The British public still consider traditional media brands to be far more trustworthy than blogs, according to a survey commissioned by interactive marketing company Telecom Express .

The research, which asked 1,000 people the percentage of information they believed to be accurate from various sources, gave television the highest score.

TV scored 66%, as well as coming top when people were asked to say with which organisations they felt the closest affinity.

Surprisingly, radio (55%) came below national newspapers (63%) in the survey, but above websites, which scored only 36%.

The survey also indicated that people trust just 24% of the information they receive from blogs, making them the least trusted medium.

The results aren't really surprising, although researchers won’t be able to separate different media in this way for much longer.

A separate survey commissioned by Reuters backs up these findings, which we expect will change dramatically over the next decade.


Published 22 August, 2006 by Richard Maven

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