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,998 online adults aged 16-74 across 27 countries 1919 I USE SOFTWARE OR APPS THAT BLOCKS ONLINE ADVERTISING 35% 50% 48% 44% 43% 42% 42% 41% 41% 39% 36% 36% 36% 35% 35% 35% 33% 33% 32% 32% 31% 31% 31% 31% 28% 27% 25% 21% 27% 30

49、% 30% 19% 24% 25% 26% 21% 21% 21% 21% 29% 29% 26% 27% 31% 22% 30% 29% 28% 28% 31% 47% 28% 31% 27% 29% 30% 37% 20% 22% 37% 33% 33% 32% 38% 38% 40% 42% 35% 35% 39% 38% 34% 45% 37% 39% 40% 41% 38% 22% 41% 41% 45% 46% 49% All Countries China Saudi Arabia Sweden Russia France India Netherlands Turkey Poland Belgium Hungary Spain Argentina Canada Germany Chile Great Britain Australia South Africa Brazil Italy Malaysia Peru Mexico the US South Korea Japan AgreeNeither agree nor disagreeDisagree Ipsos | The Future of Trust in Media Base: 18,