Recent research from Kaiser & Partners’ annual survey on media sentiment finds that “established news media remain the most credible source of information by over half of Canadians (53%) for the third consecutive year.”
- 72% of adults aged 55 and older believe that traditional news media is the most trusted source of information.
- Credibility of the publishing outlet is the top factor in determining trustworthy news for Canadians. Almost two-thirds (63%) cited the credibility of the outlet where the story is from, followed by credibility of the reporter (35%).
- Podcasts are becoming increasingly popular news sources for younger Canadians. Almost one in five (17%) adults 18-34 shifted to podcasts to source information in the last year.