Attended an interesting presentation last night by Tom Watson of Bournemouth Univerities business school. The presentation was about research that they have been conducting with Ketchum on media in the 21st century. You can see the Ketchum press release on the study here.
What we saw was only a very truncated sneak preview of research that is to be published next week. We were only presented with the bare figures and very little analysis but what I did see was very interesting.
What we were shown was the differences in media consumption between the USA and the UK and the relative credibility that people applied to that media. The UK Questionnaire can be seen here.
I’m going to try to get hold of the full results as I feel this may change the way that I view certain media. Some interesting figures were the fact that only 14% of people would look to trade mags for their news but 65% would find that news to be credible.
I know that the survey results are looking at news in general so I don’t yet know how much to read into this, that’s why I need to see the results.
What else was very interesting was the generally low use of digital media. The stats on personal blogs for instance make me wonder whether I am wasting my time even typing this post…. But then I do it for the love of it and not because I genuinely feel somebody is going to look at it to get the news.
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