18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf

MEDIA LITERACY INDEX OF UKRAINIANS:
2020–2023
Fourth Wave
ANALYTICAL REPORT BASED ON THE RESULTS OF A COMPREHENSIVE STUDY
The report is based on the findings of a quantitative research, conducted by the New Image Marketing
Group research agency, compiled by Marta Naumova, a researcher at the Institute of Sociology of the
National Academy of Sciences of Ukraine
© DETECTOR MEDIA NGO
April 2024

TABLE OF CONTENTS
2
1. RESEARCH METHODOLOGY
2. MEDIA LITERACY INDEX OF UKRAINIANS
2.1. Conceptual model of the Ukrainian Media Literacy Index
2.2. Indicators of the Ukrainian Media Literacy Index — 2023 and subindices
3. DETAILED RESULTS OF THE SOCIOLOGICAL STUDY
3.1. The role of media in society and their impact on the audience
3.2. Perception of the media industry
• Perceptions of the Ukrainian media landscape
• Attitude to public broadcasting
3.3. Media consumption: sources and frequency of receiving information on social and political topics
3.4. Usage of the Internet and digital competence
3.5. Media literacy: trust in media and sensitivity to distorted context
3.6. Socio-demographic profile of respondents
4. KEY FINDINGS OF THE STUDY

3
1. METHODOLOGY AND
MAIN FINDINGS OF THE STUDY

RESEARCH METHODOLOGY
4
Purpose of the study: to validate the media literacy index concept and calculate it for different categories of the
Ukrainian audience.
Methodology: quantitative research using face-to-face interviews with a standardized questionnaire on a tablet (CAPI).
Geography: a national study.
Sample size: 1,200 respondents.
Target audience: adult population of Ukraine (18+).
Sample type: representative in terms of age, gender, settlement size, and region*.
Sample design:
Field stage: January 15, 2024 – January 29, 2024, carried out by New Image Marketing Group company.
*The survey was not conducted on the temporarily occupied territories of Donetsk, Luhansk, Zaporizhzhia, Kherson regions and in
the Autonomous Republic of Crimea.
REGION
NUMBER OF RESPONDENTS TOTAL
Men Women
18–25 26–35 36–45 46–55 56–65 18–25 26–35 36–45 46–55 56–65
West 22 34 31 27 25 16 34 34 28 35 286
North 11 18 17 14 16 11 20 17 17 20 161
Kyiv 6 10 14 9 9 4 10 10 12 12 96
Center 13 35 28 28 24 20 33 33 32 34 280
South 14 27 22 19 17 13 24 21 20 21 198
East 12 23 20 18 14 10 21 21 21 19 179
TOTAL 78 147 132 115 105 74 142 136 130 141 1200

5
2. MEDIA LITERACY INDEX OF UKRAINIANS
conceptual model and index indicators — 2023

6
MEDIA LITERACY INDEX
CONCEPTUAL MODEL OF THE MEDIA LITERACY INDEX
■ The model of the media literacy index was based on the concept of Len Masterman and the results of the qualitative stage of the
Practices of Media Consumption of Ukrainians: Conceptual Development of the Index of Media Literacy of the Audience,
commissioned by Detector Media NGO (January 2020).
■ The revised media competence model includes four categories and 42 indicators*:
CATEGORIES SUBCATEGORIES EMPIRICAL INDICATORS (SURVEY QUESTIONS)
I. UNDERSTANDING
(13 indicators)
• Understanding the role of media in society 1. “What, in your opinion, are the main tasks of the media in society?"
• Understanding the depth of media influence on
awareness at the level of frames of perception of
value and behavioral patterns
2. "How does the media affect you personally? Choose only the
statements you agree with"
• Understanding the work of the media industry
and perception of the Ukrainian media
landscape
3. "In your opinion, how do the media select the events they report on in
the news? Please select three main criteria for selecting news by media
outlets“
4. “In whose interests does the majority of Ukrainian media work?"
5. "Most media outlets in Ukraine are owned by...“
6. "How important is it for you to know who owns the media? "*
7. "Do you know who owns this TV channel...? "*.
• Awareness of media regulation and attitude
towards public broadcasting
8. "How is media activity regulated in Ukraine? "*
9. "Do state authorities in Ukraine control what journalists write and say?
Do we have censorship or not? "*
10. "Do you know who owns this TV channel...?"*
11. "Are there any public service media in Ukraine?“
12. "Which national television channels in Ukraine are public broadcasters?
"*
13. "Which national radio stations in Ukraine are public broadcasters?"*
* The indicator is absent in the last two waves (2022 and 2023).

II. USE
(4 indicators)
• Number of sources of information on
socio-political news per week
14. "What sources did you get your news from last week?"
• Length of time spent reading news per
day
15. "Please tell me, how much time per day did you spend on average reading the news in
various media?"
• Motives for using the Internet
16. "What do you usually use the Internet for? Choose only what you have done in the last
month."
• Devices used to access the Internet 17. "What device do you use most often to access the Internet?"
III. DIGITAL
COMPETENCE
(16 indicators)
• Internet as a source of news on social
and political topics
18. "Where do you get information about the social and political life of the country?"
19. "How often do you use the Internet in general?"
20. "I have accounts in more than three social networks".
• Understanding of the functioning and
terminology of new media
21. "An Internet troll is a program that imitates human activity on the Internet."
22. "A bot is a person who behaves destructively in online communication: insults,
humiliates, provokes quarrels.“
23. "Cookies are viruses that can damage your computer.“
24. "I believe that a social media feed algorithm tailored to the interests of a particular
consumer is a manipulation."
• Digital security practices
25. "I consider the issue of personal data protection on the Internet to be very relevant
today.“
26. "I usually look at the 'About' section when I first visit this resource."
27. "I almost never change my passwords to websites and social networks.“
28. "As a rule, I don't check a person's social media account if I receive a friend request
from them.“
29. "I use two-factor (two-step) authentication wherever possible."
30. "I've never used a VPN (vee-pee-en), a program that hides your IP address and
encrypts all your activities on the Internet.“
31. "Sometimes I take funny tests on the Internet and social media, for example: ‘What
movie character am I?’ etc."
• Practices of producing own media
content
32. “I can shoot a video myself, edit it and post it on the Internet”.
33. "I treat my social media profile as a tool for building my professional and business
reputation.”
7

8
IV. SENSITIVITY TO
DISTORTED MEDIA
CONTENT
(9 indicators)
• Sensitivity to disinformation/fake
news
34. “Today, there is much talk about false news and disinformation spread by the
media. How relevant is this problem for you personally?”
35. "What are the signs you use to identify accurate news?"
36. "Please answer, do you additionally check the information received in the
media for accuracy or not?"
37. "How do you check information for accuracy?“
38. "Which of these sources of information do you consider accurate? Please select
all the options that you think are correct."
• Sensitivity to manipulative media
content
39. "It is said that the media can influence public opinion not only through
disinformation, but also through manipulation and distortion of information. How
relevant is this problem for you personally?“
40. "What are the signs that you identify a manipulative message/news?"
• Sensitivity to various manipulation
techniques
41. "It is said that the media can sometimes post paid-for content - hidden
advertising under the guise of regular stories. How relevant is this problem for you
personally?“
42. "What are the features you use to identify hidden advertising?"

9
MEDIA LITERACY SUBINDICES
7 12 5 5 4 3 11 12
22 18 15 9 15 11 12 10 15 13 6 3
48 43
24 27
56
46
51 50 29 31
21 36 29 34
21 20
33 32
13 21
38 40
57 53
30
37
33 38
38 44
42
40 42 43
35 37
43 45
50
62
7 5
15 15 10 13
6 1
11 7
22 15 14 12
30 33
8 10
31
14
Low Below average Above average High
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023).
%
9
■ The level of the overall media literacy index has changed significantly over the past year: the share of the
audience with an above-average level of the indicator has decreased from 81% to 76%.
■ The indicator of the subindex of understanding of the role of media in society has not changed significantly
compared to the previous year, 2022. The sensitivity of Ukrainians to distorted content has increased: the share of
the audience with a higher-than-average score increased from 65% to 70%.
■ The share of the audience with high and above-average digital competence decreased from 64% to 55%.(2022
vs. 2023).
SUBINDEX IV: SENSITIVITY TO
DISTORTED CONTENT
SUBINDEX I:
UNDERSTANDING
SUBINDEX II: USE SUBINDEX III:
DIGITAL COMPETENCE
2020 2021 2020 2022 2020 2022 2020 2022 2020 2022
Statistically significant difference
2022 2021 2021 2021 2021
2023 2023 2023 2023 2023

,91
1,25
1,48
1,70
1,93
2,16
2,39
2,61
2,84
3,07
3,30
3,52
3,75
3,98
4,20
4,43
4,66
4,89
5,11
5,34
5,57
5,80
6,02
6,25
6,48
6,70
6,93
7,16
7,39
7,61
7,84
8,07
8,52
0
10
20
30
40
50
60
70
80
90
100
MEDIA LITERACY INDEX ― 2023
Number of
respondents
MEDIA LITERACY INDEX VALUES
■ The standardized media literacy
index ranges from 0 to 10 points,
where 0 is the lowest level of media
literacy and 10 is the highest.
■ For ease of interpretation, the index
was recoded into a 4-point scale.
■ According to the findings, 3% of
Ukrainians have low media literacy,
21% have below average, 62% have
above average media literacy, and
14% have high media literacy..
Low level High level
Below average Above average
3
21
62
14
Sample size: all respondents, N= 1200.
%
10

11
PROFILE OF AUDIENCE SEGMENTS
BY MEDIA LITERACY LEVEL ― 2023
▪ The audience with low media literacy is dominated by older age groups — 38% are aged 56-65.
▪ Low educational status: 38% — general secondary education; 37% — specialized secondary education.
▪ 100% are rural residents.
▪ The lowest level of income — 47% have enough money only for food.
▪ 50% believe that the media do not influence them.
▪ There is only one source of news about social and political life (87%) — television.
▪ 66% do not use the Internet at all.
▪ 28% do not understand the importance of creating public service media, and 47% have no opinion on this
issue.
▪ For 41% of the segment, the problem of disinformation in the media is irrelevant (25% have never heard of it);
42% have never heard of manipulation in the media.
▪ 58% never check information for accuracy.
LOW
3%
BELOW
AVERAGE
21%
▪ The largest share of the segment is the audience aged 46+ (52%).
▪ One in two has a specialized secondary education (49%), and 27% have a general secondary education.
▪ Two-thirds (63%) have below-average income.
▪ 39% believe that the media do not influence them in any way.
▪ Two-thirds (64%) use one source to get the news; 18% use two sources.
▪ 41% use social networks to get social and political news, 12% use online information resources, 25% use
messengers, and only 43% use television.
▪ 19% do not use the Internet; 74% use it daily or almost daily.
▪ 55% believe that editorially independent public broadcasters are an important element of the media space.
▪ For every second segment representative (46%), the problem of disinformation in the media is irrelevant (22%
have never heard of it); 32% have never heard of manipulation in the media.
▪ 52% never check information from the media for accuracy.
11

Sample size: all respondents, N= 1200. 12
PROFILE OF AUDIENCE SEGMENTS
BY MEDIA LITERACY LEVEL ― 2023
▪ Younger and middle-aged consumers predominate — over half (61%) are aged 18 to 45.
▪ Their educational status is higher than that of the audience with low and below-average levels of media literacy: 50%
have higher education.
▪ Average level of income.
▪ Every third respondent believes that the media sets the agenda by drawing attention to the events they will discuss
during the day (30%), and almost a quarter (23%) believe that media content influences their interests and values.
▪ One in four (23%) uses more than three sources of information; 32% are focused on two news sources.
▪ 97% use the Internet almost every day.
▪ 63% use social networks to receive socio-political news, 24% use online information resources, and 49% use messengers.
▪ 79% believe that editorially independent public broadcasters are an important element of the media space.
▪ 56% check information for accuracy.
▪ The audience with a high media literacy level is dominated by consumers under 45 (69%). Young people (18-24 years old)
make up 25%.
▪ The most educated audience: 61% have higher or incomplete higher education.
▪ Residents of regional centers prevail (58%).
▪ The highest income level compared to other segments: 45% have enough for everything but do not save; 17% live in
complete comfort.
▪ Understand the influence of media on the audience's consciousness. 34% believe that the media influence their values
and life interests; they shape the agenda (47%).
▪ The most diversified media consumption among all segments. 40% receive information about social and political life from
three or more sources. 100% use the Internet every day.
▪ 78% use social networks to receive social and political news, 35% use online information resources; 69% use messengers.
▪ The importance of public broadcasting is emphasized by 95% of the segment; 78% know there is a public broadcaster in
Ukraine.
▪ 95% check information for accuracy.
62%
14%
ABOVE
AVERAGE
HIGH

13
MEDIA LITERACY INDEX ― 2023
3
2
1
1
3
2
5
6
3
2
7
3
1
2
4
2
3
1
4
2
6
1
24
18
14
17
18
21
32
35
26
11
30
25
15
16
27
16
20
21
18
19
27
20
59
66
57
65
67
63
55
47
62
68
55
60
67
65
56
66
65
61
65
65
57
62
14
15
28
16
12
13
8
12
10
19
8
13
18
17
14
17
13
16
14
14
11
17
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary, secondary general
Secondary specialized
Complete / incomplete higher education
Low
Below average
Average
Above average
Village
Another city or urban-type settlement
Regional center
West
North+Kyiv
Center
South
East
MEDIA LITERACY LEVEL
Breakdown by socio-demographic characteristics*, %
■ The media literacy level depends on age,
education level, income, and place of
residence.
■ Quite predictably, the media literacy level is
high among young people aged 18-25 (due to
the digital competence subindex), and low
among the older age group of 56-65.
■ The lower the educational status, the lower the
media literacy level. Thus, among respondents
with a general secondary education, the share
of people with low and below average levels is
29%, and among those with
complete/incomplete higher education - only
13%.
■ Significant differences in media literacy are
observed between people with different
financial status. The higher the level of income,
the higher the index score. Of those with
enough money only for food (low income), 37%
have low and below-average scores. While
among those who have enough money for
everything and save money (above average
income), this share is only 18%.
* The difference is significant at the level of 0.05.
■ Residents of large cities have a higher index
score than rural residents.

14
SUBINDEX I: UNDERSTANDING
4
5
5
9
2
6
6
3
7
5
3
7
31
22
28
31
25
37
28
23
36
25
27
22
54
54
54
46
55
46
53
55
45
56
53
54
12
20
14
14
18
12
14
18
11
15
17
18
North
West
Center
South
East
Complete / incomplete higher
Low
Below average
Average
Above average
* The difference is significant at the level of 0,05.
■ The depth of understanding of the role of
the media in society and the impact of the
media on the audience is determined by the
level of education, income of the
respondents, and the region of residence.
■ The high and above-average level of
understanding of the role of the media in
society is quite predictable among people
with high educational status (73%), and
income (72%).
■ Residents of the western and eastern regions
of the country proved to be somewhat more
competent. The lowest level of
understanding of the role of the media in
society is among residents of the southern
regions.

15
SUBINDEX II: USE
15
9
18
11
11
7
5
3
7
11
10
13
21
5
51
48
52
54
45
36
25
27
22
50
51
51
52
41
32
42
30
34
43
45
56
53
53
39
38
34
26
53
1
1
1
1
1
11
15
17
18
1
0
2
1
1
Men
Women
Low
Below average
Above average
High
West
North
Center
South
East
Breakdown by socio-demographic characteristics *, %
■ Media use practices: the regularity, intensity,
and diversity of sources of information about
social and political life depend on gender,
education level, income, and region of
residence.
■ Interestingly, women in general, unlike men,
are characterized by a more diversified and
long-term consumption of media content.
■ The most diversified use of media is
characteristic of audiences with higher
education, high and above average
income, and residents of eastern regions.

16
SUBINDEX III: DIGITAL COMPETENCE
13
6
3
3
8
9
23
19
12
4
16
11
6
5
13
7
9
31
40
23
30
35
42
44
35
41
31
41
40
34
22
39
34
34
39
42
49
48
41
38
27
34
38
45
33
39
42
48
35
45
41
18
12
25
20
16
11
5
12
10
20
9
10
17
24
13
15
16
Men
Women
18–25
26–35
36–45
46–55
56–65
Secondary general
Low
Below average
Average
Above average
Village
Other city or urban-type settlement
Regional center
■ Ukrainians aged 18-25 have the
highest level of digital competence
in terms of intensity of Internet use,
understanding of the functioning
and terminology of new media,
digital security practices, ownership
of modern gadgets, and
competence in creating and
posting their own content (74%
have above-average and high
subindex scores).
■ Obviously, the higher the education
and income level of the
respondents' families, the higher
their digital competence. The share
of the audience with a high and
above-average digital
competence index is 65% and 72%,
respectively.

17
SUB-INDEX IV: SENSITIVITY TO
DISTORTED MEDIA CONTENT
18
11
6
17
13
6
7
8
8
12
18
6
27
23
14
24
21
17
20
20
18
18
24
21
35
39
36
41
36
37
34
36
36
41
31
40
20
28
43
19
31
41
39
36
39
29
27
34
Secondary general
Low
Below average
Average
Above average
North
West
Center
South
East
■ Ukrainians with a high level of education and
wealth are more sensitive to distorted media
content. Among the audience with a
secondary education, the share of those
with above-average and high sensitivity to
fake news is 45%, and among those with
higher education, it is 79%.
■ The lowest rate of sensitivity to fakes,
manipulations, and paid-for media is in the
country’s south.

18
3.1. The role of media in society
and its impact on the audience
3. DETAILED RESULTS
OF THE SOCIOLOGICAL STUDY

19
THE ROLE OF MEDIA IN SOCIETY
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: In your opinion, what are the main
tasks of the media in societies? Please select no more than three options.
■ There have been no significant shifts in the understanding of the role of media in society over the past year.
■ The majority of the audience believes that the main mission of the media is to inform citizens about socially significant events, ― 70%.
63
39
39
32
28
25
16
2
1
54
37
32
29
25
27
18
1
2
69
37
33
34
12
28
12
3
3
70
35
35
36
14
26
11
2
3
Inform about socially important
events
To educate, to teach. Provide useful
information on various topics
Broadcast certain values that are
important for society and the state
Be a platform for dialogue between
the state and society
Entertain the audience
Control the government
Be a platform for discussions
between ordinary people
Other
Hard to say
2020
2021
2022
2023
69
67
73
73
69
67
69
73
31
36
36
39
34
31
35
37
13
13
16
12
14
11
20
16
35
31
38
30
37
34
32
44
28
27
25
26
32
22
26
24
27
33
41
43
31
29
32
48
9
12
11
10
10
13
12
12
North
West
Center
South
East
Inform about socially significant events
Broadcast certain values that are important for society and the state
Entertain the audience
To educate, to teach. Provide useful information on various topics
Criticize and control the government
To be a platform for dialogue between the state and society
Be a platform for discussions between ordinary people
Breakdown by level of education and region* 2023, %
%

20
MEDIA INFLUENCE ON THE AUDIENCE
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How does the media affect you
personally? Please select only those statements with which you agree.
25
25
19
17
21
22
18
24
20
20
25
24
17
27
20
18
25
30
29
30
32
35
29
32
33
37
29
27
26
40
27
33
31
33
37
30
33
37
35
31
41
29
37
38
25
29
41
35
34
34
31
18
19
19
23
18
18
23
17
17
21
19
14
26
22
21
19
14
14
12
9
8
8
9
12
9
10
7
10
9
15
10
12
9
9
41
45
49
45
46
45
51
41
46
49
41
41
50
38
47
49
42
25
22
20
17
21
17
26
19
25
24
16
16
22
18
19
23
22
23
19
19
21
21
19
26
16
20
28
15
13
26
18
19
24
17
18–25
26–35
36–45
46–55
56–65
Village
Other city or urban-type settlement
Regional center
North
West
Center
South
East
Low
Below average
Average
Above average
Do not influence me in any way
The media draws attention to events that I will think about
On the assessment of the socio-political situation
On interests, life values
On the choice of goods and services
On the emotional state
On the attitude toward public figures
On political choices: the decision to support a particular politician or party
Breakdown by age, type of settlement, region, and level of income
* 2023, %
■ General shifts in the understanding of media influence among the
Ukrainian audience over the past two years can be explained by the
main topic of media content - emotionally difficult messages related to
the war. The proportion of those who state that the media influence their
emotional state has increased by 11% compared to 2021.
■ As traditional media stories have been almost completely replaced by
war-related content, consumers report a decrease in the media's
influence on their attitudes toward public figures and the choice of
goods and services.
36
33
31
27
24
24
19
2
25
30
35
25
28
26
23
19
3
25
30
43
35
22
24
18
12
2
22
34
46
31
21
19
20
10
3
21
On the assessment of the socio-
political situation
Emotional state (annoy, upset,
happy, etc.)
The media draws attention to
events that I will think about
On the attitude toward public
figures
On interests, life values
On political choices
On the choice of goods and
services
Hard to say
Do not influence me in any way
2020
2021
2022
2023
%

21
3.2. Perceptions of the media industry and perception of
the Ukrainian media landscape
3. DETAILED RESULTS
OF THE SOCIOLOGICAL STUDY

22
IN WHOSE INTERESTS THE MEDIA OPERATE
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: In whose interests does the majority of
Ukrainian media work?
18
27
37
31
35
24
15
10
13
10
13
13
26
27
22
23
24
28
16
13
13
14
15
11
12
8
5
9
6
8
2
3
2
3
1
2
0
1
1
1
11
12
8
11
6
14
Secondary general
Secondary
specialized
Complete /
incomplete higher
Regional center
Another city or UTC
Village
Owners and investors Society as a whole
The Ukrainian state Advertisers
Their viewers, readers International Western organizations
Russia Hard to say
Breakdown by type of settlement and level of education*, %
■ The share of Ukrainians who believe that the media works in the interests of the state and society has decreased over the past year
from 31% to 25% and from 15% to 12%.
■ The most significant share of the audience (30%) believes that the media works in the interests of their owners and investors.
0
67
8
8
5
3
3
1
5
0
60
8
6
11
4
3
0
7
26
31
15
11
7
3
0
7
30
25
12
13
7
2
1
10
Owners and investors
The Ukrainian state
Societies as a whole
Advertisers
Their viewers, readers
International Western organizations
Russia
Hard to say
2020
2021
2022
2023
%

23
EVENTS REPORTED IN THE NEWS
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). In your opinion, how do the media select
the events they report on in the news? Please select no more than three options.
46
39
33
32
29
29
21
21
20
17
13
3
33
32
27
30
23
23
20
18
14
11
5
26
26
46
38
13
13
12
10
20
16
5
27
27
47
38
11
13
13
11
22
13
5
The freshest, most relevant events are
selected
Events that media owners are interested in
covering
Events of the greatest social significance
Sensational events that will attract attention
and cause a stir
Events centered on famous people:
politicians, celebrities, etc.
Events that advertisers are interested in
covering
Events that can evoke strong emotions
Events that seem important or interesting to
journalists
Maintain a balance between events from
different areas: politics, economics, culture,…
Maintain a balance between negative and
positive events
Hard to say
2020
2021
2022
2023
%

12
27
30
32
45
28
13
13
2022
2023
Rather negative Both negative and positive Rather positive Have not heard of the telethon
24
ATTITUDE TO THE UNITED TELETHON
Sample size: all respondents, N= 1200 (2022), and N= 1200 (2023). Question: What do you think of the United News telethon that has been
broadcast on all TV channels since the beginning of the full-scale war with Russia?
28
25
16
29
25
28
33
25
32
24
29
23
32
31
22
28
36
30
32
34
33
31
30
28
31
35
40
29
33
33
31
25
30
27
27
29
28
35
29
27
20
25
25
26
31
12
14
24
13
14
10
9
10
11
17
16
13
14
11
15
Men
Women
18–25
26–35
36–45
46–55
56–65
North
West
Center
South
East
Secondary general
Complete/incomplete higher
Breakdown by gender, age, education level and region * 2023, %
54
41
74
68
The telethon broadcasts only one official point of view
on the events. This is unacceptable even in times of war.
The telethon is a justified format in times of war.
Because of the embellishment of reality and the lack of
different points of view in the telethon, I look for
information in other sources.
The telethon embellishes reality. It does not tell all the
facts that citizens need to know to make informed
decisions.
■ The share of those who believe the telethon format is fully justified
during the war has decreased from 58% to 41% over the year.
■ 74% state that due to the lack of different points of view on the
events in the telethon, they look for information from other sources.
%

49 30 17 5
Yes, I support It depends on who is criticizing and why No, I do not support Hard to say
25
SUPPORT FOR GOVT CRITICISM IN THE MEDIA
Sample size: all respondents, N= 1200 (2023). Question: Do you support or oppose criticism of the government in the media during the war?
55
43
40
44
48
50
59
43
51
51
55
50
45
53
50
45
50
27
33
38
33
30
28
22
35
30
23
20
26
36
22
29
35
27
15
18
15
18
18
16
15
15
15
20
20
19
14
18
15
17
18
4
7
8
5
4
7
4
6
3
6
6
6
4
7
6
3
5
Men
Women
18–25
26–35
36–45
46–55
56–65
Regional center
Another city or UTC
Village
Secondary general
Low
Below average
Average
Above average
Breakdown by gender, age, education level, income level and type
of settlement *, %
%
■ Every second Ukrainian (49%) supports criticizing the
government in the media. Men and older people
dominate this audience. This opinion is more often
supported by people with low educational status
and income.
■ 17% do not support public criticism of the
government.

Sample size: all respondents, N= 1200 (2023). Question: How have your media preferences changed over the past year? What programs have you started
watching/listening/reading less often or, on the contrary, more often? 26
CHANGE IN MEDIA PREFERENCES
9
7
5
4
3
2
1
1
0
0
0
44
27
40
50
49
27
15
2
1
1
0
26
39
39
33
33
46
44
8
6
9
10
10
18
10
6
8
15
27
7
6
19
15
8
6
4
4
5
7
11
79
85
69
73
3
3
2
2
2
3
2
3
2
3
2
Military experts
Social and political
Focused on Ukrainian history and culture
Ukrainian-made
Ukrainian popular music
Popular science, educational
Entertainment (movies/series, comedy
shows, etc.)
Russian opposition media
Official Russian media
Russian-made
Russian popular music
Started watching More often Nothing changed
Less often Completely stopped Hard to say
%
■ Among the changes in Ukrainians' media
preferences over the past year, we can
note a strong increase in interest in
Ukrainian-made products and those
focused on Ukrainian history and culture;
content on socio-political topics; and
materials by military experts.
■ At the same time, 69% to 79% have
completely stopped consuming Russian-
made media products (including music),
official and opposition socio-political
content.

27
DOES UKRAINE HAVE PUBLIC SERVICE MEDIA?
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Are there public broadcasters in Ukraine?
69
57
50
51
51
48
60
57
51
55
46
56
54
63
13
22
28
22
23
23
23
22
21
20
23
22
22
22
18
21
23
28
26
29
17
21
28
25
31
22
25
15
18–25
26–35
36–45
46–55
56–65
North
West
Center
South
East
Low
Below average
Average
Above average
Yes, there are There aren't
Breakdown by age, region and income level *, %
■ The share of the audience who are confident that there are public
broadcasters in Ukraine is 54%. It has decreased compared to the
previous year, 2022 (60%). One in five (22%) believes there are no
independent broadcasters in the country. The same share (23%)
could not answer the question unequivocally.
34
31
35
33
36
31
60
20
20
54
22
23
Yes, there are
There aren't
Hard to say
2020
2021
2022
2023
%

28
THE IMPORTANCE OF PUBLIC SERVICE MEDIA
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: In your opinion, is it important to create
public service media that are editorially independent from government officials and business or not?
32
19
19
17
5
8
39
11
22
13
8
7
56
10
13
12
4
5
52
9
12
15
4
8
It is important because they work in
the interests of the whole society, not
the owner
It is important because they have to
report on social issues, culture, science
It doesn't matter: I don't believe in
media independence
It is important because they are not
interested in manipulation
It doesn't matter: public media lose
out to commercial media in terms of
quality and professionalism
Hard to say
2020
2021
2022
2023
Breakdown by level of education, type of settlement, region, and
income level*, %
■ The absolute majority (76%) emphasize the importance of the
existence of public broadcasters, as they work in the interests of the
whole society, not the owner (52%); they cover topics that are not of
interest to commercial media, such as social problems, culture, and
science (9%); and public broadcasters are not interested in
manipulation (15%).
■ The share of those who are not interested in the development of public
broadcasting is 16%. According to 12% of respondents, the media
cannot be independent, and another 4% believe that public
broadcasters are inferior to commercial media in terms of quality and
professionalism.
53
50
54
54
53
50
47
61
56
44
50
46
53
55
52
9
14
12
12
13
10
8
12
16
13
12
13
14
11
12
7
9
9
6
11
10
9
6
9
13
9
8
10
8
11
13
13
17
12
15
17
21
14
10
12
19
13
14
16
16
6
4
3
4
3
5
5
2
3
5
5
5
3
4
5
11
10
5
12
5
7
9
6
6
14
5
15
7
6
5
Village
Other city or UTS
Regional center
North
West
Center
South
East
Low
Below average
Average
Above average
It is important because they work in the interests of the whole society, not the
owner
It doesn't matter: I don't believe in media independence
It's important because they have to report on things that commercial media
are not interested in - social issues, culture, science
It is important because they are not interested in manipulation or distortion
It doesn't matter: public media lose out to commercial media in terms of quality
and professionalism
Hard to say
56
%

29
3.3. Media consumption: sources and frequency of
receiving information on socio-political topics
3. KEY FINDINGS

50
37
31
24
19
11
8
7
6
54
36
25
25
22
9
6
10
9
61
41
25
25
32
49
14
9
6
8
10
1
62
31
33
28
31
55
16
9
4
8
9
1
Social networks (Facebook, YouTube, Instagram, Twitter,
etc.)
United News national telethon
Communication with friends, neighbors, and colleagues
Communication with family members
Online information resources (online publications, news
aggregators, etc.)
Messengers (Telegram, WhatsApp, Viber, etc.)
Broadcasts on TV channels that do not broadcast the
marathon (5, Espreso, Pryamyi, 24, etc.)
Regional TV channels
Print media (newspapers/magazines)
Public Broadcasting news on the Internet (suspilne.media
website)
Public broadcasting (Pershyi Kanal and Kultura; Ukrainian
Radio, Promin, Kultura radio stations; Suspilne Novyny via…
Radio stations (Hit FM, Lux FM, Shanson, KiSS FM, etc.)
Dom state-run TV channel or its stories on the Internet
2020
2021
2022
2023
SOURCES OF INFORMATION ABOUT
SOCIAL AND POLITICAL LIFE
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Where do you get information about the social
and political life of the country?
■ Compared to 2022, in 2023, the
number of consumers of socio-
political content in messengers
increased (49% vs. 55%).
■ The number of people who receive
information about socio-political
news in communication with
friends, neighbors, and colleagues
increased from 25% to 33%.
■ The audience of social media
remained virtually unchanged at
62%.
■ The audience of the United News
national telethon accounted for
31% (last year, it was 41%).
%
30

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022) N= 1200 (2023). Question: From which sources did you receive news over the past
week? How often did you turn to (name of media outlet) for news during the week? (Among those who use this media outlet.) 31
SOURCE USAGE DURING
THE LAST WEEK
66
48
24
14
10
6
6
2
54
54
27
16
13
7
4
2
40
59
25
45
13
9
3
2
32
52
27
53
24
5
2
3
Television
Social networks (Facebook, YouTube,
Instagram, Twitter, etc.)
Online information resources (online
publications, news aggregators, etc.)
Messengers (Telegram, WhatsApp,
Viber, etc.)
Video blogs on YouTube or other
services
Radio
Print media (newspapers/magazines)
Podcasts (published in the media or on
Google podcasts, Apple podcasts,
Spotify, etc.)
2020
2021
2022
2023
Frequency of obtaining news, %
32
38
45
49
49
48
70
73
32
34
63
64
44
43
77
76
35
33
56
53
42
50
50
53
17
8
5
15
18
25
42
32
43
40
35
34
34
31
20
16
37
37
25
21
35
36
15
13
37
38
19
24
20
23
22
26
19
24
31
27
47
24
17
24
19
17
13
11
13
15
7
7
24
20
8
9
15
16
5
6
22
20
11
13
30
17
19
18
40
34
18
23
26
22
17
24
5
4
5
4
3
4
2
2
5
7
3
4
5
3
1
4
6
7
9
7
6
5
8
3
23
30
44
35
6
21
13
18
1
1
1
2
1
2
2
2
3
2
1
2
1
1
1
1
1
2
4
3
3
5
1
0
2
5
3
0
3
8
13
3
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
Several times
a day
Once a day
Several times
a week
Once a
week
Hard to say
%

32
SOURCE USAGE DURING THE DAY
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How much time per day did you spend on
average reading news in different media?
The duration of receiving news during the day, %
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Television
Print media
Radio
Online information
resources
Social networks
Video blogs on YouTube
or other services
Messengers
Podcasts
29
35
30
29
43
47
64
58
35
45
36
27
34
43
34
38
35
38
29
34
19
34
32
36
49
49
37
42
29
36
58
38
39
34
31
31
43
34
21
31
28
26
20
24
36
33
27
31
35
31
29
28
45
35
26
26
29
32
29
27
56
32
21
32
20
18
16
18
6
9
10
4
18
12
12
13
19
13
16
17
16
17
21
22
19
19
21
19
10
9
20
15
9
6
8
18
11
11
21
19
4
6
3
4
13
14
32
32
8
8
21
13
12
10
19
15
15
9
15
16
10
7
12
15
3
8
4
6
1
2
3
3
4
3
4
5
4
0
3
3
3
1
2
2
4
2
1
3
4
6
3
2
3
2
2
3
19
8
6
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
Up to 30
minutes.
From 30
minutes to 1
hour
From 1 hour
to 2 hours
More than 2
hours
Hard to say
■ Over the past year, the
duration of daily exposure
to socio-political content
on the radio and in
podcasts has increased.
%

33
3.4. Internet use and digital competence
3. KEY FINDINGS

34
FREQUENCY OF INTERNET USE
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How often do you use the Internet in general?
71
81
88
91
11
6
2
2
2
2
1
1
1
1
1
1
15
10
8
6
2020
2021
2022
2023
Every day or almost every day 2-5 times a week Once a week Less than once a week I do not use the Internet at all
88
93
97
98
92
92
75
82
88
96
82
89
95
95
2
2
1
0
3
3
4
3
3
2
3
2
2
1
1
1
1
0
1
1
3
2
2
1
2
2
0
1
1
0
1
1
0
1
1
1
1
0
1
1
0
1
8
4
1
1
5
3
18
13
7
2
12
7
3
3
Men
Women
18–25
26–35
36–45
46–55
56–65
Low
Below average
Average
Above average
Breakdown by gender, age, education, and income level *,
%
■ Only 6% of Ukrainians do not use the Internet.
■ 91% are heavy Internet users - they access the
Internet every day or almost every day. This is 3%
more than in 2022.
■ It is quite expected that the frequency of Internet
use depends on age, education level, and
income.
%

35
DEVICES FOR INTERNET ACCESS
Sample size: those who use the Internet, N= 1700 (2020), N= 1774 (2021), N= 1106 (2022), and N= 1132 (2023). Question: What devices do you use to access
the Internet?
Breakdown by age and income level *, %
93
30
22
14
5
84
3
6
5
2
96
22
10
9
7
96
24
10
12
8
Smartphone
Laptop
Desktop PC
Tablet
Smart TV
2020 2021 2022 2023
■ The smartphone is the absolute leader among
Internet access devices, with 96% of users using it
most often. A laptop (24%) and a desktop
computer (10%) are in second place with a large
margin. 12% most often use a tablet, and 8% use a
smart TV.
97
99
95
96
92
94
95
97
96
13
10
13
14
13
9
11
13
17
39
19
24
21
22
12
23
27
31
12
12
11
10
7
8
7
12
16
12
6
8
7
6
3
5
10
11
1
0
0
0
1
1
0
0
1
1
0
0
1
0
1
0
0
1
18–25
26–35
36–45
46–55
56–65
Low
Below average
Average
Above average
Smartphone Tablet Laptop Desktop PC Start TV Smart speaker Other
%

Sample size: those who use the Internet, N= 1700 (2020), N= 1774 (2021), N= 1106 (2022), and N= 1132 (2023). Question: What do you usually use the Internet
for? Choose only what you have done in the last month.
74
61
60
56
41
30
24
21
18
18
15
11
11
7
7
70
59
57
61
42
35
26
24
18
20
16
14
13
9
3
70
76
50
46
27
28
16
16
12
14
9
17
8
4
4
74
75
57
50
34
36
17
18
13
15
10
18
10
4
3
Looking for required information
Getting to know the news
Communicating in social networks, instant
messengers (instant messaging services)
Watching videos and movies
Shopping online
Making online payments
Download photo/video/audio files
Watching online TV/streams
Commenting and participate in discussions
Playing online games
Creating and posting my own content:
publications, photos, videos, audio files
Studying: taking courses, workshops, etc.
Listening to the radio, podcasts
Creating my own pages, channels, websites
for professional / reputational / commercial…
Other
2020
2021
2022
2023
36
MOTIVES FOR USING THE INTERNET
■ The main motivations for using the
Internet are still searching for
information (74%) and reading news
(75%).
■ Compared to 2022, the share of the
audience that uses the Internet for
online shopping (27% vs 34%) and
payments (28% vs 36%) has increased.

37
ASTROLOGICAL FORECASTS
Sample size: those who use the Internet, N= 1132 (2023). Are you interested in astrological forecasts?
level of income *, %
13
24
12
19
15
23
24
25
19
14
24
20
17
17
18
23
18
19
23
24
19
20
21
21
17
23
24
14
69
53
70
62
62
53
58
55
60
66
60
58
60
68
Men
Women
18–25
26–35
36–45
46–55
56–65
Village
Other city or UTC
Regional center
Low
Below average
Average
Above average
56
% 19 21 60
Так Іноді Ні
■ Only 19% of the audience is interested in astrological
forecasts; 21% say they sometimes consume such
content; 60% of Ukrainians are not interested in it.
■ Astrological forecasts are more likely to attract
women (47%) than men (31%). As well as audiences
with relatively low income, older age groups, and
rural residents.

34
30
21
64
33
33
22
40
29
15
27
27
39
21
16
12
14
18
28
24
30
29
27
21
12
24
16
22
19
30
26
11
19
38
40
25
37
49
58
36
34
53
31
28
39
7
20
6
8
7
8
15
4
12
11
4
An Internet troll is a program that imitates human activity on
the Internet.
A bot is a person who behaves destructively in online
communication: insults, humiliates, provokes quarrels.
Cookies are viruses that can damage your computer.
I believe that the issue of personal data protection on the
Internet is very relevant today.
I believe that the social media newsfeed algorithm, tailored to
the interests of a particular consumer, is a manipulation.
I can shoot a video myself, edit it, and post it on the Internet.
I usually look at the "About" section when I first visit a website.
I almost never change my passwords to websites and social
networks.
As a rule, I don't check a person's social media account if I
receive a friend request from them.
I use two-factor (two-step) authentication wherever possible.
I have accounts in more than three social networks.
I treat maintaining my own social media profile as a tool for
building my professional and business reputation.
I've never used a VPN, a program that hides your IP address
and encrypts all your internet activity.
Sometimes I take joke tests on the Internet and social networks,
for example: "What kind of movie character am I?" etc.
Yes It depends/partially No Hard to say
41
36
25
86
53
49
41
43
26
31
48
35
37
21
9
11
7
5
20
7
18
21
13
14
2
14
9
8
19
37
29
5
15
42
37
34
56
42
50
46
51
70
32
16
39
3
12
2
4
2
5
13
1
5
4
1
DIGITAL LITERACY
Sample size: those who use the Internet, N= 1700 (2020), N= 1774 (2021), N= 1106 (2022), and N= 1132 (2023). Question: Now I'm going to read out a few
statements, and you will say whether you agree with them or not.
2020 2022
35
32
26
70
44
42
44
31
39
32
24
34
29
36
14
15
14
14
22
23
18
25
23
21
20
8
21
16
22
31
29
10
19
25
33
35
31
39
41
53
39
39
29
22
31
7
15
10
5
8
7
8
15
5
11
10
2021
%
39
33
26
84
52
51
41
37
24
33
49
36
37
16
11
13
8
6
21
10
17
16
14
15
3
14
11
8
21
39
32
6
17
37
38
43
57
41
46
45
48
73
29
15
35
4
11
3
5
4
6
11
2
5
4
2023
38

Sample size: those who use the Internet, N= 1700 (2020), N= 1774 (2021), N= 1106 (2022), and N= 1132 (2023). Question: How would you rate your level of
digital literacy? Please rate yourself on a 10-point scale, where 1 is extremely low and 10 is high. 39
SELF-ASSESSMENT
OF DIGITAL LITERACY LEVEL
5
6
6
6
17
14
11
11
30
28
28
33
30
27
32
28
10
12
12
15
9
16
12
8
2020
2021
2022
2023
1 — extremely low 2 3 4 5 — high level Hard to say
%
Average score of digital
literacy assessment on a
5-point scale
3,4
3,4
3,2
3,2
3,4 3,3
3,8 3,6 3,5
3,2
2,9
3,2 3,2
3,6 3,4 3,3 3,3 3,5 3,5
3,1 3,2
3,5 3,7
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary,
secondary
general
Secondary
specialized
Complete/inco
mplete
higher
North
West
Center
South
East
Low
Below
average
Average
Above
average
Average score of digital literacy assessment *
■ The average score of personal digital
literacy has not changed significantly and
amounts to 3.4 points.
■ 43% of Internet users rate their digital
competence as above average or high;
33% rate it as average, and 17% consider
their level to be below average or low.

40
3.5. Media literacy: trust in media and sensitivity to
distorted context
3. KEY FINDINGS

41
DISINFORMATION IN THE MEDIA:
RELEVANCY OF THE PROBLEM
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Today there is a lot of talk about false news and
disinformation spread by the media. How relevant is this problem for you personally?
39
43
35
36
47
0
34
48
44
31
45
36
38
47
42
39
36
40
43
42
21
25
25
27
19
28
23
20
23
20
17
22
21
24
28
22
27
22
17
22
14
14
17
21
21
15
18
19
18
24
19
16
17
17
18
14
21
20
8
9
13
8
8
10
4
9
13
9
9
10
9
7
9
13
9
6
11
5
5
7
5
3
2
5
6
5
5
7
7
3
2
4
2
6
4
7
6
5
6
7
3
5
5
4
10
3
7
4
4
8
4
8
5
4
3
Men
Women
North
West
Center
South
East
18–25
26–35
36–45
46–55
56–55
Only enough for food
Enough to get by in general
Enough for everything, but we don't…
Enough for everything, we save…
It is relevant because fakes form false perceptions among citizens
Relevant, I can't always distinguish between manipulated fakes
Irrelevant, I can distinguish them and don't pay attention
Irrelevant, this is the first time I've heard of it
Irrelevant, I hardly see any disinformation in the media
Hard to say
■ The importance of the problem of disinformation is
emphasized by 64% of the audience (compared to 61% in
2022). 18% said they can always identify fake news and
ignore it.
Breakdown by gender, age, education level, income level, and
region*, %
31
26
20
8
6
9
36
23
18
6
8
9
37
24
18
7
9
4
41
23
18
5
9
5
It is relevant because fakes form false
perceptions among citizens
Relevant, I can't always distinguish
between manipulated fakes
Irrelevant, I can distinguish them and
don't pay attention
Irrelevant, I hardly see any
disinformation in the media
Irrelevant, this is the first time I've heard
of it
Hard to say
2020
2021
2022
2023
%

FEATURES OF RELIABLE NEWS
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: What are the features that you use to identify
accurate news? Please select three main features.
32
28
26
26
25
23
21
14
11
9
7
33
30
27
22
21
20
22
12
7
7
9
18
39
31
32
9
43
25
10
5
6
4
17
37
34
30
10
46
28
10
4
6
5
I decide intuitively
There is a link to the source
Different points of view on the event are
presented
There is a photo/video that confirms the
information
The news doesn't contradict my beliefs, it
looks like the truth
Published in a media outlet I trust
Good reputation of the author
Popularity, fame of the author
I trust almost all messages until I find a
refutation
The headline is not sensational or shocking
Hard to say
2020
2021
2022
2023
■ A high level of sensitivity to distorted content
among Ukrainians can be noted. The
audience is becoming more competent in
tracking fake information.
■ For example, only 17% decide how much to
trust a message intuitively.
■ The share of Ukrainians who detect
disinformation by looking for a link to a
source in a story is 37%, 30% are guided by
video/photo evidence, and 34% by the
presence of different points of view on an
event.
%
42

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Do you additionally check the information
received in the media for accuracy or not? 43
CHECKING INFORMATION FOR ACCURACY
5
5
6
8
31
42
4
11
6
6
8
24
39
6
24
10
8
5
20
31
2
33
10
5
6
19
26
2
I check more than 15% of the
information
I check 10 to 15% of the information
I check up to 5%
I don't check for accuracy as much as
I look for more complete, detailed
information
I never check
Hard to say
2020
2021
2022
2023
37
29
34
34
37
34
25
30
31
35
28
33
33
39
33
28
35
37
33
9
10
14
10
9
11
6
9
10
9
9
9
10
11
9
7
9
13
12
5
5
4
7
5
6
4
1
5
7
3
4
7
7
7
3
9
3
4
4
8
12
6
3
6
7
8
6
6
6
6
6
6
6
9
7
5
3
17
20
18
19
21
18
17
11
15
25
15
18
21
20
23
19
13
14
26
26
25
15
23
23
23
40
40
30
17
34
29
22
16
21
32
25
24
23
1,3
2,3
2,9
1,5
1,6
2,2
1,3
1
2
2
4
2
1
0
0,9
1,5
2,4
4
0,6
Men
Women
18–25
26–35
36–45
46–55
56–65
Low
Below average
Average
Above average
North
West
Center
South
East
I check more than 15% of the information
I check up to 5%
Breakdown by gender, age, education level, income level and region
*, %
■ The number of Ukrainians who check more than 15% of
information for accuracy has increased from 24% to 33%.
■ And the share of those who never check media content
dropped from 31% to 26% over the year.
%

CHECKING INFORMATION FOR ACCURACY
Sample size: those who check information for accuracy, N= 1001 (2020), N= 1121 (2021), N= 727 (2022), and N= 901 (2023). Question: How do you check
information for accuracy?
0
32
21
19
18
18
15
12
11
8
25
0
29
20
19
20
16
15
13
12
8
28
68
27
33
30
17
17
14
10
4
1
66
21
29
25
18
13
12
9
3
5
Looking for confirmation of the
news in other media
Reading user comments (if the
material is in online media)
Evaluating the credibility of the
source to which the link is made
Searching for the original source of
information to which there is a link
Looking at the reputation of the
media
Considering the owner of the
media outlet
Looking for information on
experts/commentators of events
Looking for information about the
author
Other
Hard to say
2020
2021
2022
2023
71
66
63
66
63
62
63
68
65
66
65
18
20
23
22
19
17
25
19
23
19
20
39
34
24
27
24
22
28
32
28
31
28
28
30
25
19
23
14
21
32
17
28
29
22
19
14
18
16
19
19
16
16
19
18
17
14
9
12
12
11
10
15
10
12
15
20
13
13
11
11
11
12
15
10
17
12
11
10
8
10
8
6
9
10
8
12
8
18–25
26–35
36–45
46–55
56–65
Village
Other city or UTS
Regional center
Looking for confirmation of the news in other media
Reading user comments (if the material is in online media)
Evaluating the credibility of the source to which the link is made
Searching for the original source of information to which there is a link
Looking at the reputation of the media
Looking for information on experts/commentators of events
Considering the owner of the media outlet
Breakdown by age, education and type of settlement *, %
■ 66% of consumers look for confirmation of news in other
media; 29% assess the reliability of the source to which
they are referring; 25% look for the original source to
which they are referring.
%
44

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Which of these sources of information do you
consider trustworthy? Select all that apply. 45
TRUSTWORTHY INFORMATION SOURCES
40
33
20
20
5
21
39
32
20
17
5
21
55
28
43
29
3
9
56
31
39
27
3
12
Interview with an eyewitness
Opinion of a well-known
expert
Links to information from
official Ukrainian authorities
Official press releases on
government websites
Webpage of an expert,
organization or authority
from Russia
Hard to say
2020
2021
2022
2023
■ Ukrainians trust interviews with eyewitnesses (56%),
references to Ukrainian authorities (39%), and official
reports on the Internet resources of government
institutions (27%) the most.
%

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How would you rate your ability to distinguish
between disinformation and accurate information? Please rate on a 10-point scale, where 1 is extremely low and 10 is high. 46
4
5
5
4
16
13
7
7
32
29
32
35
29
28
33
36
11
9
10
16
8
15
13
3
2020
2021
2022
2023
Average score of personal
sensitivity to disinformation
on a 5-point scale
3,5
3,4
3,3
3,3
Average score of self-assessment of sensitivity to fake news*
DISINFORMATION IN THE MEDIA:
SENSITIVITY TO FAKES
■ 52% of the audience rate their sensitivity to
disinformation as above average or high.
And the share of those who consider
themselves completely incompetent in
identifying fakes is 11%.
3,7
3,4 3,6 3,7 3,6 3,6
3,3 3,4 3,4
3,7 3,5 3,5 3,6 3,7 3,5 3,4 3,4
3,7 3,7
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary,
secondary
general
Secondary
specialized
Complete/inco
mplete
higher
North
West
Center
South
East
Low
Below
average
Average
Above
average
%

MANIPULATION IN THE MEDIA:
RELEVANCE OF THE PROBLEM
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: It is said that the media can influence public
opinion not only through disinformation but also through manipulation and distortion of information. How relevant is this problem for you personally?
0
33
24
18
8
7
10
0
37
22
17
8
6
9
36
20
15
18
6
6
39
20
15
14
6
5
Relevant because manipulations
form false perceptions among…
Relevant, I can't always distinguish
the techniques used by the media
Irrelevant, I can distinguish them
and don't pay attention
Irrelevant, this is the first time I've
heard of it
Irrelevant, I hardly see any
manipulations in the media
Hard to say
2020
2021
2022
2023
34
37
43
32
54
41
26
38
32
39
42
41
17
20
22
27
18
19
17
19
16
21
22
20
12
14
18
15
9
15
18
21
16
13
17
15
25
15
10
15
10
15
22
13
24
15
10
12
5
7
5
7
4
6
7
5
3
7
6
8
7
8
3
4
5
4
11
5
9
5
4
5
North
West
Center
South
East
Enough only for food
Enough for everything, but we don't…
Enough for everything, we save…
Relevant because manipulations form false perceptions among citizens
Relevant, I can't always distinguish the techniques used by the media
Irrelevant, I can distinguish them and don't pay attention
Irrelevant, I hardly see any manipulations in the media
Hard to say
■ The problem of media manipulation is relevant for more
than half of the Ukrainian audience (59%); 15% consider it
irrelevant; 14% heard about media manipulation for the first
time, and 5% were undecided.
Breakdown by education level, income level and region *, %
%
47

FEATURES OF MANIPULATION
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: What are the features you use to identify a
manipulative message/news? Please select three main features.
31
27
26
23
21
21
18
13
1
5
26
27
25
21
16
19
15
12
1
9
42
17
42
26
17
37
16
18
2
5
43
19
41
26
17
37
14
18
2
5
Only one side of the story is covered
Information is incomplete or inaccurate
Not enough arguments, too many
clichés, labels, stereotypical judgments
Excessive emotional intensity
No references to the source
Information contradicts my
understanding of the situation/process
Unknown or biased experts comment
on the event
Other
Hard to say
2020
2021
2022
2023
■ 43% suspect manipulation when a story
covers only one side of an event; for 41%,
incomplete or inaccurate information is an
important marker.
■ For 37%, the absence of references to the
source would raise suspicion of the authors'
desire to manipulate the audience's minds.
■ Only 19% identify a manipulative message
intuitively.
42
42
37
%
48

WHO DISTORTS MEDIA CONTENT AND WHY
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: In your opinion, who manipulates information and
spreads fakes and why? Choose three main sources of distorted messages.
47
43
39
27
27
20
17
5
42
40
29
24
19
19
15
8
46
65
27
22
25
17
19
5
41
68
26
32
22
20
17
5
Influence groups, oligarchs to promote
their own interests
Politicians, political forces to discredit
opponents and/or promote their own
positive image
Owners of various media to increase the
number of visits to their sites and earn
money from advertising, etc.
The government to promote a certain
ideology or interests
Producers of goods and services to
increase their chances of successful
competition in the market
The government for the purpose of
propaganda during an information war with
another country
People who just want to do harm or draw
attention to themselves
Hard to say
2020
2021
2022
2023
47
40
39
35
44
67
72
66
67
71
31
26
25
23
24
22
17
24
18
29
34
26
32
34
35
24
15
22
23
18
14
17
17
18
24
North
West
Center
South
East
Influence groups, oligarchs to promote their own interests
Politicians, political forces to discredit opponents and/or
promote their own positive image
Owners of various media to increase the number of visits to
their sites and earn money from advertising, etc.
Producers of goods and services to increase their chances of
successful competition in the market
The government to promote a certain ideology or interests
The government for the purpose of propaganda during an
information war with another country
People who just want to do harm or draw attention to
themselves
■ According to the audience, media content is most often distorted in the
interests of politicians and political forces to promote their positive image
(68%), and economic and political elites: influence groups and oligarchs
(41%).
■ Over the past year, the share of those who believe that it is the
government that is interested in distorting information has increased from
22% to 32%.
Breakdown by region*, %
%
49

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How would you rate your sensitivity to
manipulation in the media? Please rate yourself on a 10-point scale, where 1 means that I usually do not feel that my opinion is being manipulated, and 10
means that I almost always feel that manipulation is being attempted.
50
Average score of self-
assessment of sensitivity to
manipulation on a 5-point
scale
3,4
3,3
3,3
3,3
3,5 3,3 3,1
3,5 3,5 3,3 3,3
2,9
3,3 3,4 3,4 3,4 3,3 3,4 3,4 3,4 3,2
3,5 3,4
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary,
secondary
general
Secondary
specialized
Complete/inco
mplete
higher
North
West
Center
South
East
Low
Below
average
Average
Above
average
Average score of self-assessment of sensitivity to manipulation *
MANIPULATION IN THE MEDIA:
SENSITIVITY TO MANIPULATION
■ The average score for self-assessment of
sensitivity to manipulation has not changed
(3.4 points). The share of those who consider
their level of competence to be above
average and high is 38% (35% in 2022).
4
5
7
6
14
13
10
9
32
28
26
30
31
27
24
25
11
10
11
13
8
17
22
17
2020
2021
2022
2023
%

HIDDEN ADVERTISING IN THE MEDIA:
THE RELEVANCE OF THE PROBLEM
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: It is said that the media can sometimes publish
advertorials — hidden advertising under the guise of regular stories. How relevant is this problem for you personally?
31
24
18
9
5
13
35
21
17
10
6
11
34
18
15
21
6
7
38
19
17
16
5
6
Relevant, because hidden advertising
creates misconceptions among citizens
Relevant, I can't always identify hidden
advertising
Irrelevant, I can identify and ignore
them
Irrelevant, this is the first time I've heard
of it
Irrelevant, I don't see any hidden
advertising in the media
Hard to say
2020
2021
2022
2023
28
38
41
34
49
36
26
40
33
35
42
38
18
18
19
21
19
20
18
13
13
19
19
23
13
14
22
22
14
14
17
22
19
15
19
16
30
15
11
13
11
20
25
11
24
20
10
11
6
8
3
6
4
5
6
7
4
7
5
5
5
8
4
5
4
5
9
7
7
5
5
7
North
West
Center
South
East
Enough for everthing but we don't…
Enough for everything and we…
Relevant, because hidden advertising creates misconceptions among
citizens
Relevant, I can't always identify hidden advertising
Irrelevant, I can identify and ignore them
■ More than half of the audience (57%) still considers the
problem of hidden advertising in the media relevant; 16%
consider it irrelevant because this is the first time they have
heard of it (21% in 2022).
Breakdown by education level, income level and region *, %
%
51

FEATURES OF HIDDEN ADVERTISING
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: What are the main features that you use to
identify hidden advertising? Please select three main features.
38
29
22
14
35
11
34
25
25
10
35
12
52
24
21
14
29
9
50
28
22
15
28
9
One-sidedness: only positive or negative
aspects of a person, group, or product
are covered
The story contributes to the visibility of a
person, organization or product
Assessments are always present: positive
or negative
Informing about formal events of
officials and public figures who are not
of public importance
Hard to say
2020
2021
2022
2023
■ 50% suspect hidden advertising when a story
highlights only positive or negative aspects
of a person, group, or product; for 28%, an
important marker is the fact that the story
can promote recognition of a person,
organization, or product. 28% of the
audience identify hidden advertising
intuitively.
■ The respondents also pay attention to the
presence of positive or negative assessments
(22%).
%
52

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How would you rate your ability to identify hidden
advertising in the media? Please rate on a 10-point scale, where 1 means I usually cannot identify hidden advertising, and 10 means I can identify hidden
advertising immediately.
53
Average score of self-
assessment of sensitivity to
hidden advertising on a 5-
point scale
3,4
3,2
3,2
3,3
Average self-assessment score for sensitivity to hidden advertising*
HIDDEN ADVERTISING IN THE MEDIA:
ABILITY TO DETECT DZHYNSA
■ The average score for assessing one's
sensitivity to hidden advertising increased
from 3.2 to 3.4 points.
■ 38% of the audience rate their level of
sensitivity to hidden advertising as above
average or high. This is a 9% increase
compared to 2022. 27% consider it average,
and 15% consider their level below average
or low.
5
5
7
6
16
14
11
9
31
27
28
27
26
23
20
25
12
11
9
13
10
19
26
20
2020
2021
2022
2023
3,6
3,2 3,4 3,5 3,5 3,4
3,1 3,3 3,3 3,5 3,4 3,3 3,4 3,5 3,4 3,4 3,2
3,5 3,6
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary,
secondary
general
Secondary
specialized
Complete/inco
mplete
higher
North
West
Center
South
East
Low
Below
average
Average
Above
average
%

Sample size: all respondents, N= 2000 (2020), and N= 1200 (2023). Question: What are your personal requirements for news? Are the following features
important to you or not?
54
NEWS REQUIREMENTS
28
44
46
64
59
65
69
66
69
80
72
71
73
86
86
86
90
25
30
31
25
26
25
23
24
21
16
21
19
19
11
10
11
8
43
23
20
7
8
8
5
6
6
3
5
8
5
2
3
2
2
4
3
4
4
7
2
4
3
4
1
2
2
3
1
1
1
1
11
36
37
55
56
58
70
78
78
78
82
82
84
89
92
92
93
23
34
33
27
24
26
18
13
13
13
11
12
8
6
5
5
3
64
25
23
13
12
14
7
7
7
7
3
4
5
3
2
2
2
3
5
7
6
8
2
5
3
3
1
4
2
3
2
2
2
Scandalousness, hype
Ability to evoke strong emotions
Unpredictability of information, the news is surprising
Only facts, no opinions
Separating facts from opinions
Illustrations (photos, videos)
Conciseness
Balance of opinions, coverage of different points of view
Facts and assessments of the event
Interesting delivery
Social significance
Personal interest in the topic
Quality analytics
Accuracy (checked titles, names, figures)
Promptness (timeliness)
Completeness of information
Credibility (truthfulness)
Important Not very important Unimportant Hard to say
2020
2023
%

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Have you ever come across any media stories in
which…
55
JOURNALISTIC ETHICS
55
48
53
42
47
42
44
37
60
57
57
49
45
52
47
58
53
58
56
63
40
43
43
51
2023
2022
2021
2020
2023
2022
2021
2020
2023
2022
2021
2020
Yes, I have No, I have not
Did you come across any stories in which..., %
■ The number of Ukrainians who have encountered violations of ethical standards in journalism in the media has increased compared
to 2022. More than half (60%) noted violations of the right to respect for privacy; 55% - gossip and slander in the media; 47% recall
hate speech: direct insults and threats.
The right to privacy was violated
Hate speech was used: direct insults,
threats
Gossip and slander were contained
%

JOURNALISTIC ETHICS
Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Please tell us, have you ever come across any
media stories that showed a biased or negative attitude towards people... (discrimination)?
47
55
63
68
33
38
38
44
31
37
44
50
31
38
43
48
27
38
44
50
24
34
46
51
21
28
32
41
20
27
26
34
53
45
37
32
67
62
62
56
69
63
56
50
69
62
57
52
73
63
57
50
76
66
54
49
79
72
68
59
81
73
74
66
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
Yes, I have No, I have not
Have you seen any stories that showed a biased attitude towards people…. %
■ The number of media stories that
show a biased attitude toward
certain social categories,
according to the Ukrainian
audience, has increased
significantly.
■ Most often, consumers
encountered materials that
stigmatized or discriminated
against people based on political
and ideological beliefs (68%);
gender or age (51%); ethnicity or
race (50%).
For political or ideological reasons
For sexual orientation
For gender or age
For religious beliefs
Toward people with disabilities
For any other social characteristics
For ethnicity or race
Toward internally displaced persons
%
56

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: To what extent do you trust the news from the
sources you access occasionally?
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Television
Print media
Radio
Online information
resources
Social networks
Video blogs on YouTube
or other services
Messengers
Podcasts
10
9
30
21
23
17
28
39
23
15
40
29
17
12
13
14
14
11
12
11
19
15
17
10
24
18
19
15
18
11
25
12
67
68
63
69
58
68
67
54
62
70
57
65
74
75
84
81
73
73
81
79
69
70
76
80
67
69
77
76
74
41
63
74
18
19
4
8
11
10
3
4
9
10
3
5
7
10
3
4
10
13
5
8
10
10
5
8
8
11
2
7
3
32
4
9
5
4
3
2
9
6
3
4
6
5
0
2
2
4
0
1
3
4
2
2
2
5
2
2
1
3
2
2
6
16
8
6
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
2020
2021
2022
2023
I trust
I partially
trust
I do not
trust
Hard to say
57
TRUST IN INFORMATION SOURCES
■ Ukrainians are suspicious of
most media outlets and trust
them only partially.
■ Over the past year, trust in
almost all sources of
information, from television to
messengers, has significantly
decreased.
%

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: How would you assess your level of media
literacy? Please rate yourself on a 10-point scale, where 1 is an extremely low level and 10 is a high level. 58
SELF-ASSESSMENT OF MEDIA LITERACY LEVEL
Average score of media
literacy self-assessment on a
5-point scale
3,3
3,2
3,2
3,1
3,3 3,2
3,7
3,4 3,5
3,2
2,8 2,9 3,0
3,5 3,3 3,2 3,1
3,4 3,3
2,9 3,1
3,4 3,6
Men
Women
18–25
26–35
36–45
46–55
56–65
Primary,
secondary
general
Secondary
specialized
Complete/inco
mplete
higher
North
West
Center
South
East
Low
Below
average
Average
Above
average
Average media literacy self-assessment score *
■ The average media literacy self-assessment
score increased from 3.2 to 3.3 points.
■ 41% of the audience assesses their media
literacy level as above average or high; 37%
consider it average, and 19% consider their
level below average or low.
6
6
8
7
17
14
13
12
32
28
35
37
28
27
30
31
8
9
9
10
9
16
4
4
2020
2021
2022
2023
%

Sample size: all respondents, N= 2000 (2020), N= 2000 (2021), N= 1200 (2022), and N= 1200 (2023). Question: Have you heard of any courses (workshops,
seminars) or academic subjects in media education where you can improve your media literacy? Have any acquaintances, friends,relatives, or their
children attended classes or special courses on media education/media literacy? Have you heard of any civic initiatives/organizations that check the
accuracy and truthfulness of media materials?
59
AWARENESS OF MEDIA EDUCATION
Attendance of media education courses/workshops by acquaintances, %
■ More than half of Ukrainians (53%) have
heard of or personally attended media
literacy courses/workshops.
■ 36% of those who have heard of or
personally attended media education
courses/seminars said that among their
acquaintances, friends, and relatives, there
are those who have also attended lectures
to improve media literacy. 64% are unsure.
2
4
5
7
23
32
52
46
75
64
44
47
2020
2021
2022
2023
Personally attended the such courses
Heard about such courses but did not attend them
Have not heard of them
28
17
6
10
21
19
20
22
11
12
9
10
52
66
65
64
2020
2021
2022
2023
Yes, students at universities
Adults attended special courses (workshops, seminars) on media
education, including online
Yes, children at school
I don't know
■ 64% of the audience have not heard of
public initiatives/organizations that check
the accuracy and truthfulness of media
materials.
■ The most famous projects are Stop Fake
(15% in 2022; 11% in 2023) and Detector
Media (5% in 2022; 8% in 2023).
%
%
15 8 4 2 2 1 14
64
Stop Fake Detector
Media
Po Toi Bik
Novyn
Nota
Yenota
VoxCheck Texty.org I don't know
any of them
No, I have
not heard
of them

60
3.6. Socio-demographic profile of respondents
3. KEY FINDINGS

*http://www.ukrcensus.gov.ua/
SOCIO-DEMOGRAPHIC
CHARACTERISTICS OF RESPONDENTS
Gender, % Education, %
48
52
Men Women
13
24
22
20
21
18–25 26–35 36–45 46–55 56–65
Age, %
Language of communication in the family, %
16
39
45
Primary, secondary
general
Complete/incomplete
higher
12
23
8
1
Ukrainian Russian Surzhyk or a
mixture of
Ukrainian and
Russian
In Ukrainian or
Russian,
depending on
the person talking
to
Another
language
52
4
97
Yes No
Participants of hostilities, %
■ The socio-demographic characteristics of the respondents
correspond to the actual distributions among the adult
population of Ukraine, according to the State Statistics Service*.
61

20
15
11
10
9
9
5
5
4
3
2
2
1
4
Laborer (any qualification)
A qualified professional (doctor,
journalist, lawyer, teacher, etc.)
Businessperson/self-employed
Pensioner
Housewife
Temporarily unemployed, looking
for work
State employee
Student
Manager / head of department
Unemployed and not looking for
work
Military / police officer / security
company employee
Head of an enterprise/company,
deputy head
Creative worker (artist, writer,
musician, etc.)
Hard to say
Employment, % Subjective assessment of family
income, %
18
31
37
14
Enough to get by in
general
Enough for everything but
can't save money
Enough for everything, we
save money
Average monthly income per
family member, %
20
19
16
15
12
18
Up to UAH 3000
UAH 3001-5000
UAH 5001-7000
UAH 7001–10000
Over UAH 10,000.
REFUSAL
Region, % Settlement, %
8
13
24 23
17 15
Kyiv North West Center South East
32
34
34
Village
Other city or UTS
Regional center
SOCIO-DEMOGRAPHIC
CHARACTERISTICS OF RESPONDENTS
62

CONCLUSIONS
64
DYNAMICS OF THE MEDIA LITERACY INDEX: 2020-2023
■ The level of the overall media literacy index has changed significantly over the past year: the share of the
audience with an above-average level of the indicator decreased from 81% to 76%.
■ The indicator of the subindex of understanding the role of media in society has not changed significantly
compared to the previous year, 2022. The sensitivity of Ukrainians to distorted content has increased: the
share of the audience with a higher-than-average score has increased from 65% to 70%.
■ The share of the audience with high and above-average digital competence decreased from 64% to 55%
(2022 vs. 2023)
■ The media literacy level depends on age, level of education, income, and place of residence.
• It is quite predictable that the media literacy level is high among young people aged 18-25 (due to the
digital competence subindex) and low among the older age group of 56-65.
• The lower the educational status, the lower the media literacy level. Thus, among respondents with
general secondary education, the share of people with low and below-average levels is 29%, and
among those with complete/incomplete higher education, it is only 13%.
• Significant differences in the level of media literacy are observed between people with different
financial status. The higher the level of income, the higher the index score. Among the category of those
who have enough money only for food (low level of income), 37% have low and below average scores.
In contrast, among those who have enough money for everything and save money (above average
income), this share is only 18%.
• Residents of large cities have a higher index score than rural residents.

CONCLUSIONS
65
THE ROLE OF MEDIA IN SOCIETY
PERCEPTION OF THE MEDIA INDUSTRY AND PERCEPTION OF THE UKRAINIAN MEDIA SPACE
■ Over the past year, the understanding of the role of the media in society has not changed significantly. The
majority of the audience (70%) believes that the main mission of the media is to inform citizens about socially
significant events.
■ General shifts in the understanding of media influence among the Ukrainian audience over the past two
years can be explained by the main topic of media content – emotionally difficult messages related to the
war. The proportion of those who state that the media influences their emotional state has increased by 11%
compared to 2021.
■ As traditional media stories have been almost completely replaced by war-related content, consumers
report a decrease in the media's influence on their attitudes toward public figures and the choice of goods
and services.
■ The share of Ukrainians who believe that the media works in the interests of the state and society as a whole
has decreased over the past year from 31% to 25% and from 15% to 12%.
■ The largest share of the audience (30%) believes that the media works in the interests of their owners and
investors.
■ The share of those who consider the telethon format to be fully justified during the war has decreased from
58% to 41% over the year. 74% state that due to the lack of different points of view on the events in the
telethon, they look for information from other sources.
■ Every second Ukrainian (49%) supports criticizing the government in the media. This audience is dominated by
men and older people. This opinion is more often supported by people with low educational status and income.
17% do not support public criticism of the government.

CONCLUSIONS
66
CHANGES IN MEDIA PREFERENCES
■ The share of the audience who are confident that public service media work in Ukraine is 54%. It has
decreased compared to the previous year, 2022 (60%). One in five (22%) believes there are no
independent broadcasters in the country. The same share (23%) could not answer the question
unequivocally.
■ The absolute majority (76%) emphasize the importance of the existence of public service media, as they
work in the interests of the whole society, not just the owner (52%); they cover topics that are not of
interest to commercial media, such as social issues, culture, and science (9%); and public service media
are not interested in manipulation (15%).
■ The share of those who are not interested in the development of public broadcasting is 16%. According to
12% of respondents, the media cannot be independent; another 4% believe that public service media
are inferior to commercial media in terms of quality and professionalism.
■ Among the changes in Ukrainians' media preferences over the past year, we can note a strong
increase in interest in Ukrainian-made products and those dedicated to Ukrainian history and culture;
content on socio-political topics; and materials by military experts.
■ At the same time, 60% to 79% have completely abandoned Russian-made media products (including
music), as well as official and opposition socio-political content.

CONCLUSIONS
67
MEDIA CONSUMPTION: SOURCES AND FREQUENCY OF RECEIVING INFORMATION ON SOCIAL AND POLITICAL
TOPICS
INTERNET USE AND DIGITAL COMPETENCE
■ Compared to 2022, the number of consumers of socio-political content in messengers increased in 2023 (49%
vs. 55%);
■ The number of people who receive information about socio-political news from friends, neighbors, and
colleagues increased from 25% to 33%.
■ The audience of social media remained virtually unchanged (62%).
■ The audience of the United News national telethon accounted for 31% (compared to 41% in the previous
year).
■ Only 6% of Ukrainians do not use the Internet. 91% are heavy users of the network, accessing the Internet
every day or almost every day. This is 3% more than in 2022. The dependence of Internet use frequency
on age, education level, and income was quite expected.
■ The smartphone is the absolute leader among Internet access devices, with 96% of users using it most
often. A laptop (24%) and a desktop computer (10%) are in second place with a large margin. 12% most
often use a tablet, and 8% use a smart TV.
■ The main motivations for using the Internet are still searching for information (74%) and reading news
(75%). Compared to 2022, the share of the audience that uses the Internet for online shopping (27% vs.
34%) and payments (28% vs. 36%) has increased.

CONCLUSIONS
68
MEDIA LITERACY: TRUST IN MEDIA AND SENSITIVITY TO DISTORTED CONTEXT
DISINFORMATION
MANIPULATION
■ 64% of the audience emphasized the significance of the problem of disinformation (compared to 61% in
2022). 18% said they can always identify fake news and ignore it.
■ A high level of sensitivity to distorted content among Ukrainians can be noted. The audience is becoming
more competent in identifying fake information. Thus, only 17% decide how much to trust a message
intuitively. The share of Ukrainians who detect disinformation by looking for a link to a source in a story is 37%,
30% are guided by video/photo evidence, and 34% by the presence of different points of view on an event.
■ The number of Ukrainians who check more than 15% of information for accuracy increased from 24% to 33%
over the year. And the share of those who never check media content decreased from 31% to 26% over the
year.
■ The problem of manipulation in the media is relevant for more than half of the Ukrainian audience (59%);
15% consider it irrelevant; 14% heard about manipulation in the media for the first time, and 5% are
undecided.
■ 43% suspect manipulation when a story covers only one side of an event; for 41%, incomplete or inaccurate
information is an important marker. For 37%, the absence of references to the source would raise suspicion of
the authors' desire to manipulate the audience's minds. Only 19% identify a manipulative message intuitively.
■ According to the audience, media content is most often distorted in the interests of politicians and political
forces to promote their positive image (68%), and economic and political elites: influence groups, oligarchs
(41%). Over the past year, the share of those who believe that it is the state that is interested in distorting
information has increased from 22% to 32%.

CONCLUSIONS
69
HIDDEN ADVERTISING
■ The problem of hidden advertising in the media remains relevant for more than half of the audience
(57%); 16% consider it irrelevant because this is the first time they have heard of dzhynsa (21% in 2022).
■ 50% suspect dzhynsa when a story only highlights positive or negative aspects of a person, group, or
product; for 28%, an important marker is the fact that the story can promote recognition of a person,
organization, or product. 28% of the audience identify hidden advertising intuitively. The respondents also
pay attention to the presence of evaluations, positive or negative (22%).
TRUST IN THE MEDIA
■ Ukrainians are suspicious of most media outlets and trust them only partially. Over the past year, trust in
almost all sources of information, from television to messengers, has significantly decreased.

71
USE OF TELEGRAM
Sample size: those who use the Internet, N= 1132 (2023). Question: How many Telegram channels do you read every day?
30
34
10
10
4
12
1-2
from 3 to 6
from 7 to 10
Over 10
Hard to say
I don't use Telegram
Breakdown by gender, education level, settlement type and region
*, %
27
32
33
32
27
30
31
28
29
27
31
30
32
29
39
28
35
36
29
35
39
34
34
35
31
38
10
10
6
8
13
8
11
10
11
9
8
10
12
13
8
7
10
12
11
10
10
10
7
13
17
6
5
3
4
4
3
4
3
4
4
3
4
2
6
17
8
22
12
10
19
11
8
13
20
9
11
7
Men
Women
Village
Other city or UTS
Regional center
North
West
Center
South
East
1-2 from 3 to 6 from 7 to 10 Over 10 Hard to say I don't use Telegram
56
%

72
USE OF TELEGRAM
Sample size: those who use Telegram, N= 992 (2023). Question: Who are the authors of the Telegram channels you subscribe to?
Breakdown by age, type of settlement and region *, %
34
36
41
43
47
48
38
36
33
42
41
42
44
25
30
22
21
18
22
24
24
31
23
21
23
19
3
4
4
4
1
2
5
3
7
2
2
2
4
12
5
10
8
15
8
10
11
9
12
8
5
13
15
17
16
12
7
12
11
18
12
16
12
14
15
11
8
7
11
12
9
13
8
8
5
15
14
6
18-25
26-35
36-45
46-55
56-65
Village
Other city or UTS
Regional center
North
West
Center
South
East
Low
Below average
Average
Above average
I don't pay attention to who runs the Telegram channel, interesting content is
most important
I am mostly subscribed to Telegram channels of professional media, officials
and government agencies
Mostly subscribed to monitor Telegram channels to keep track of the security
situation during air raid alerts
I mostly consume information from the Telegram channels of famous bloggers
I mostly consume information from anonymous Telegram channels
Hard to say
56
%
40
24
14
10
4
10
I don't pay attention to who runs the
Telegram channel, interesting content is
most important
I am mostly subscribed to Telegram
channels of professional media, officials
and government agencies
Mostly subscribed to monitor Telegram
channels to keep track of the security
situation during air raid alerts
I mostly consume information from the
Telegram channels of famous bloggers
I mostly consume information from
anonymous Telegram channels
Hard to say

73
INTERESTING CONTENT ON THE INTERNET
Sample size: those who use the Internet, N= 1132 (2023). When you come across content on the Internet that evokes certain emotions, do you
usually...?
income level*, %
17
26
23
21
20
22
24
23
23
20
19
26
19
26
17
24
22
27
34
45
38
29
25
20
29
38
26
26
31
33
27
29
34
32
23
27
37
28
23
22
18
26
27
22
19
24
28
20
24
28
25
20
20
23
22
24
19
11
17
23
20
19
17
22
11
23
20
23
41
32
25
31
32
43
48
38
30
41
48
33
34
42
40
32
33
2
2
2
3
1
3
2
1
2
3
1
4
2
3
2
1
2
Men
Women
18–25
26–35
36–45
46–55
56–65
Village
Other city or UTS
Regional center
Low
Below average
Average
Above average
Repost (post on your page)
Send to friends/family
Discuss it with your friends and family
Look for more details
Show to reaction
Hard to say
56
%
36
31
25
22
20
2
Show no reaction
Send to friends/family
Discuss it with your friends and family
Repost (post on your page)
Look for more details
Hard to say

74
ARTIFICIAL INTELLIGENCE
Sample size: those who use the Internet, N= 1132 (2023). Do you use artificial intelligence systems?
income level*, %
20
22
11
18
18
25
30
29
20
15
36
24
13
30
21
20
13
16
8
20
15
11
9
3
9
11
15
8
6
17
5
8
12
23
14
9
36
12
10
4
1
7
11
14
15
6
14
5
8
11
22
10
9
19
12
7
6
5
6
11
12
6
6
13
6
11
8
16
34
32
24
33
33
35
36
30
36
32
26
39
30
31
34
35
26
10
14
7
8
16
13
13
12
13
11
8
13
12
15
11
13
5
Men
Women
18–25
26–35
36–45
46–55
56–65
Village
Other city or UTS
Regional center
Low
Below average
Average
Above average
Never heard of artificial intelligence
Yes, I use it in my work
Yes, I use it in my studies
Yes, I use it for other personal needs
No, because I don't need it
No, because I don't know how to use artificial intelligence
56
%
21
12
11
10
33
12
Never heard of artificial intelligence
Yes, I use it in my work
Yes, I use it in my studies
Yes, I use it for other personal needs
No, because I don't need it
No, because I don't know how to use
artificial intelligence

75
ARTIFICIAL INTELLIGENCE
Sample size: those who use the Internet, N= 1132 (2023). Do you think artificial intelligence can spread disinformation and generate false content?
income level*, %
18
14
21
17
15
13
12
22
17
12
15
15
15
18
31
24
27
33
29
21
24
19
27
30
28
25
28
30
15
9
23
14
11
9
6
10
8
16
7
11
13
19
37
53
30
36
45
57
58
49
49
42
50
50
45
34
Men
Women
18–25
26–35
36–45
46–55
56–65
Village
Other city or UTS
Regional center
56
%
15 27 12 46
No, artificial intelligence is not a threat
Yes, I know of cases where AI-generated falsehoods have been spread, but I would be hard pressed to identify them
Yes, but I have the skills to work with AI and regularly check the information
Hard to say

18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf

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18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf