Trust in most media during the Coronavirus pandemic is brittle

Original article by Roy Morgan
Market Research Update – Page: Online : 16-Apr-20

Australians need to be able to rely on media for the latest advice and information during the COVID-19 pandemic, yet trust in media outlets remains disappointingly low, as a special media industry distrust risk survey by Roy Morgan has found. Research firm Roy Morgan measures consumer distrust, and the risk it poses to companies, across 25 industries. As a whole, media is the third most distrusted of the 25 industries and it has had the largest increase in distrust of any industry over the past 8 months. The key media brands which buck the trend, those which are highly trusted by Australians, are the ABC, SBS and Netflix, while the most trusted key tech brands, a significant conduit for media content, include Apple and Microsoft. Roy Morgan CEO Michele Levine says amid the first global pandemic in a century, consumer trust is critical for all businesses, but particularly so for media, which is delivering vital information in a rapidly changing environment. Roy Morgan’s ongoing risk monitor shows that levels of trust and distrust for individual companies can change quickly. This variability means regular tracking of the pulse of the community is vital.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN BROADCASTING CORPORATION, SPECIAL BROADCASTING SERVICE (SBS), NETFLIX INCORPORATED, APPLE INCORPORATED, MICROSOFT CORPORATION

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