1. Media Audience Survey
2012
Part 2. Media Literacy
Analytical Report
The research was commissioned by the Internews Ukraine Media
Project (U-Media) and made possible with the support of the
United States Agency for International Development (USAID). All
opinions are the responsibility of the research company InMind and
do not necessarily reflect opinion of USAID, Internews Network or
the US government.
January 2013
2. Contents
1.
2.
3.
4.
Research goals and objectives
Research design
Key findings on media literacy
Appendix: Crosstabs on Media Literacy
(gender/age differences)
2
3. Research goals and objectives
The U-Media project funded research aimed at
measuring the use of media in 10 regions of Ukraine
and studying citizens’ attitudes towards different types
of media.
The research quantified people’s satisfaction with all
types of regional and national media, consumer
preferences regarding different types of media, and
showed levels of consumption of different types of
media.
A special section on media literacy demonstrates
citizens’ perceptions of the hidden advertisement
(jeansa), the ability to recognize jeansa in regular
media content, awareness about owners of the
media, and changes in levels of people’s trust in the
media. Respondents were also asked if they were
aware of and ready for the switch to digital, and about
their awareness of the law on access to public
information.
The research findings for each region are
representative considering age and gender
breakdown.
3
4. Research design
Methodology : F2F survey
Geography: 10 regions of Ukraine, cities with population over 50 thousand
Fieldwork timeframes: 18.09 – 19.10. 2012
Research target audience: 18-65 years old, consumers of media, citizens of
regions
Total sample - 4047 (random sampling error makes less than 1,6%)
Sample (by regions):
Crimea
Kyiv region
Vinnytsya region
Donetsk region
Lviv region
Mykolayiv region
Zakarpattya region
Sumy region
Kharkiv region
Cherkasy region
400
417
403
407
404
407
404
403
402
400
Random sampling error for each region
doesn’t exceed 5%
4
5. Key Findings
1. Respondents indicated two key roles of media in the society: providing
news (48%) and securing citizens’ rights and freedoms (25%). In Crimea,
the entertainment role of media scores highly as a key media role (26%).
2. The majority of respondents (55%) trust national TV news the most, and
second place is taken by print media (38%), followed by the internet (35%) and
radio (31%). Over the last year, the level of trust in media did not change
significantly among users of those media, varying from 2.56 (print) to 2.69 (TV)
in accordance with the 4-point scale (1 – completely distrust; 4 – completely
trust).
3. 65% of respondents mentioned honesty/reliability and 44% named objectivity
as key requirements of professional media work.
4. 25% responded that freedom of speech has declined over last year. The most
negative estimation of the situation was given by respondents in Lviv region
(46%). Almost half of respondents (48%) did not notice any change in freedom
of speech over last year. Only 12% of respondents indicated that the situation
regarding freedom of speech has improved. The majority of respondents
who indicated positive changes in freedom of speech live in Kharkiv and
Zakarpattya regions (approximately 20% of respondents).
5
6. Key Findings (2)
Hidden advertisement
1. 49% of respondents are aware of paid media materials (hidden
advertisement, jeansa) in Ukrainian media and 27% think that they can
recognize them. The highest level of awareness was fixed in Crimea (61%),
Kyiv (60%), Cherkasy (59%), Vinnytsia (48%); the lowest – in Kharkiv (36%).
However, the highest percentages of those who recognize hidden
advertisement are in Cherkasy (36%), Kyiv (33%) and Lviv (31%).
2. Respondents could unerringly name the key criteria of jeansa – one-sided
promotion, absence of critique, biased reporting, obvious benefit to someone.
3. About one quarter of respondents (24%) are annoyed with hidden
advertisement but don’t know how to fight it. 9.7% of all respondents suggested
different ways to fights jeansa in media; however, only 1.2% take real actions to
fight against it.
6
7. Key Findings (3)
1. The majority of respondents (over 80%) demonstrated a low level of
awareness about media ownership, with awareness of owners of national
media - 13% and of regional media - 7%. The highest percentage
awareness of who owns the media was found in Zakarpattya (10%), Lviv
(9%), Kharkiv (9%) and Kyiv (8%); the lowest – in Cherkassy (2%).
2. Among the 11% of respondents who think that knowing who owns the is
important, 40% say it influences their level of trust in the media and 24%
state it helps them understand whose interests the media promotes.
3. A little over a third of respondents (36%) are aware of the law on access
to public information coming into effect. However, 8% of them said they
are going to test the law themselves by filing an information request. The
highest level of awareness was found in Lviv (42%), Kyiv (41%), Vinnytsia
(41%) and Sumy (40%), and the lowest in Mykolaiv (28%).
4. More than 70% of respondents are aware of Ukraine’s plan to switch to
digital broadcasting by 2015. At this, more than a half (62%) of
respondents aware of changeover to digital television, but still haven’t
taken any actions to get ready for the changeover to digital format.
7
9. Role of media in society
•
•
Society’s key expectation from media is the provision of news. Understanding of other functions of
media is rather low.
Approximately one third of respondents in the regional centers of Kyiv, Lviv, Donetsk, Cherkasy and
Mykolayiv feel the media should also pay attention to following citizen interests.
Provide news
48%
Monitor citizen interests being followed
25%
Entertain the audience
7%
Educate the population
6%
Inform about products and services, promotions
and events
6%
Other
Hard to say
Question: How do you think, what is the main role of media in society?
2%
6%
N=4047, total sample
9
10.
Monitor citizen interests being followed16% 11%
60%
18%
59%
8%
30%
Entertain the audience 7%
5%
3%
12%
4%
Educate the population 2%
4%
8%
6%
7%
4%
Inform about products and services,
4%
promotions and events
Hard to say 5%
4%
12%
3%
Question: How do you think, what is the main role of media in society?
10%
29%
46%
33%
45%
40%
33%
30%
Crimea
Mykolayiv
Lviv
46%
Donetsk
50%
Sumy
Zakarpattya
61%
Kyiv
Cherkasy
Provide news 65%
Kharkiv
Vinnytsya
Role of media in society
39%
16%
3%
5%
5%
4%
26%
9%
7%
6%
6%
8%
8%
4%
10%
1%
6%
9%
8%
4%
7%
4%
6%
4%
3%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
10
11. Level of trust towards news in media
•
•
Most of all respondents trust news provided by TV (55% of respondents)
The least level of trust is specific for news on the radio – it is trusted only by one third of respondents.
However, regarding radio, internet and print media, more than 1/3 of survey participants cannot
evaluate these sources at all.
TV
12% 7%
Print media
26%
35%
Internet
43%
Radio
44%
Hard to say
Rather trust
42%
8%
19%
6%
7%
13%
28%
15%
18%
Completely distrust
Completely trust
23%
10% 38%
12%
24%
55%
35%
6% 31%
Rather distrust
Question: To which extent do you trust towards NEWS, public political programs, provided by media?
Please specify for each type of media?
N=4047, total sample
12. Dynamics of trust scores
(direct comparison)
There are no considerable changes in scores of trust towards media. Total scores remain at the
average level; in general respondents trust television and the internet a little more.
2011
2012
4
3,5
3
2,69
2,55
2,5
2,6
2,56
2,56
2,5
2,69
2,61
2
1,5
1
TV
Radio
Print media
Internet
Average scores on 4-point scale where 1 –
completely distrust, 4 – completely trust
12
13. Level of trust towards news on TV: regional differences.
•
The lowest level of trust towards TV news is observed in Kyiv region – television as the source of
news is trusted by only 35% of respondents there.
•
The highest level of trust towards TV as the source of news is found in Kharkiv and Vinnytsya
regions (on average approximately 70% of respondents trust TV news).
Total sample
Kyiv
10%
23%
50%
15%
9%
Donetsk
Sumy
8%
13%
41%
5%
16%
17%
6%
10%
21%
49%
22%
8% 4%
Vinnytsya
6% 5%
Mykolayiv
7% 5%
23%
10% 4%
21%
55%
Lviv
Cherkasy
Crimea
Hard to say
9%
13%
8%
9%
17%
19%
Completely distrust
11%
64%
21%
14% 7%
59%
11%
Rather distrust
6%
5%
4%
38%
Rather trust
Completely trust
Question: To which extent do you trust towards NEWS, public political programs, provided by media?
Please specify for each type of media?
9%
55%
32%
10%
55%
13%
54%
Zakarpattya
18%
14%
47%
Kharkiv
14%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
13
14. Level of trust towards news on the radio: regional
differences.
•
The highest level of trust towards news and public political programs on the radio can be observed
in Cherkasy, Kharkiv, Lviv and Vinnytsya regions – on average approximately 40% of
respondents.
•
However, the lowest level of trust towards news on the radio is specific for Crimea and Mykolayiv
regions, where news on the radio is trusted by only 20% of respondents.
Total sample
Kyiv
46%
26%
Sumy
Vinnytsya
Kharkiv
Cherkasy
11%
16%
2% 12%
4%
34%
5%
4%
39%
14%
15%
6%
6%
4%
39%
16%
6%
6%
18%
35%
18%
7%
37%
3%
13%
28%
15%
59%
5%
18%
38%
39%
26%
31%
52%
Zakarpattya
Lviv
6%
4%
34%
Mykolayiv
67%
2% 10%
17% 3%
Donetsk
67%
3% 8%
20%
Crimea
Hard to say
44%
Completely distrust
Rather distrust
20%
16% 1%
20%
Rather trust
Completely trust
Question: To which extent do you trust towards NEWS, public political programs, provided by media?
Please specify for each type of media?
2%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
14
15. Level of trust towards news in print media: regional
differences.
•
Level of trust towards news in print media in all the regions is rather flat and locates within
the range of 35-50%.
Total sample
Kyiv
32%
Sumy
24%
Donestk
Lviv
Kharkiv
Crimea
Hard to say
28%
26%
Completely distrust
7%
21%
Rather distrust
6%
5%
30%
5%
3%
40%
22%
27%
Rather trust
1%
Completely trust
Question: To which extent do you trust towards NEWS, public political programs, provided by media?
Please specify for each type of media?
7%
6%
34%
22%
25%
37%
21%
5%
39%
9%
27%
43%
21%
5%
34%
15%
17%
7%
10%
39%
4%
15%
31%
21%
7%
29%
Zakarpattya
Cherkasy
7%
24%
12%
7%
47%
26%
33%
27%
5%
25%
20%
10%
39%
Mykolayiv
Vinnytsya
8%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
15
16. Level of trust towards news on internet: regional
differences.
•
The highest level of trust towards news on the internet is observed in Kharkiv region, where news
from the net is trusted by 45% of respondents.
•
In the other regions the level of trust towards news on the internet is rather flat and locates
within the range of 30-40%.
Total sample
Kyiv
49%
30%
Zakarpattya
11%
50%
4% 10%
Sumy
56%
2%
Vinnytsya
56%
Cherkasy
Crimea
Hard to say
48%
37%
Completely distrust
6%
15%
Rather distrust
13%
20%
3%
14%
23%
12%
35%
4% 9%
62%
8%
15%
4% 6%
41%
Mykolayiv
24%
3% 7%
58%
Lviv
13%
30%
53%
Donetsk
Kharkiv
6%
28%
10%
9%
12%
23%
7%
11%
22%
7%
3% 9%
13%
21%
20%
24%
Rather trust
3%
Completely trust
Question: To which extent do you trust towards NEWS, public political programs, provided by media?
Please specify for each type of media?
3%
30%
6%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
16
17. Requirements to news
•
The key required quality of news is honesty/reliability.
1st place
Honesty/reliability
2nd place
40%
Objectivity
25%
Complete presentation of
information
Timeliness
11%
8%
22%
16%
14%
Separation of facts and
4% 5% 6%
comments
10%
Question: To which requirements should news correspond in general?
4th place
5th place
25%
19%
11%
Precision
3rd place
18%
18%
17%
16%
17%
16%
24%
20%
28%
18%
6th place
8% 5% 4%
14%
8%
16%
8%
18%
31%
59%
N=4047, total sample
10%
12%
18. Perceptions of the changes regarding freedom of speech
•
•
25% of respondents indicate that during the last year the situation regarding freedom of speech in Ukraine
declined. The most negative evaluation of the situation regarding freedom of speech was given by citizens
in Lviv region – almost half of respondents (46%) indicated that the situation regarding freedom of speech
declined during the last year.
12% of respondents noticed improvement in freedom of speech in Ukraine. The largest share of
respondents having indicated positive changes regarding freedom of speech live in Kharkiv and
Zakarpattya regions (around 20% of respondents).
Total sample
16%
Kharkiv
16%
Zakarpattya
16%
Crimea
Mykolayiv
Vinnytsya
Donetsk
Cherkasy
18%
Lviv
Hard to say
48%
10%
18%
22%
47%
12%
17%
43%
26%
19%
10%
13%
61%
33%
12%
44%
24%
13%
14%
50%
8%
26%
19%
54%
28%
11%
12%
51%
15%
Sumy
Kyiv
25%
41%
41%
15%
9%
39%
46%
Declined
12%
6%
34%
Remained the same
Question: How, do you think, the situation regarding the freedom of media has changed
in Ukraine within the last year?
5%
Improved
N=4047, total sample
N=~400 in each region
18
19. Paid journalism. Awareness. Ability to recognize
•
•
Half of respondents (49%) are aware of the existence of paid journalism in Ukrainian
media. More than half of them (55%) think that they can recognize such information.
Thus, almost 27% of respondents declared they can recognize jeansa.
Hard to say
14,7%
I don't know
36,4%
N=1978
I know
48,9%
Question: Do you know that there is sometimes paid information appearing in media? Can you
recognize such (paid) materials?
I cannot
recognize
45,1%
I can recognize
54,9%
N=4047, total sample
19
20. Paid journalism. Awareness. Regional differences
•
The highest level of awareness of paid materials in
media is observed in Crimea, Kyiv and Cherkasy
regions – approximately 60% of questioned
respondents.
Hard to say
15%
I don't know
36%
I know
49%
Crimea
61%
Kyiv
Zakarpattya
46%
49%
12%
15%
14%
33%
31%
Question: Do you know that there is sometimes paid information appearing in media? Can you
recognize such (paid) materials?
13%
48%
37%
36%
14%
20%
43%
39%
Kharkiv
10%
5%
35%
39%
Donetsk
8%
47%
44%
Mykolayiv
28%
46%
Sumy
30%
48%
Lviv
32%
60%
59%
Cherkasy
Vinnytsya
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
20
21. Ability to recognize paid journalism. Regional differences
•
I cannot
recognize
45%
•
I can recognize
55%
The largest number of people able to recognize
paid information live in Lviv region – 68% of
those who are aware of such materials.
However, the smallest number of such respondents
live in Kharkiv region – 46%.
68%
Lviv
Zakarpattya
63%
32%
37%
Sumy
62%
38%
Cherkasy
61%
39%
Mykolayiv
59%
41%
N=184
N=158
N=177
N=235
N=160
Vinnytsya
56%
44%
N=194
Kyiv
55%
45%
N=243
Donetsk
Crimea
Kharkiv
N=150
49%
51%
48%
52%
N=242
N=145
46%
54%
- Significantly higher than total
- Significantly lower than total
21
22. Ability to recognize paid journalism. Regional differences
•
•
Not aware
Can recognize
51,1%
26,9%
The largest number of respondents able to
recognize paid materials live in Cherkasy, Kyiv
and Lviv regions – more than 30% of respondents
can recognize such materials.
Respondents who were the least aware of the issue
of paid journalism live in Donetsk and Kharkiv
regions.
Cannot
recognize
22,0%
Cherkasy
36%
Kyiv
33%
Lviv
31%
Crimea
23%
14%
27%
Zakarpattya
Mykolayiv
Donetsk
Kharkiv
17%
18%
16%
14%
16%
19%
20%
N=184
N=158
N=177
40%
N=235
N=160
56%
21%
25%
23%
40%
54%
32%
27%
Vinnytsya
27%
29%
Sumy
41%
N=194
52%
61%
N=243
61%
N=150
63%
N=242
64%
N=145
- Significantly higher than total
- Significantly lower than total
22
23. Paid journalism. Frequency in media
•
I cannot
recognize
45%
Respondents find paid journalism most often on
television – almost 70% of respondents see such
programming from time to time.
Such paid-for information is least common on the radio
– only a one-third of respondents indicated that
they hear jeansa on the radio often or from time to
time.
•
TV
N=1087
I can recognize
55%
23%
44%
20%
9%
4%
Often
From time to time
Print media
20%
31%
13%
19%
17%
Sometimes
Internet
16%
Radio 10%
24%
22%
12%
Question: How often do you meet such paid materials in national media?
20%
30%
21%
18%
26%
Haven't met
I don't read / I don't listen /
I don't watch
N=1978, aware of paid
journalism
23
24. Paid journalism. Attitude. Signs.
•
•
For one third of respondents (34%) the problem of paid materials is irrelevant, since such materials
are recognized and therefore disregarded.
Only 1% of respondents indicated that they fight actively against paid journalism.
33,8%
I am annoyed with this problem, but I don't
know how I could fight it.
24,0%
13%
13%
No critique / only positive feedbacks
11%
The information presentation is biased
This problem is irrelevant to me: I know
about such materials and I assume that they
have a right to be.
This problem is irrelevant to me, I almost
don't meet such materials.
By intuition
It resembles advertising/
Something/someone is promoted
This problem is irrelevant to me, since I
recognize such information and disregard it.
10%
20,3%
Someone's profit is obvious
I compare data / analysis
9,7%
9%
6%
Other
Hard to say
3%
Only negative feedback/ Only critique
1%
Other
I am annoyed with this problem and I actively
fight against it.
Emphasizing: long story about the
same thing
Often/ regular presentation of the
same information
2%
1,2%
3,3%
7,8%
Question: What is your attitude towards the problem of paid journalism in media?
Hard to say
N=1978, aware of paid journalism
N=1087, able to recognize
4%
29%
24
25. Kharkiv
Lviv
Crimea
Vinnytsya
Sumy
Cherkasy
Donetsk
Zakarpattya
Kyiv
Mykolayiv
Paid journalism. Attitude.
N=160 N=249 N=158 N=150 N=235 N=177 N=194N=242 N=184 N=145
This problem is irrelevant to me, since I recognize such
41% 38% 36% 36% 35% 34% 31% 29% 23% 23%
information and disregard it.
I am annoyed with this problem, but I don't know how I
18%
could fight it.
27% 16% 15%
This problem is irrelevant to me: I know about such
materials and I assume that they have a right to be.19% 13%
This problem is irrelevant to me, I almost don't meet
10%
such materials.
41% 19% 16%
23% 23% 10% 11%
12% 15%
9%
9%
1%
2%
3%
26% 13%
8%
7%
7%
2%
1%
Hard to say 8%
11% 17% 6%
35% 29% 18% 28%
2%
8%
I am annoyed with this problem and I actively fight
2%
against it.
4%
Question: How do you feel about the issue of paid / contract or unethical journalism?
30% 40% 22%
13%
13%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
25
26. N=74
By intuition 30%
It resembles advertising/ Something/someone is
5%
promoted
4%
3% 6% 8%
4%
2%
18% 5%
11%
The information presentation is biased 7%
5%
1%
15% 7%
Someone's profit is obvious 4%
7%
13%
7%
Emphasizing: long story about the same thing 4%
5%
Often/ regular presentation of the same
1%
information
1%
3%
Only negative feedback/ Only critique
Other 5%
Hard to say 20%
Lviv
Sumy
N=94 N=144 N=137 N=108 N=100 N=66 N=166 N=110 N=126
20% 14% 12% 11% 11% 9%
9%
7% 5%
26%
No critique / only positive feedbacks14%
Crimea
Kharkiv
Zakarpattya
Vinnytsya
Kyiv
Cherkasy
Mykolayiv
Donetsk
Paid journalism. How respondents recognize it.
7%
17%
9%
4%
9%
15% 6%
8%
8%
2%
12%
1%
7%
14%
1%
4%
4%
3%
2%
12%
2%
4%
5%
4%
3%
5%
2%
3%
1%
8%
2%
1%
1%
1%
1%
4%
21%
64% 19%
55% 5%
11%
5%
49% 33%
9%
37%
Question: What are the cues that help you to distinguish paid journalism?
2%
2%
5%
40%
61%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=400 in each region
26
27. Paid journalism. Actions
•
Readiness to take real steps regarding emergence of «paid materials» is minimal.
Although in general, participants in the survey have specific ideas about what one could
do in such situations.
I should do something N=891
I do something, N=1087
Nothing
41%
Addressing a public organization which is related to
questions of media
82%
10%
2%
Addressing other media for them to spotlight the
problem
10%
3%
Filing a complaint to television and radio
broadcasting committee
9%
Filing a complaint to commission on ethics of
journalism
Independent development of publication of an article
drawing attention to the problem
8%
7%
Other
3%
26%
1%
1%
2%
2%
Hard to say
Question: How do you think, what should be done when people meet paid or unethical
journalism in media? What do you do?
9%
27
28. Addressing other media for them to spotlight the
8%
problem
6%
6%
5%
4%
Addressing a public organization which is
6%
related to questions of media
2%
3%
1%
2%
3%
2%
4%
1%
2%
Independent development of publication of an
article drawing attention to the problem
Filing a complaint to television and radio
3%
broadcasting committee
Filing a complaint to commission on ethics of
journalism
Nothing 56%
- Significantly higher than total
- Significantly lower than total
Hard to say 26%
1%
84%
8%
10%
5%
Question: How do you think, what should be done when people meet paid or unethical
journalism in media?
Cherkasy
Sumy
N=147 N=163
2%
2%
1%
2%
1%
1%
1%
2%
1%
1%
2%
72% 81%
3%
Kyiv
Crimea
N=181 N=177 N=150 N=151 N=237 N=232 N=228
Donetsk
Zakarpattya
Vinnytsya
N=132
Lviv
Kharkiv
Mykolayiv
Paid journalism. Declared actions.
1%
1%
1%
69%
3%
87% 88% 87% 82%
17% 7%
5%
8%
N=4047, total sample
11%
2%
77%
14%
28
29. N=137
N=116 N=144 N=108 N=74
Filing a complaint to commission on ethics of
1%
journalism
1%
Addressing a public organization which is
2%
related to questions of media
N=110 N=126
1%
3%
Nothing
- Significantly higher than total
- Significantly lower than total
2%
6%
88% 87% 87% 84%
Hard to say 5%
7%
8%
Question: What do you do when meet paid or unethical journalism in media?
8%
Kharkiv
Zakarpattya
2%
1%
1%
1%
3%
2%
3%
2%
2%
Addressing other media for them to spotlight the
2%
problem
N=100 N=66
2%
1%
Independent development of publication of an
1%
article drawing attention to the problem
Lviv
Sumy
Mykolayiv
N=94
1%
Filing a complaint to television and radio
1%
broadcasting committee
Donetsk
Vinnytsya
Cherkasy
Crimea
Kyiv
Paid journalism. Real actions.
2%
2%
3%
4%
1%
5%
1%
6%
4%
82%
11%
81%
5%
77%
14%
3%
6%
8%
72% 69% 56%
10%
N=4047, total sample
N=400 in each region
17%
26%
29
30. Owners of media. Awareness.
The majority of respondents (more than 80%) were not aware of who owns the
media – national or regional.
Owners of national TV channels
Of some Hard to say
6%
5%
Aware
7%
Not aware
82%
Question: Are you aware of the owner of the media?
Owners of regional media
Of some
2%
Hard to say
7%
Aware
5%
Not aware
86%
N=4047, total sample
30
31. Owners of national media. Awareness.
Total sample
Lviv
7% 6%
82%
13% 5%
Kyiv
9%
9%
7%
79%
6%
76%
7%
Zakarpattya
5%
5%
14%
72%
Cherkasy 5% 10%
82%
Sumy 4% 7%
86%
2%
86%
2%
87%
2%
86%
3%
Vinnytsya 3% 9%
Donetsk
Mykolayiv
7% 4%
5% 6%
Crimea 4%3%
88%
Kharkiv 1%
4%
Aware
4%
4%
14%
81%
Of some
Not aware
Hard to say
Question: Are you aware of who exactly owns national TV channels?
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
31
32. Owners of regional media. Awareness.
Total sample 5%2%
Lviv
8% 1%
Zakarpattya
86%
7% 3%
Kyiv
7%
82%
8%
15%
76%
6% 2%
86%
Kharkiv 4% 5%
6%
15%
76%
Crimea 3%5%
87%
6%
92%
3%
4%
Vinnytsya 2%
1%
94%
3%
Mykolayiv 2%
1%
96%
2%
95%
4%
Sumy 3%
3%
Donetsk 3%
1%
92%
1%
Cherkasy 1%
Aware
Of some
Not aware
Hard to say
Question: Are you aware of who exactly owns regional media (in your city/region), which you
regularly read/watch/listen to?
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
32
33. Owners of media. Importance.
•
Only 10% of respondents said that information about owners of media is important, since
it indicates whether the given media can be trusted or not (this group makes up 40% of
those who consider it important to know about who owns the media).
To know whether it can be trusted
N=454
To know whom they promote / who
they work for
24%
Interesting / Just want to know this
Not important
81%
Hard to say
8%
Important
11%
40%
15%
Other
Hard to say
Question: How important for you to know who owns the media? Why is it important to you?
3%
20%
N=4047, total sample
33
34.
To know whether it can be trusted 67%
To know whom they promote / who they work for15%
51%
48%
33%
30%
N=57
N=75
46%
25%
44%
6%
8%
36%
36%
30%
20%
30%
16%
12%
Hard to say10%
44%
37% 19%
Interesting / Just want to know this10%
N=25
22%
11%
9%
6%
7%
5%
28%
Donetsk
Kyiv
N=27
Zakarpattya
Lviv
N=63
Sumy
Vinnytsya
Crimea
N=49 N=33
Cherkasy
N=39
Mykolayiv
Kharkiv
Owners of media. Why it is important to know who owns the
media.
N=44 N=18
17%
56%
17%
27%
44% 9%
4%
22%
39% 17%
- Significantly higher than total
- Significantly lower than total
Question: How important for you to know who owns the media? Why is it important to you?
34
35. The law of access to public information. Awareness
Hard to say
7%
•
•
Not aware
57%
7,8%
Aware
36%
22,8%
Yes, I am definitely going to seize it
A little more than one third of respondents (36%)
said they are aware of the law of access to
public information coming into effect.
However only 8% said they are planning to
challenge it.
25%
Rather yes
25%
19%
Rather no
No, I am definitely not going to seize it
Question: Are you aware about the law of access to public information , which has
come into effect in 2011? Are you going to seize it?
N=4047, total sample
Hard to say
35
36. The law of access to public information. Awareness
•
In general the level of awareness about the law of access to public information is rather flat
in all regions and locates within the range of 30-40%.
Total sample
36%
59%
Lviv
42%
Kyiv
41%
5%
51%
52%
6%
7%
Vinnytsya
41%
Sumy
40%
56%
3%
39%
57%
4%
Zakarpattya
Cherkasy
57%
37%
Crimea
59%
30%
Donetsk
28%
Mykolayiv
28%
Aware
5%
66%
32%
Kharkiv
2%
3%
13%
56%
65%
69%
Not aware
7%
3%
Hard to say
Question: Are you aware about the law of access to public information, which has come
into effect in 2011?
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=~400 in each region
36
37. The law of access to public information. Readiness to
test it (seize it).
Total sample
Kyiv
Donetsk
7%
22%
10%
26%
Mykolayiv
10%
Lviv
9%
Cherkasy
6%
Crimea
6%
Vinnytsya
5%
12%
Yes, I am definitely going to seize it
31%
28%
Rather yes
12%
18%
18%
23%
21%
34%
18%
32%
Rather no
24%
No, I am definitely not going to seize it
Question: Are you going to seize the law of access to public information?
8%
26%
33%
15%
11%
26%
38%
19%
17%
27%
33%
20%
Kharkiv 4%
18%
34%
25%
23%
19%
28%
26%
Sumy 2%
19%
31%
25%
17%
31%
24%
23%
6%
25%
14%
27%
8%
Zakarpattya
29%
Hard to say
- Significantly higher than total
- Significantly lower than total
37
38. Digital terrestrial television. Awareness.
•
More than 70% of respondents are aware about the complete changeover to digital
television T2 by year 2015. However, more than half (62%) of those aware of the
changeover to digital format so far haven’t taken any steps to prepare for the
changeover to digital format.
I plan to purchase a decoder
I have already bought a decoder
Not aware
24%
Aware
76%
20,6%
11,9%
N=3085
I have applied for a subsidy decoder
4,1%
I have already received a subsidy decoder
from the state
1,6%
None of the abovementioned
Question: Are you aware that Ukraine should make a complete changeover to DIGITAL
TERRESTRIAL TELEVISION T2 by year 2015?
61,9%
N=4047, total sample
38
39. Digital terrestrial television. Purchase of decoder.
•
•
Most purchasers of a digital decoder live in Kyiv region – 22%. The smallest number
of digital decoder owners live in Mykolayiv and Kharkiv regions – no more than 4%.
Only 2% of respondents have received a digital receiver subsidized by the state.
Total
9%2%
19%
5%
65%
I have received the subsidized
decoder
I plan to buy decoder
Kyiv
22%
Crimea
I have already purchased a decoder
11% 4%
Donetsk
10%3%
18%
10%
9%1%
22%
6%
Lviv
Vinnytsia
Zakarpattia
I have applied for the subsudy
decoder Оформил документы на
льготный декодер
Cherkasy
1% 15% 2%
23%
60%
2%
60%
59%
62%
8%3% 18%
4%
67%
8%2% 18%
6%
67%
7%3% 15% 3%
72%
Sumy 7% 5%5%
79%
Kharkiv 4%
0%
31%
2%
63%
Mykolaiv 3%
1%
Nothing from above mentioned
31%
4%
61%
Question: Which of the following options is the most relevant to you?
N=4047, total sample
39
40. Digital terrestrial television. Intention to join.
•
•
•
3%
Only 10% of respondents already use digital television. A strong willingness to join digital
television has been indicated by 11% of respondents.
Around 3% of respondents have no opportunity to join digital television. 15% of
respondents indicated that they are definitely not going to switch to digital television.
More than a third of respondents have not yet defined whether they are going to join
digital television or not.
15%
14%
29%
17%
11%
10%
No opportunity to join such format (no terrestrial television)
Definitely not going to join
Rather not going to join
I may join and I may not
Rather going to join
Definitely going to join
I already watch digital TV
Question: Do you plan to join digital television T2 during the next year?
N=4047, total sample
40
41. Digital terrestrial television. Intention to join.
Regional differences
•
The largest number of TV viewers who already use digital television live in Kyiv region – 15%
of respondents. The smallest number of respondents who already use digital TV live in
Mykolayiv region – around 3%.
I already watch digital TV
Total sample
Kyiv
Definitely going to join
Rather going to join
Crimea
Zakarpattya
Donetsk
I may join and I may not
Rather not going to join
Lviv
No opportunity to join such format
(no terrestrial television)
Sumy
17%
15%
7%
30%
15%
15% 14%
26%
20%
26%
14%
8% 10%
22%
10% 10%
16%
12%
30%
26%
8% 10%
9% 8%
8% 7%
4%
Mykolayiv 3% 13%
24%
17%
11%
13%
13%
4%
13% 5%
12% 3%
20%
4%
2%
16% 1%
17%
Question: Do you plan to join digital television T2 during the next year?
18%
23%
17%
38%
13% 3%
15%
34%
36%
15% 2%
15%
29%
18%
Vinnytsya 5% 7% 12%
15%
34%
16%
17% 4%
18%
24%
Kharkiv 4%6%
Cherkasy
Definitely not going to join
8% 9%
22%
15%
2%
16%
- Significantly higher than total
- Significantly lower than total
N=4047, total sample
N=400 in each region
41
42. Demography
Gender
Age
Education
Occupation
male
female
46%
54%
Younger than 25
25 to 35 years old
36 to 45 years old
46 to 55 years old
56 to 65 years old
17%
25%
22%
19%
17%
Higher complete
Vocational training
Secondary complete (10-11 school years)
College (after 10-11 school years)
Higher incomplete
Secondary incomplete
College (after 7-8 school years)
37%
30%
16%
7%
7%
1%
1%
Expert with higher education
Worker, farmer
Retired
Officcer (no higher education)
housekeeper
Student
Unemployed
Free-lancer
Self-employed
Militarist
22%
19%
17%
14%
8%
7%
5%
4%
2%
1%
42
43. Demography (2)
Marital status
Married/live together
63%
Single
21%
Divorced
10%
Widow/widower
We don't have sufficient funds to purchase food
Income
5%
5%
We have sufficient funds to purchase food, but it's difficult to purchase clothes
23%
It's difficult to purchase durable products (TV-set, fridge) for us
55%
It's difficult to purchase really expensive things for us
13%
Size of household
9%
2
27%
3
35%
4
21%
5
5%
6
2%
7 and more
Children
1
1%
No children under 18
59%
Cildren of 0-6 years old
22%
Children of 7-18 years old
24%
43
45. 18-25
years old
N=707
26-35
years old
N=1003
36-45
years old
N=877
46-55
years old
N=763
56-65
years old
N=698
57%
56%
61%
61%
61%
30%
32%
32%
33%
41%
33%
35%
40%
Female
N=2174
Male
N=1873
Trust towards media
TV
58%
Radio
34%
60%
Regional
38%
Print media
Internet
National
36%
58%
TV
Radio
34%
Print media
38%
Internet
35%
N are weighted based on general population
30%
60%
30%
40%
30%
54%
43%
57%
59%
32%
32%
53%
30%
43%
38%
25%
60%
60%
33%
34%
35%
40%
42%
37%
25%
42%
29%
31%
46%
13%
60%
31%
44%
12%
- Significantly higher than total
- Significantly lower than total
45
46. How do you think the situation
regarding the freedom of media
has changed in Ukraine within the
last year?
Declined 25%
26% 23%
48% 47%
Remained the same
18-25
years old
N=707
26-35
years old
N=1003
36-45
years old
N=877
46-55
years old
N=763
56-65
years old
N=698
Female
N=2174
Male
N=1873
Freedom of speech. Paid journalism
23%
24%
48% 40% 49%
27%
24%
48%
51%
Improved
12% 11%
12% 16% 11%
9%
11%
Hard to say
16% 16%
17%
16%
14%
Can you recognize such (paid) materials from
ordinary news information?
N are weighted based on general population
62%48%
45%
N=315
46%
N=352
N=450
N=517
46% 49% 52% 51%
N=1009
AWARE:
52%
N=907
appearing in media which is concealed to apper like
ordinary news?
N=344
Paid journalism Do you know that there is sometimes paid information
22% 15%
49%
54% 63% 51%
- Significantly higher than total
- Significantly lower than total
55%
46
47. 56-65
years old
N=175
46-55
years old
N=180
36-45
years old
N=285
26-35
years old
N=280
18-25
years old
N=168
Female
N=489
Male
N=598
Signs of paid information
By intuition
11% 13%
8%
10%
11%
15%
15%
No critique / only positive feedbacks
12% 11%
11%
13%
9%
11%
14%
It resembles advertising/Something/someone is promoted
9%
8%
7%
10%
10%
8%
6%
Someone's profit is obvious
8%
7%
8%
9%
9%
6%
5%
I compare data / analysis
8%
7%
6%
8%
6%
6%
9%
The information presention is biased
7%
6%
6%
4%
8%
6%
8%
Emphasizing: long story about the same thing
4%
3%
5%
4%
2%
2%
5%
Often/ regular presentation of the same information
2%
4%
2%
5%
2%
6%
2%
Only negative feedback/ Only critique
1%
2%
1%
1%
3%
2%
2%
Other
2%
2%
3%
2%
3%
2%
2%
Hard to say
N are weighted based on general population
39%
38%
47%
36%
39%
37%
35%
- Significantly higher than total
- Significantly lower than total
47
48. 63%
Radio
31%
23%
Internet
40%
30%
60%
58%
56-65
years old
N=175
TV
50%
41%
46-55
years old
N=180
47%
36-45
years old
N=285
50%
26-35
years old
N=280
Print media
18-25
years old
N=168
Female
N=489
Male
N=598
Paid journalism. Frequency
51%
49%
47%
63%
27%
33%
N are weighted based on general population
54%
57%
66%
26%
20%
34%
26%
45%
64%
24%
19%
- Significantly higher than total
- Significantly lower than total
48
49. This problem is irrelevant to me, I almost don't meet such
materials.
10% 9%
15%
11%
5%
11%
56-65
years old
N=315
46-55
years old
N=352
36-45
years old
N=450
26-35
years old
N=517
18-25
years old
N=344
Female
N=1009
Male
N=907
Attitude towards paid journalism
7%
This problem is irrelevant to me, since I recognize such
information and disregard it.
35% 33%
36%
This problem is irrelevant to me: I know about such materials
and I assume that they have a right to be.
21% 20%
I am annoyed with this problem, but I don't know how I could
fight it.
38%
37%
20%
23%
25% 23%
19%
I am annoyed with this problem and I actively fight against it.
1%
1%
Hard to say
7%
9%
27%
28%
22%
21%
15%
18%
25%
26%
1%
2%
0%
2%
2%
6%
7%
8%
9%
9%
35%
N are weighted based on general population
- Significantly higher than total
- Significantly lower than total
49
50. 56-65
years old
N=141
46-55
years old
N=172
36-45
years old
N=166
26-35
years old
N=237
18-25
years old
N=176
Female
N=520
Male
N=372
Paid materials. Declared actions
Filing a complaint to commission on ethics of journalism
6%
10%
12%
8%
12%
3%
5%
Filing a complaint to television and radio broadcasting
committee
5%
12%
11%
9%
7%
8%
10%
Addressing a public organization which is related to
questions of media
9%
10%
11%
9%
9%
15%
Independent development of publication of an article
drawing attention to the problem
1%
2%
1%
2%
2%
0%
1%
Addressing other media for them to spotlight the
problem
11%
9%
10%
9%
9%
15%
5%
Nothing
38%
43%
Hard to say
31%
21%
N are weighted based on general population
37%
21%
41%
41%
29%
26%
3%
41%
23%
46%
26%
- Significantly higher than total
- Significantly lower than total
50
51. 56-65
years old
N=175
46-55
years old
N=180
36-45
years old
N=285
Female
N=489
26-35
years old
N=280
Male
N=598
18-25
years old
N=168
Paid materials. Real actions
Filing a complaint to commission on journalist ethics
1%
0%
2%
0%
1%
0%
0%
Filing a complaint to committee of television and radio
0%
1%
0%
1%
1%
0%
0%
Addressing a public organization which is related to
questions of media
1%
3%
3%
2%
2%
0%
3%
Independent preparation of publication an article
drawing attention to the problem
2%
2%
3%
2%
1%
4%
1%
Addressing other media for them to spotlight the
problem
2%
4%
4%
2%
5%
1%
2%
Nothing
Hard to say
N are weighted based on general population
84%
8%
79%
10%
83%
3%
86%
6%
84%
8%
76%
16%
76%
14%
- Significantly higher than total
- Significantly lower than total
51
52. 56-65
years old
N=698
46-55
years old
N=763
36-45
years old
N=877
26-35
years old
N=1003
18-25
years old
N=707
Female
N=2174
Male
N=1873
Owners of media
Aware
5%
7%
9%
6%
7%
6%
7%
4%
2%
5%
7%
6%
7%
Aware
7%
3%
4%
6%
6%
4%
3%
Of some
Awareness of regional media
9%
Of some
Awareness of TV channels
3%
2%
1%
3%
2%
2%
3%
12%
10%
11%
11%
13%
How important it is to know
12% 10%
Why it is important
N=229
To know whether it can be trusted
36%
N=224
44%
N=84
16%
N=104
N=97
36%
39%
N=82
N=87
60%
49%
To know whom they promote / who they work
for
30% 18%
27%
29%
27%
14%
21%
Interesting / Just want to know this
13% 17%
22%
22%
7%
7%
15%
Hard to say
20% 21%
34%
15%
19%
20%
15%
N are weighted based on general population
- Significantly higher than total
- Significantly lower than total
52
53. 56-65
years old
N=698
46-55
years old
N=763
36-45
years old
N=877
26-35
years old
N=1003
18-25
years old
N=707
Female
N=2174
Male
N=1873
Law of access to public information
Aware about the law of access to public information, which has
come into effect in 2011?
42% 33%
32%
37%
40%
38%
34%
Going to seize the law of access to public information?
27% 29%
30%
31%
31%
28%
24%
N are weighted based on general population
- Significantly higher than total
- Significantly lower than total
53
54. Already joined
Plans to join
Plan to join
Decoder
76%
80%
11% 9%
13%
30% 27%
29%
10%
I plan to purchase a decoder
I have applied for a subsidy decoder
None of the abovementioned
N are weighted based on general population
1%
76% 78%
8%
29%
N=1478 N=1607 N=498 N=764
I have already bought a decoder 13% 11%
15%
12%
I have already received a subsidy decoder from the
state
56-65
years old
N=698
70%
46-55
years old
N=763
36-45
years old
N=877
79% 74%
26-35
years old
N=1003
Aware
18-25
years old
N=707
Awareness
Female
N=2174
Male
N=1873
Digital terrestrial television
12%
8%
31%
25%
26%
N=702
N=577
N=544
11%
14%
8%
1%
1%
2%
1%
3%
22% 19%
21%
21%
25%
19%
16%
4%
1%
3%
4%
3%
9%
60%
2%
5%
63%
61%
63%
59%
62%
- Significantly higher than total
- Significantly lower than total
64%
54
