Earlier this year NewsMediaWorks, the Australian industry association, released the 3rd study into ADTRUST, revealing insights into consumer trust in media and the ads placed there. Similar to Canadian research, their results found that the highest level of trust was in printed newspapers followed closely by news websites. Social media, on the other hand, are the least trusted on all metrics.
News media credibility is driven by reputation and accountability, according to the AdTrust research. Social media is less trustworthy due to spam, user-generated content and difficulty verifying the validity of the information. The study also found that trust drives purchase intent, with almost one in two respondents agreeing that the more they trust an ad, the more likely they are to buy a product or service.
More information from NewsMediaWorks on the ADTRUST research can be found by clicking here.