april 2019 news consumption survey

News Consumption SurveyCanadian Journalism Foundation - Final Report

APRIL 2019

2

Our approach online survey

(unweighted)

Atlantic (AC)

Quebec (QC)

Ontario (ON)

Prairies (MB/SK)

Alberta (AB)

British Columbia (BC)

2359

155

577

910

155

261

301

Length of interview 12 minutes

Field dates April 3rd – 8th, 2019

About the survey

3

The following characteristics provide some insight as to the tracking and demographic analysis featured throughout

the deck.

• The Shattered Mirror involved public opinion research conducted by Earnscliffe in 2016 on behalf of the Public

Policy Forum and the Canadian Journalism Foundation regarding news, democracy and trust in the digital age.

• Edelman's Trust Barometer is an annual report measuring thoughts and opinions concerning the state of trust

individuals have of businesses, governments, NGOs, and the media.

• The generational segments featured throughout the report are based on the following age distributions:

Foreword

Segment Years

Traditionalists Born 1945 and before

Baby Boomers 1946 – 1964

Generation X 1965 – 1976

Millennials 1977 – 1995

Generation Z Born 1996 and after

4

• The majority of respondents (79%) follow the news very or somewhat closely. The older a respondent is, the more likely they were to follow the news closely. ⎻ While 60% of respondents get their news online, an almost equal portion (59%) get their news from the television and a third of

respondents (31%) rely on both television and online for their news. Only 12% of respondents rely solely on magazines and/or newspapers to get their news.

⎻ Two thirds (62%) of respondents who get their news online rely on TV, newspaper and magazine websites; another 58% rely on social media sites.

⎻ Consumers were split almost evenly about how they come across their news. However, four in five traditionalists (83%) were specifically looking for news compared to 2/3rds of generation Z who were doing something else when they came across news.

• The majority (67%) believe that news that is available on TV, newspapers and magazines is similar to news that is available online.⎻ While those who believe online and offline news is different are still in the minority, their number has almost doubled since 2016.

⎻ Half of respondents (48%) view the professionalism and objectivity of the people who write for media like television, newspapers and magazines as the same as those who write exclusively for online. The number who think the quality of online journalism is worse increases as age increases. Also, the number who think traditional journalism is better (34%) has dropped somewhat (from 38%) in2016.

⎻ That said, respondents were much more trusting of traditional news sources such as television (70%), radio (68%), and newspapers and magazines (64%) than social media (16%).

• 4 out of 10 consumers (40%) feel either not very confident or not confident at all in their ability to always tell the difference between accurate/real news stories and news stories containing misinformation and fake news.

Key Takeaways

5

• Approximately 1/3rd of all consumers try to confirm the accuracy of news information either all (10%) or most of the time (24%).

⎻ Nearly half (48%) of respondents agree they are not sure what is true and what is not.

⎻ Confusion about journalism authenticity has increased by more than 10% since 2018 (from 63% to 74%).

⎻ Those who are not confident in their ability to detect fake news are also more likely to forward a story to a friend they respect to see if it contains misinformation.

• A quarter of respondents (23%) share or forward news items. Reasons for this include finding it interesting, to inform

others, and because they find it relevant.

⎻ Reasons for not sharing include not wanting to push views on others, not having social media, and wanting to let others have (or follow) their own interests.

• Sources most found to contain a lot of misinformation and fake news include social media sites (42%), links received via email (29%), and messages sent by friends (28%).

⎻ The most concerning examples of fake news and misinformation are stories that put health at risk by spreading wrong information about medical risks and benefits.

• Three quarters (74%) are in support of of new regulatory measures that would make it easier to separate and determine what is real or fake on the internet.

⎻ Those who get their news from newspapers or magazines are slightly more supportive (80%) of regulatory measures, than those who get their news online (74%).

⎻ The plurality (44%) think an independent panel from the Canadian Journalism sector should have the primary responsibility. This number increases to 57% among traditionalists, and drops to 30% among generation Z.

Key Takeaways

News Consumption Behaviour

7

Overall News Consumption

The majority of respondents (79%) follow the news very or somewhatclosely. The older a respondent is, the more likely they were to follow thenews closely.

Overall, would you say you follow the news very closely, somewhat closely, not very closely or not at all?

17%

23%

27%

36%

38%

27%

28%

52%

53%

52%

50%

48%

54%

51%

25%

18%

15%

13%

13%

16%

16%

6%

6%

6%

2%

2%

3%

4%

1%

1%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

2016 Total

2019 Total

Very closely Somewhat closely Not very closely

Not at all closely DK/NR

Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: Total sample, n=1,509. Fieldwork September 22nd – October 2nd, 2016.

8

News Consumption

Channels Where did you get news yesterday ...?

60%

59%

34%

26%

3%

Most respondents rely on online and television channels to get theirnews as opposed to radio, newspapers, or magazines. However, bothonline and television consumption has decreased somewhat since 2016.

2016

64%

62%

34%

41%

3%


9

News Consumption


28%

31%

29%

12%

A third of respondents (31%) got their news yesterday from both onlineand television. Almost equal numbers used television (28%) or onlineonly (29%) to get their news.

Base: ONLINE: Total sample, n=2359. Fieldwork April 3rd - 5th, 2019.

Traditionalists Baby Boomers

Gen X

Millennials Gen Z

55% 34% 29% 19% 15%

30% 41% 32% 26% 21%

7% 15% 29% 41% 49%

8% 10% 10% 14% 15%

10

News Consumption


Older generations were more likely to get their news from the television,newspaper, magazines, and the radio. Whereas the younger thegeneration the more likely they are to get their news online.

Traditionalists Baby Boomers Gen X Millennials Gen Z

38% 57% 61% 67% 69%

86% 75% 60% 45% 36%

55% 29% 22% 18% 17%

38% 37% 37% 31% 22%

1% 2% 3% 4% 6%


11

Online News Consumption

Behaviour

Four in ten on-line news consumers (38%) use both mobile devices andcomputers to get the news. Mobile use has increased since 2016 whencomputers were the most common medium. Six in ten (58%) traditionalistsprefer computers compared to one in ten (11%) generation Z.

Did you get news on a desktop or laptop computer; on a mobile device like a cellphone or tablet; or on both?

Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF GOT NEWS ONLINE, n=958. Fieldwork September 22nd – October 2nd, 2016.

48%

39%

34%

26%

22%

24%

35%

41%

44%

39%

31%

19%

36%

38%

11%

17%

28%

43%

58%

40%

28%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

2016 Total

2019 Total

Mobile device (cellphone or tablet) Both

Computer (laptop or desktop) DK/NR

12

Preferred Sources of

Online News

Roughly two thirds (62%) rely on television, newspaper or magazinewebsites to get their on-line news, while over half (58%) use social mediasites. This has increased by 4% since 2016 where only 54% got their onlinenews on social media websites.

Did you get your online news …?

62%

58%

33%

27%

14%

14%

8%

Television, newspaper or magazine’s website

On a social media site

So-called digital news aggregator

Digital news site not operated by a TV

broadcaster, newspaper or magazine

Via email from a friend, family member or

colleague

Digital news site that specializes only in news

Digital site operated independently by an

organization and has a particular point-of-view

2016

71%

54%

-

-

12%

-

-


13

Preferred Sources of

Online News –Traditional

News versus Social Media

Sites

One in three participants (31%) get their online news from traditional newssites and social media sites. An equal portion use only traditional newssites, and a slightly smaller portion (26%) use only social media sites.

Did you get your online news …?

31%

31%

26%

12%

Used both

TV/Newspaper/Magazine website

Social media site only

Neither

Base: ONLINE: IF GOT NEWS ONLINE, n=1456. Fieldwork April 3rd - 5th, 2019.

14

Reason for Online News

Consumers were split almost evenly about how they come across theirnews. However, four in five traditionalists (83%) were specifically lookingfor news compared to 2/3rds of generation Z who were doing somethingelse.

When you got news online, were you specifically looking for news or was it because you saw it when you weredoing something else on the internet?

33%

50%

62%

65%

83%

60%

56%

65%

50%

36%

32%

17%

38%

42%

2%

1%

2%

2%

2%

2%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

2016 Total

2019 Total

I was specifically looking for newsI saw it when I was doing something elseDK/NR


15

Career Expectations

Half prioritize good pay. Around one-in-four want either work-life balance,a positive work environment, job security and benefits.

Q12. From the list below, which three do you most want out of a career?

51%

28%

24%

22%

22%

17%

15%

14%

13%

13%

11%

9%

8%

8%

6%

5%

5%

5%

5%

5%

4%

4%

1%

Good pay

Work-life balance

Positive work environment

Job security

Benefits

Freedom/flexibility

Intellectual challenge

Job opportunities in that field

Adventure (opportunity to travel)

Respect

Opportunity fo advancement

No requirement to move far away

A pension

Free job training

Competition

Prestige

Equal opportunity employer

Flexibility to change careers

Paid university education

Training

Physical challenge

Mentorship

DK/NR

Base: ONLINE: Total sample, n=2,031. Fieldwork March 5th-24th, 2019.

Reliability of News Sources

16

Comparative Quality of News

While two thirds (67%) of respondents still believe the news available ontelevision and in newspapers or magazines is similar than news availableonline, the amount of respondents who think they are different has almostdoubled since 2016.

Is the news that is available on television, newspapers and magazines identical, similar or different than thenews that is available online?

18%

17%

18%

13%

8%

9%

15%

62%

68%

65%

72%

67%

67%

67%

9%

8%

7%

7%

7%

15%

8%

10%

7%

10%

8%

19%

9%

10%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

2016 Total

2019 Total

Different Similar Identical DK/NR


17


and News Channels

The channel of news used has very little bearing on whether the consumerbelieves the news is different or similar on-line versus traditional channels.


14%

16%

16%

17%

72%

69%

71%

70%

7%

8%

8%

7%

7%

7%

11%

5%

Watched news on the television

Listened to radio news

Read a newspaper or magazine

Got news online



18


Based on Online News Source Used

Those who use digital news sites like Breitbart News were almost twice aslikely to find news that is available on television/newspapers andmagazines different than news found online, than those who got theirnews on a television, newspaper or magazine’s website.


16%

16%

20%

21%

21%

23%

29%

73%

71%

70%

68%

72%

69%

58%

8%

7%

6%

8%

6%

4%

7%

3%

6%

4%

4%

2%

4%

7%




Via email from a friend, family member orcolleague


Digital news site not operated by a TVbroadcaster, newspaper or magazine

Digital site operated independently by anorganization and has a particular point-of-view



19


There were conflicting responses as to how online news and traditionalnews are similar/different.

In what way is the news that is available on television, newspapers and magazines not identical from the newsthat is available online?

17%

11%

9%

6%

5%

4%

3%

3%

3%

Online is more detailed

The news/stories are the same

Less details

Cannot always trust news online

News online is more current

Different points of view

Less details

Online has more stories

Different format

*Only responses over 2% reported

11%

9%

8%

6%

6%

4%

4%

4%

4%

4%

3%

3%

3%

Online is more detailed

Less details

Cannot always trust news online

Online is less biased

Less local stories online

Online has more stories

More details

Different points of view

Online has more international stories

News online is more current

Can view only what interests me

Different stories

More biased online

Similar Different

Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.

20


– Traditional versus On-line

Would you say the professionalism and objectivity of the people who write and produce news stories for medialike television, newspapers and magazines is significantly better, somewhat better, the same, somewhat worseor significantly worse than the professionalism and objectivity of the people who write and produce newsstories exclusively for online?

8%

6%

9%

12%

12%

13%

9%

29%

23%

25%

24%

30%

25%

25%

42%

50%

50%

48%

47%

44%

48%

16%

11%

9%

7%

3%

6%

9%

2%

5%

3%

4%

1%

2%

4%

4%

5%

4%

5%

8%

10%

5%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

2016 Total

2019 Total

Significantly better Somewhat better The same

Somewhat worse Significantly worse DK/NR

Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1240. Fieldwork September 22nd –

October 2nd, 2016.

Half of respondents (48%) view the professionalism and objectivity of thepeople who write for media like television, newspapers and magazines asthe same as those who write exclusively for online. The number ofrespondents who think it is worse increases as age increases.

21


and Online News Sources

Would you say the professionalism and objectivity of the people who write and produce news stories for medialike television, newspapers and magazines is significantly better, somewhat better, the same, somewhat worseor significantly worse than the professionalism and objectivity of the people who write and produce newsstories exclusively for online?

3%

6%

7%

8%

8%

9%

10%

20%

23%

29%

25%

24%

27%

27%

41%

47%

43%

49%

49%

44%

48%

20%

17%

16%

13%

13%

12%

8%

13%

6%

4%

4%

5%

5%

4%

2%

2%

1%

2%

2%

2%

3%

Digital site operated independently by anorganization and has a particular point-of-view

Digital news site not operated by a TVbroadcaster, newspaper or magazine




Via email from a friend, family member orcolleague


Significantly better Somewhat better The same

Somewhat worse Significantly worse DK/NR


Those who use online news channels from traditional sources are 10%more likely to find the professionalism and objectivity of traditional newswriters better than those who write news stories exclusively for onlinecompared to those who use online digital sites such as Breitbart or Rabble.

22

Trust in News Respondents are much more trusting of traditional news sources such astelevision, radio, newspapers and magazines (including their websites).

Would you say that you completely trust, mostly trust, partially trust or do not trust the news that is …?

2016Top 2 Box %

69%

70%

66%

65%

-

-

-

13%

17%

15%

-

Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1476. Fieldwork April 3rd - 5th, 2019.Base: ONLINE: IF SIMILAR OR DIFFERENT AND OFFERING A VALID RESPONSE, n=1240. Fieldwork September 22nd –

October 2nd, 2016.

3%

2%

2%

3%

3%

4%

5%

13%

13%

14%

17%

13%

14%

16%

15%

20%

25%

30%

52%

51%

54%

53%

33%

46%

43%

47%

41%

44%

44%

28%

31%

26%

25%

31%

32%

30%

29%

18%

12%

10%

4%

4%

3%

4%

20%

6%

9%

6%

20%

16%

11%

2%

2%

3%

1%

From a digital site with a point of view

On social media sites

Received via email

Sent to you by a friend on social media

From a digital news site that specializes only in news

On a digital news site, not operated by traditional media

From a so-called digital news aggregator

On a television, newspaper or magazine’s website

In newspapers and magazines

On the radio

On television

Completely trust Mostly trust Partially trust Do not trust DK/NR

23

Traditional media’s website

Google News/Newswatch

Reddit/Huffington Post

iPolitics/Buzzfeed

Breitbart/Rabble.ca


Received via email

On television 71% 65% 61% 66% 49% 69% 64%

On the radio 69% 64% 61% 66% 51% 67% 59%

In newspapers and magazines 70% 65% 59% 68% 47% 65% 66%

Traditional media’s website 72% 66% 59% 64% 50% 66% 63%

Google News/Newswatch 37% 52% 40% 47% 37% 40% 40%

Reddit/Huffington Post 29% 34% 42% 46% 36% 33% 31%

iPolitics/Buzzfeed 23% 29% 29% 42% 34% 25% 31%

Sent to you on social media 17% 19% 20% 23% 20% 25% 33%

Breitbart/Rabble.ca 14% 17% 20% 25% 42% 19% 29%

On social media sites 15% 16% 17% 19% 13% 25% 29%

Received via email 16% 18% 18% 25% 24% 20% 32%


Trust in News Based on Online Channel Used YesterdayWould you say that you completely trust, mostly trust, partially trust or do not trust the news that is …? % COMPLETELY TRUST/MOSTLY TRUST

Online news channels used yesterday

Trusted news channel

24

Levels of Engagement

The majority of respondents (58%) never create and post their ownopinions on social media/online sites. Just over half (55%) read reviews andlisten to news information produced by major organizations at least once aweek.

How often do you do the following?


4%

7%

12%

32%

6%

13%

19%

23%

29%

53%

45%

36%

58%

26%

20%

8%

2%

1%

2%

2%

Create and post my own opinions or other

news/information content on social media platforms or

other online sites

Share or forward news items that I find to be interesting

Read news and information from major news

organizations sent to me by others or pushed to me on

a news feed, social network platform or application

Read, view or listen to news and information produced

by major news organizations or publications at the

original source

Daily/Several times a day Weekly/Several times a week

Occasionally/Several times a month I never do this

DK/NR

25

Motivations for Sharing News

Items

A little over a third of respondents (37%) who forward or share news itemsdo so because they find it interesting; nearly a quarter (22%) do so toinform others.

And what is the main reason why you share or forward news items to others?

Base: ONLINE: IF SHARE OR FORWARD NEWS ITEMS, n=1761. Fieldwork April 3rd - 5th, 2019.

37%

22%

7%

6%

5%

4%

19%

17%

Interesting

To inform others

Relevant

Awareness

Important

For conversational purposes

Other

DK/NR


26

Motivations NOT to Share

News Items

A little over one in ten (14%) report not sharing or using social media asreason for why they do not forward news items to others. Other reasonsinclude not wanting to push views onto others (15%); letting others followtheir own interests (10%).

And what is the main reason why you never share or forward news items to others?

Base: ONLINE: IF NEVER SHARE OR FORWARD NEWS ITEMS, n=598. Fieldwork April 3rd - 5th, 2019.

15%

14%

10%

9%

9%

7%

6%

4%

4%

3%

3%

15%

25%

Don't want to push my views on others

I don't share/use social media

Let others follow their own interests

Don't trust it

No interest

Don't feel it's necessary

No time

Can't be bothered

I don't like to

I have no friends

I respect their space

Other

DK/NR


27

Attitudinal Statements People have offered many views about news that can be found online compared to news that appears in non-

digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.

21%

21%

34%

56%

52%

53%

41%

34%

13%

18%

16%

4%

4%

1%

4%

1%

9%

7%

6%

4%

Getting news from friends or through social

media is all right but there are times when I

want to get news from organizations and

journalists that I know

The average person does not know how to

tell good journalism from rumour or

falsehoods

I don’t know what politicians to trust

We get more news, more quickly and

frequently today than we ever have in the

past

Strongly agree Agree Disagree Strongly disagree DK/NR

2016*/18**Top 2 Box %

93%*

56%**

63%**

80%*


Confusion about journalism authenticity has increased by more than 10%since 2018 (from 63% to 74%).

28

Attitudinal Statements

By GenerationPeople have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.

73%

74%

75%

91%

% Strongly agree/Agree


Confusion about journalism authenticity has increased by more than 10%since 2018 (from 63% to 74%).

We get more news, more quickly and frequently today than we ever

have in the past

I don’t know what politicians to trust

The average person does not know how to tell good journalism from

rumour or falsehoods

Getting news from friends or through social media is all right but there are times when I want to get

news from organizations and journalists that I know

98% 96% 89% 87% 84%

75% 75% 71% 77% 73%

71% 73% 68% 75% 80%

76% 77% 67% 75% 72%

29


People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. For each of the following statements, please indicate whether youstrongly agree, agree, disagree or strongly disagree.

8%

11%

12%

17%

19%

40%

32%

43%

60%

43%

38%

37%

34%

15%

24%

7%

9%

4%

2%

7%

7%

12%

7%

7%

8%

I’m not sure what is true and what is not

If more people are getting their news online

today, traditional media have no one to

blame but themselves

I don’t know which companies or brands to

trust

It’s becoming harder to tell if a piece of news

was produced by a respected media

organization

A day will come when we will get ALL of our

news online

Strongly agree Agree Disagree Strongly disagree DK/NR

2016*/18**Top 2 Box %

58%*

59%**

42%**

38%*

59%**


Who to trust appears to be on the increase, a lesser portion than in 2016stating ‘I don’t know which companies/brands to trust’, and ‘I’m not surewhat is true and what is not’.

30


By Generation People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers.

43%

48%

55%

62%

77%

% Strongly agree/Agree


Who to trust appears to be on the increase, a lesser portion than in 2016stating ‘I don’t know which companies/brands to trust’, and ‘I’m not surewhat is true and what is not’.

It’s becoming harder to tell if a piece of news was produced by a respected

media organization

A day will come when we will get ALL of our news online

I don’t know which companies or brands to trust

I’m not sure what is true and what is not

If more people are getting their news online today, traditional media have no

one to blame but themselves

86% 78% 73% 75% 78%

45% 54% 62% 69% 71%

62% 54% 54% 55% 55%

58% 47% 45% 47% 52%

36% 37% 41% 50% 46%

31




iPolitics/Buzzfeed

Breitbart/Rabble.ca


Received via email

We get more news, more quickly and frequently today than we ever have in the past

94% 94% 95% 92% 90% 92% 87%

I don’t know what politicians to trust 72% 72% 73% 69% 73% 76% 70%

Getting news from friends/social media is all right but I want to get news from organizations or journalists

75% 77% 79% 78% 82% 80% 80%

The average person does not know how to tell good journalism from rumour or falsehoods

75% 79% 79% 80% 84% 76% 76%

A day will come when we will get ALL of our news online

65% 69% 71% 75% 76% 72% 66%

It’s becoming harder to tell if a piece of news was produced by a respected media organization

77% 77% 78% 75% 74% 77% 78%

I don’t know which companies or brands to trust

51% 53% 54% 53% 56% 47% 54%

If more people are getting their news online today, traditional media have no one to blame but themselves

41% 49% 52% 53% 76% 49% 43%

I’m not sure what is true and what is not 41% 43% 46% 43% 43% 47% 54%

Attitudinal Statements Based on Online News Channels Used Yesterday


People have offered many views about news that can be found online compared to news that appears in non-digital media like television and newspapers. Foreach of the following statements, please indicate whether you strongly agree, agree, disagree or strongly disagree. % STRONGLY AGREE/AGREE

Views of news Views of news


Perceptions of Misinformation and Fake News

33

Encounters of Fake News

Over half of respondents (53%) have come across stories where the factswere twisted to push an agenda. A large proportion of respondents (46%)have also recently seen headlines that look like news but turn out to be ads.

In the last week, which of the following have you come across…?


53%

46%

40%

31%

31%

19%

Stories where facts are twisted to push an agenda or

particular point of view

Headlines that look like news but turn out to be advertising

Poor journalism

Stories that are completely made up for commercial,

political or ideological reasons

Stories that promote hatred or violence towards a

particular group in society

A story that was forwarded to you by someone you know

that contained misinformation or fake news

34




iPolitics/Buzzfeed

Breitbart/Rabble.ca


Received via email

Stories where facts are twisted to push an agenda or particular point of view

63% 67% 69% 70% 72% 60% 61%

Headlines that look like news but turn out to be advertising

54% 59% 57% 62% 57% 54% 59%

Poor journalism 50% 48% 62% 59% 56% 47% 48%

Stories that are completely made up for commercial, political or ideological reasons

38% 45% 45% 56% 61% 39% 45%

Stories that promote hatred or violence towards a particular group in society

37% 37% 42% 51% 45% 38% 41%

A story that was forwarded to you by someone you know that contained misinformation or fake news

24% 23% 26% 29% 25% 7% 7%

Encounters of Fake News Based on Online News Channels Used Yesterday


In the last week, which of the following have you come across…?

Examples of fake news


35

Willingness to Share Fake

News

Roughly two thirds (61%) report never sharing or forwarding a news storythat may have contained misinformation or fake news. The younger theconsumer however, the higher the likelihood of having shared orforwarded misinformation or fake news.

Have you ever shared or forwarded a news story that might have contained misinformation or was fake news?


Traditionalists Baby Boomers

Gen X Millennials Gen Z

7% 13% 17% 22% 27%

75% 67% 58% 55% 53%

18% 20% 25% 24% 20%

17%

61%

22%

YesNoDK/NR

Total

36

Evaluating News Sources When looking for news or information about politics and current events, how often, if ever, do you…?


2%

3%

3%

6%

7%

10%

6%

11%

9%

19%

20%

24%

57%

48%

38%

64%

39%

42%

26%

22%

31%

6%

19%

13%

7%

14%

17%

4%

13%

9%

2%

3%

3%

2%

2%

2%

Come across a story that completely changes your mind

about an issue or personality

Receive information from a friend that you think is inaccurate

or fake news

Check out new sources of information that you have never

used before

Come across something you completely disagree with

Try to confirm the accuracy of the information you came

across by checking a major offline news source

Try to confirm the accuracy of the information you came

across by checking another online news source that you trust

Always Most times Sometimes Hardly ever Never DK/NR

A third of participants have never, or hardly ever come across a story thatcompletely changes their mind about an issue or personality.

37

In each instance those who get their news from television were less likelyto use different techniques to evaluate news sources.

Television NewspaperMagazine

Radio Online

Check out new sources of information that you have never used before

50% 43% 44% 40%

Receive information from a friend that you think is inaccurate or fake news

39% 37% 35% 31%

Come across something you completely disagree with 32% 26% 29% 29%

Try to confirm the accuracy of the information you came across by checking a major offline news source

30% 25% 26% 27%

Try to confirm the accuracy of the information you came across by checking another online news source that you trust

24% 19% 17% 15%

Come across a story that completely changes your mind about an issue or personality

9% 8% 7% 7%

Evaluating News Sources

Based on News Channels Used

Yesterday


When looking for news or information about politics and current events, how often, if ever, do you…?% HARDLY EVER/NEVER

News channels used yesterday

Methods of evaluating news

38




iPolitics/Buzzfeed

Breitbart/Rabble.ca


Received via email

Check out new sources of information that you have never used before

38% 35% 24% 18% 10% 35% 24%

Receive information from a friend that you think is inaccurate or fake news

31% 28% 23% 18% 19% 27% 25%

Come across something you completely disagree with

26% 28% 25% 20% 18% 27% 19%

Try to confirm the accuracy of the information you came across by checking a major offline news source

23% 23% 20% 13% 17% 26% 22%

Try to confirm the accuracy of the information you came across by checking another online news source that you trust

12% 11% 7% 6% 3% 14% 8%

Come across a story that completely changes your mind about an issue or personality

6% 6% 4% 3% 8% 7% 7%

Evaluating News Sources Based on Online News Channels Used Yesterday


When looking for news or information about politics and current events, how often, if ever, do you…? % HARDLY EVER/NEVER

Methods of evaluating news

Online News Channels Used Yesterday

39

Prevalence of Fake News

On News Channels

Respondents are most likely to believe that there is a lot (42%) or some(37%) misinformation or on social media sites. Respondents are alsoskeptical about links received via email, and messages sent by friends.

From what you can tell is there a lot, some, not much or no misinformation or fake news on…?


10%

10%

12%

14%

15%

25%

28%

29%

42%

36%

33%

41%

39%

37%

31%

44%

39%

37%

38%

42%

23%

20%

17%

11%

13%

13%

9%

9%

10%

5%

5%

4%

6%

4%

4%

3%

7%

5%

20%

23%

27%

27%

12%

15%

9%

Television, newspaper or magazine’s websites

Traditional media

From a so-called digital news aggregator

Digital news site that is not operated by traditional media

From a digital news site that specializes only in news

Digital site with a point-of-view

Messages sent to you by a friend on social media

Links received via email

Social media sites

A lot Some Not much None DK/NR

40

Confidence in Distinguishing

Fake News Do you feel very confident, confident, not very confident or not confident at all that you can always tell thedifference between news stories that are accurate and real and news stories that contain misinformation andfake news?


7%

11%

10%

8%

5%

9%

47%

51%

47%

48%

45%

48%

37%

31%

31%

36%

40%

34%

4%

3%

6%

4%

9%

5%

5%

5%

7%

5%

2%

5%

Generation Z

Millennials

Gen X

Baby Boomers

Traditionalists

Total

Very confident Confident Not very confident Not at all confident DK/NR

40% of news consumers are either not very confident or not confident atall that they can always tell the difference between news stories that arereal and accurate from those that contain misinformation or fake news.

41

Reaction to Misinformation

or Fake News

When confronted with misinformation or fake news, the majority ofrespondents (58%) delete and forget about it. Nearly three in ten (29%) usea search engine to look up the topic and check other sources.

Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?


3%

5%

9%

21%

7%

8%

20%

37%

17%

22%

40%

26%

15%

20%

13%

6%

51%

36%

15%

6%

7%

8%

3%

4%

If you came across it on a social media site report it directly

to the social media company

Unfriend or delete the person or the source that was

sending you what appeared to be misinformation or fake

news

Use a search engine to look up the topic of the story and

check other sources

Delete and forget about it

Always Most times Sometimes

Hardly ever Never DK/NR

42


or Fake NewsBy Generation

Younger generations reacted to instances of fake news more frequentlythan older generations in every instance except the ‘deleting and forgettingabout it’ method.



27%

35%

69%

84%

% Always/Most times/Sometimes

Delete and forget about it

Use a search engine to look up the topic of the story and check

other sources

Unfriend or delete the person or the source that was sending

you what appeared to be misinformation or fake news

If you came across it on a social media site report it directly to

the social media company

88% 86% 85% 83% 82%

56% 66% 68% 76% 75%

28% 31% 32% 41% 42%

11% 14% 29% 38% 39%

43


or Fake News

Two thirds of respondents (67%) have never reported misinformation orfake news to government authorities.



2%

2%

2%

2%

4%

5%

7%

6%

11%

20%

21%

25%

11%

17%

16%

18%

67%

53%

51%

46%

5%

4%

4%

3%

Report it to government authorities who can make sure that

the source of the misinformation or fake news is shut down

Forward the story to a friend that you know will not agree

with the story’s content or conclusions

Forward it to others with a warning that the story contains

misinformation and fake news

Forward the story to a friend who you respect to see if they

think it contains misinformation or fake news

Always Most times Sometimes

Hardly ever Never DK/NR

44


or Fake NewsBy Generation

Traditionalists and Baby Boomers were half as likely to forward the fakenews stories to friends/others or report it to the government, compared toyounger generations such as Gen Z.Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…?


17%

27%

30%

31%

% Always/Mosttimes/Sometimes

Forward the story to a friend who you respect to see if they think it contains

misinformation or fake news

Forward it to others with a warning that the story contains misinformation

and fake news

Forward the story to a friend that you know will not agree with the story’s

content or conclusions

Report it to government authorities who can make sure that the source of

the misinformation or fake news is shut down

27% 24% 27% 40% 47%

20% 23% 28% 38% 40%

17% 15% 24% 35% 42%

10% 9% 16% 24% 25%

45

Television NewspaperMagazine

Radio Online

Delete and forget about it 85% 88% 87% 86%

Use a search engine to look up the topic of the story and check other

68% 71% 72% 78%

Unfriend or delete the person or the source that was sending you what appeared to be misinformation or fake news

37% 41% 38% 37%

Forward the story to a friend who you respect to see if they think it contains misinformation or fake news

31% 38% 35% 34%

Forward it to others with a warning that the story contains misinformation and fake news

30% 36% 31% 32%

If you came across it on a social media site report it directly to the social media company

27% 28% 29% 28%

Forward the story to a friend that you know will not agree with the story’s content or conclusions

26% 32% 27% 27%

Report it to government authorities who can make sure that the source of the misinformation or fake news is shut down

18% 21% 20% 17%


or Fake News Based on News

Channel Used Yesterday


Do you always, most times, sometimes, hardly ever or never do the following when you come across a newsstory that you think contains misinformation or fake news…? % ALWAYS/MOST TIMES/SOMETIMES

Reactions to misinformation and fake news

News channels used yesterday

46



Reddit/Huffington

Post

iPolitics/Buzzfeed

Breitbart/Rabble.ca


Received via email

Delete and forget about it 87% 87% 88% 86% 80% 86% 89%

Use a search engine to look up the topic of the story and check other

81% 81% 88% 87% 91% 81% 82%

Unfriend or delete the person or the source that was sending you what appeared to be misinformation or fake news

55% 55% 50% 44% 48% 56% 44%

Report it to government authorities who can make sure that the source of the misinformation or fake news is shut down

38% 40% 45% 54% 49% 41% 51%

Forward the story to a friend who you respect to see if they think it contains misinformation or fake news

32% 37% 40% 47% 52% 41% 55%

Forward it to others with a warning that the story contains misinformation and fake news

32% 34% 40% 45% 51% 37% 50%

If you came across it on a social media site report it directly to the social media company

28% 30% 33% 46% 47% 35% 38%

Forward the story to a friend that you know will not agree with the story’s content or conclusions

25% 26% 30% 36% 41% 33% 46%

Reaction to Misinformation or Fake News Based on Online News Channel Used Yesterday


Do you always, most times, sometimes, hardly ever or never do the following when you come across a news story that you think containsmisinformation or fake news…? % ALWAYS/MOST TIMES/SOMETIMES

Reactions to misinformation and fake news

Online news channel used yesterday

47

Concern about Misinformation

or Fake News

The plurality (83%) are most concerned with fake news or misinformationthat might put health at risk by spreading wrong information aboutmedical risks and benefits.

Some people have said they are concerned about the amount of misinformation and fake news that can befound or forwarded on the internet. Others have said they are not concerned. To what extent, if at all, are youconcerned about misinformation or fake news...?


39%

41%

42%

49%

50%

41%

39%

31%

32%

33%

12%

11%

14%

10%

9%

4%

4%

6%

5%

4%

5%

5%

6%

5%

4%

Resulting in people making poor decisions because they no

longer know what is true and what is not

Resulting in spreading false rumours that hurt an

organization or person’s reputation

Being used to recruit people into joining extremist groups

Being used to promote hatred or violence towards a

particular group in society

Putting health at risk by spreading wrong information about

medical risks and benefits

Very concerned Somewhat concerned Not very concerned Not at all concerned DK/NR

48

Concern about Misinformation

or Fake News


23%

27%

35%

37%

37%

38%

41%

38%

40%

39%

39%

33%

24%

20%

15%

13%

14%

17%

6%

7%

5%

5%

4%

7%

6%

9%

5%

7%

6%

6%

Looking like new headlines but in fact turn out to be

advertising

Resulting in people staying in their own “echo chamber” and

never being exposed to ideas or points of view that are

different than their own

Being used to sell products and services under false

pretenses

Leading to more polarization and division in society

Being used by organizations or individuals who want to

push an agenda or particular point of view to influence or

change public opinion

Being used by foreign governments to influence elections

Very concerned Somewhat concerned Not very concerned Not at all concerned DK/NR

Some people have said they are concerned about the amount of misinformation and fake news that can befound or forwarded on the internet. Others have said they are not concerned. To what extent, if at all, are youconcerned about misinformation or fake news...?

april 2019 news consumption survey

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