Study: Canadian trust in media
By Derek Winkler
Kaiser & Partners of Toronto has released the results of a survey of Canadian media consumption habits in 2024. According to the survey, 59% of respondents cited “established news media” as their most trusted source of information for the fourth consecutive year. In addition, 56% of respondents said the way they consume news has changed in the past year, with 25% reporting more use of online news and 20% more use of broadcast television news. Sixty-two percent said that recent changes to new media have reduced their trust in its information, with respondents citing the presence of political and celebrity content, the use of paid content and algorithm-generated newsfeeds as the cause.
“Trust is foundational in the media, and Canadians are showing us that established journalism remains vital,” said Janine Allen, president of Kaiser & Partners. “However, with evolving consumption patterns and increasing access to diverse platforms, communicators need to meet audiences where they are, while maintaining credibility and integrity.”