Original article by Roy Morgan
Market Research Update – Page: Online : 27-Jun-18
The MEDIA Net Trust Score Survey, which was conducted by Roy Morgan in May, reveals that 47 per cent of Australians distrust social media. Facebook by far is the most distrusted media brand. Young Australians distrust social media the most, with 68 per cent of 18 to 24-year-olds and 53 per cent of 25 to 34-year-olds distrusting social media. Meanwhile, men (49 per cent) distrust social media marginally more than women (45 per cent). According to survey respondents, their top five drivers of distrust in Social Media are: Fake News/manipulation of the truth; False statistics/audience measurement; Personal information stolen & distributed; Anyone can make claims without any evidence; News is sensationalised/becomes entertainment. Roy Morgan CEO Michele Levine says Social Media’s TRUST score is 5 per cent and its DISTRUST score is 47 per cent, so when one is subtracted from the other we reveal a Social Media NTS of minus 42 per cent, making it more toxic even than the banking industry.
ROY MORGAN LIMITED, FACEBOOK INCORPORATED