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Media reliability in Finland 2011

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According to the survey when Finns need information to back up their consumer decisions they trust the most in the news published in a financial magazine, on television or radio, or in the …

According to the survey when Finns need information to back up their consumer decisions they trust the most in the news published in a financial magazine, on television or radio, or in the newspaper.

The Finns trust also in the news on the traditional media’s online service or a friend’s or a colleague's recommendation.

Facebook, internet discussion forums and blogs are the most unreliable information sources.


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  • 1. Media reliability in Finland 2011 Pohjoisranta OyDecember 14, 2011 POHJOISRANTA©2011
  • 2. Background and data • The purpose of this research was to study the Finn’s opinions about the reliability of different media as a source of information. • The data was gathered in October 2011. • The panel was organized by Cint (SnabbaSvar-Omnibus survey). • Data is a representative sample of men and women of 18-70 years of age. • Altogether 1.370 respondents. 1December 14, 2011 POHJOISRANTA©2011
  • 3. Reliability of the different media sources 2December 14, 2011 POHJOISRANTA©2011
  • 4. The Finns trust the news in a financial magazine, on television and radio When you are buying a product or services of a certain company, how reliable do you think the following information sources are? (%) News in a financial magazine 13 61 23 3 News on TV 17 54 26 2 News on radio 14 56 28 2 News in a newspaper 11 58 29 3 News on a traditional media’s online service 9 51 36 5 Recommendation from a friend or a colleague 12 46 36 6 Direct contact with a product or service provider 9 37 41 12 Companys webpages 9 37 41 14 Product and consumer surveys 7 37 43 13 News in a magazine 4 31 53 12 Ad in a financial magazine 4 27 48 21 Ad in a newspaper 4 27 48 22 TV ad 5 23 47 25 Ad on a traditional media’s online service 3 24 48 25 Radio ad 3 23 49 25 Ad in a magazine 2 15 52 31 Absolutely reliable Quite reliable Facebook, Google+, MySpace, Twitter 2 12 46 40 Moderately reliable Internet discussion forum 2 10 35 52 Blogs 1 10 42 47 Not reliable 3December 14, 2011 POHJOISRANTA©2011
  • 5. The Finns trust more in news than in ads When you are buying a product or services of a certain company, how reliable do you think the following information sources are? (%) News in a financial magazine 13 61 Ad in a financial magazine 4 27 News on TV 17 54 TV ad 5 23 News on dadio 14 56 Radio ad 3 23 News in a newspaper 11 58 Ad in a newspaper 4 27 News on a traditional media’s online service 9 51 Ad on a traditional media’s online service 3 24 News in a magazine 4 31 Absolutely reliable Ad in a magazine 2 15 Quite reliable 4December 14, 2011 POHJOISRANTA©2011
  • 6. Finnish people trust in friend’s or colleague’s recommendation When you are buying a product or a service of a certain company, how reliable do you think the following information sources are? (%, other than print media, television and radio) Recommendation from a friend or a colleague 12 46 36 6 News on a traditional media’s online service 9 51 36 5 Direct contact with a product or service provider 9 37 41 12 Companys webpage 9 37 41 14 Product and consumer surveys 7 37 43 13 Facebook, Google+, MySpace, Twitter 2 12 46 40 Absolutely reliable Quite reliable Internet discussion forum 2 10 35 52 Moderately reliable Blogs 1 10 42 47 Not reliable 5December 14, 2011 POHJOISRANTA©2011
  • 7. Conclusions 6December 14, 2011 POHJOISRANTA©2011
  • 8. Conclusion • When Finns need information to back up their consumer decisions they trust the most in the news published in a financial magazine, on television or radio, or in the newspaper. • The Finns trust also in the news on the traditional media’s online service or a friend’s or a colleagues recommendation. • Facebook, internet discussion forums and blogs are the most unreliable information sources according to the survey. 7December 14, 2011 POHJOISRANTA©2011
  • 9. Contact details Pohjoisranta Oy Kalevankatu 20 00100 Helsinki p. 010 424 5900 f. 010 424 5910 info@pohjoisranta.fi www.pohjoisranta.fi www.facebook.com/pohjoisranta 8December 14, 2011 POHJOISRANTA©2011 I Confidential

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