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Study: Canadian media consumption

Toronto-based Kaiser & Partners has released the results of its third annual study of Canadian media consumption and trust. According to the survey, 53% of Canadians see established news media as the most trustworthy source of information. This represents a decline of seven percent since 2020. In addition, 36% of respondents between the ages of 18 and 34 believe traditional news media to be the most trustworthy information source, compared to 72% of respondents over the age of 55. Seventeen percent of 18-to-34-year-olds have moved to podcasts as their preferred source of information. Also, 63% of respondents cited the credibility of the media outlet as the most important factor in their trust level, followed by credibility of the reporter at 35% and the inclusion of local expert commentary at 34%.

“While integrity is largely declining across many sources of information today, the gap is widening between public and governmental entities and established news media,” said Janine Allen, president of Kaiser & Partners. “Canadians remain loyal to overall media as the most trusted vessel of information, however, it is important to recognize that not all demographics rely on the same sources. Moving forward, it is critical to understand where audiences are looking for information to ensure they are effectively reached.”

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