Television has been voted the media most likely to be trusted for quality news reporting.
A new poll for elephant communications - which asked 2,000 adults which types of news media they felt they could trust for quality reporting - reveals that national and local television and radio news took the top four places of the 22 media categories surveyed.
During the course of 2012, the biggest net gainers were local and regional media. Consumer trust in the quality reporting of local BBC radio rose from 17% to 29%, local papers rose to 23% and regional papers to 16%.
The study also revealed that trust remains a key driver behind people’s news choices, alongside quality content and convenience and there was broad support for many of the recommendations from Leveson enquiry.
Despite the proliferation of news platforms, the elephant research suggests that quality content remains a key driver behind people’s news preferences.
will be publishing annual highlights of it’s 2012 research series in January