Trust in Media Holds Steady in China - eMarketer

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Trust in Media Holds Steady in China

Users also trust social media

March 2, 2016

Internet users in South Korea have shifted their trust in the media toward digital—and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

Sources that Internet Users in China Trust for News and Information, 2012-2016 (% of respondents)

According to Edelman, more than three-quarters of internet users in China trust traditional media for news and information as of this year, up from 70% in 2015 but generally in line with trust levels from earlier years.

Digital media did not necessarily fare poorly in comparison: Search engines had about the same trust levels as traditional media over the past several years. Online-only media was slightly behind, followed by social.

But social was also the top choice when it came to where internet users actually went to get the news on a regular basis. Seventy-two percent said they used social media for news and information at least several times per week. That compared to 70% who said the same of TV, and 68% who used search that often.

Newspapers and magazines trailed, with 50% and 42% of respondents, respectively, and blogs made up the rear at 41%.

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