2019 News Media Preferences and Issues Studybber.umt.edu/pubs/survey/2019MediaStudy.pdf · 2019. 7....
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2019 News Media Preferences and Issues Study Sponsored by the Greater Montana Foundation
Transcript of 2019 News Media Preferences and Issues Studybber.umt.edu/pubs/survey/2019MediaStudy.pdf · 2019. 7....
2019 News Media Preferences and Issues Study
Sponsored by the Greater Montana Foundation
Methods Summary
• Random, address-based sample of adult Montana residents using the “next birthday” method for random within residence selection
• Administered in February-March 2019 • Administered by mail and the internet• 579 completions• Response rate 36% (AAPOR 2016, RR 3)• Sampling error rate +/- 4%
Methods Summary - continued
• Weighted by gender, age, education, urban v. rural, and political party identification using data from U.S. Census Bureau and Gallup, Inc.
• Sample purchased from Dynata, Inc.• Administered by UM BBER with questionnaire and analytical
assistance from Nicole McCleskey of Public Opinion Strategies• Full question wording may be obtained from John Baldridge of UM
BBER: [email protected]
Summary of the Greater Montana Foundation surveysYear Administration
MethodCompletions Sampling Error
Rate (+/-)Response Rate
(AAPOR #3)2015 Telephone 526 4% 25%2016 Telephone 567 4% 23%2019 Mail - internet 579 4% 36%
Key Findings• News sources proliferated, total news consumption may have
increased• People consumed individual news sources more selectively• News source credibility varied widely • Local news was valued and trusted• The importance of issues facing the state changed moderately over 4
years• News “echo chamber” behaviors showed a mixed trend
Which ONE of the following issues do you think is the most important issue in the state?
4%
4%
7%
8%
5%
18%
3%
12%
32%
3%
4%
8%
7%
5%
12%
4%
8%
31%
2%
3%
4%
5%
6%
10%
13%
14%
15%
26%
0% 10% 20% 30% 40%
ILLEGAL IMMIGRATION
CRIME
ENERGY & RESOURCE DEVELOPMENT
MORAL VALUES
THE ENVIRONMENT
EDUCATION
DRUGS
SPENDING & STATE TAXES
HEALTH CARE
JOBS AND THE ECONOMY
% of Adults
March 2019 September 2016 June 2015
Most important issue by gender and age
Issue Male 18-49 Male 50+ Female 18-49 Female 50+
Jobs and the state economy
25% 29% 23% 26%
Health care 8% 17% 11% 24%
Spending & state taxes
18% 21% 13% 4%
Drugs 8% 10% 17% 15%
Education 15% 2% 15% 8%
Most important issue by rural/urban and partyIssue Rural Urban Democrat or
leansIndependent Republican or
leansJobs and the state economy
27% 25% 19% 22% 33%
Health care 15% 15% 24% 12% 8%
Spending & state taxes
14% 14% 6% 10% 22%
Drugs 16% 11% 8% 28% 11%
Education 9% 11% 18% 6% 5%
Internet use by adult Montanans increased93%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Respondent uses the internet at least occasionally
% of Adults
March 2019 September 2016
How closely do you follow current events in the news?
25%
53%
17%
5%
23%
49%
20%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Very closely Somewhat closely Not too closely Not at all closely
% of Adults
March 2019 June 2015
Which sources did you use to get most of your news in the past week?
67%
58%
45%40%
33%
49%53%
17%
25%29%
0%
10%
20%
30%
40%
50%
60%
70%
Internet Television Family or friends Radio Print
% of Adults
March 2019 June 2015
How credible are the following types of news source?
66%63%
55%51% 49%
44%
36%33%
25% 24%
0%
10%
20%
30%
40%
50%
60%
70%
Localbroadcast TV
R's chosenwebsites
Local weeklynewspapers
Montana dailynewspapers
Local radio Networkbroadcast TV
National dailynewspapers
Cable news TV Sundaymorning news
talk shows
News fromsocial media
sites
% Adults Who Rate the Source Absolutely or Mostly Credible
March 2019
What specific news source do you consider the most trusted source of information?
3%
6%
7%
3%
4%
5%
14%
3%
3%
3%
4%
4%
5%
5%
6%
7%
15%
0% 5% 10% 15% 20% 25% 30% 35% 40%
NEW YORK TIMES
KTVQ Q2 BILLINGS
NEWSPAPERS GENERALLY
BBC
CNN
CBS
TV STATIONS GENERALLY
ALL NEWS IS BIASED, I TRUST NONE
NPR
FOX
% of Responses
March 2019 June 2015
Trust in news sources is sharply divided by political party
0%
76%84%
88%
3%12% 10% 8%
97%
12%6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FOX NEWS NPR CBS CNN
% 2019 Respondents Who Rated the News Source as Most Trusted
Democrat or leans Independent or other Republican or leans
Trust in news sources is divided by rural or urban place of residence
55%
24% 23% 20%
45%
76% 77% 80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FOX NEWS NPR CBS CNN
% 2019 Respondents Who Rated the News Source as Most Trusted
Outside metro or micropolitan counties Within metro or micropolitan counties
How often do you watch local TV news?
35%
27%
20% 18%
41%
23%
16%20%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% Adults
March 2019 June 2015
How often do you watch broadcast network TV news?
24% 22%26% 28%
31%
13%
20%
36%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% Adults
March 2019 June 2015
How often do you watch cable TV news?
19% 21%25%
35%
23%19%
23%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% Adults
March 2019 June 2015
On which broadcast network or networks do you most often watch the nightly network news?
43%38%
27%22%
31%27%
17%10%
0%
10%
20%
30%
40%
50%
60%
70%
CBS NBC ABC PBS
% of Adults Who Watch Broadcast Network News
March 2019 June 2015
Which cable news channels do you watch?
56%
49%
37%36%
29%
10%
0%
10%
20%
30%
40%
50%
60%
70%
FOX NEWS CNN MSNBC
% of Adults Who Watch Cable Network News
March 2019 June 2015
How often do you watch Sunday morning news talk shows?
6%
17% 17%
60%
8% 7%
18%
67%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% of Adults
March 2019 June 2015
About how much time, if any, did you spend listening to the radio yesterday?
25%
0%
10% 10%13% 13%
29%
38.0%
0.3% 0.0%4.0% 5.0%
11.0%
42.0%
0%
10%
20%
30%
40%
50%
60%
70%
Did not listen Don't know Listened butunsure how long
1-14 minutes 15-29 minutes 30-59 minutes 1 hour or more
% of Adults
March 2019 June 2015
How many times per day do you tune in to the radio just to get news?
3% 2%5%
13%17%
60%
0%
10%
20%
30%
40%
50%
60%
70%
5 times per day + 4 times per day 3 times per day 2 times per day 1 time per day 0 times per day
% of Adults
What one or two types of radio stations would you say you listen to most?
41%
31%
21% 21%15% 14% 13%
7%4%
40%
26%
13%7%
11%14%
10%5%
1%0%
10%
20%
30%
40%
50%
60%
70%
Country Rock Pop Oldies Public Radio News / Talk Religious Sports Classical
% of Responses
March 2019 June 2015
How often do you read a Montana daily newspaper?
25% 23%
31%
21%
36%
27%
15%22%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% of Adults
March 2019 June 2015
How often do you read a national daily newspaper, such as the New York Times or Wall Street Journal?
6%11%
16%
67%
3%
10%
18%
69%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% of Adults
March 2019 June 2015
How often do you read a local weekly community newspaper?
21%
29%25% 25%
33%
19%14%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Regularly Sometimes Hardly ever Never
% of Adults
March 2019 June 2015
Do you have internet access at your home?90% 87% 84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
% of Adults
March 2019 September 2016 June 2015
On average, which of the following best describes how often you are on the internet?
41% 40%
5%2% 1%
4%7%
45%
29%
10%
2% 0% 2%
12%
0%
10%
20%
30%
40%
50%
60%
70%
Several hours perday
Almost every day At least once perweek
A few times permonth
Every month or so Rarely Never
% of Adults
March 2019 June 2015
How often do you get NEWS online or on a mobile device?
47%
15%10%
5% 6%
17%
49%
14% 12%
5% 6%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Every day 3-5 days per week 1-2 days per week Once every fewweeks
Less often Never
% of Adults
March 2019 June 2015
Do you get more of your online news using a computer or a mobile device?
23%
58%
19%
50%44%
6%
0%
10%
20%
30%
40%
50%
60%
70%
Computer Mobile device Both equally
% of Internet News Consumers
March 2019 June 2015
What are the one or two websites you use mostfrequently for news and information?
5%5%5%5%5%
7%8%8%8%8%8%
9%11%
16%16%
0% 5% 10% 15% 20% 25% 30% 35% 40%
BBCCBS
WASHINGTON POSTGREAT FALLS TRIBUNEBOZEMAN CHRONICLE
MISSOULIANKTVQ/ Q2
NEW YORK TIMESKRTVNPR
KPAXCNN
BILLINGS GAZETTEGOOGLE
FOX NEWS
% of Responses
March 2019 June 2015
Consumers of CNN and FOX NEWS content are sharply divided by political party
64%60%
13%
2%
15% 12% 9%4%
21%28%
78%
94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CNN TV CNN Web FOX News TV FOX News Web
% of Network’s 2019 News Consumers
Democrat or leans Independent or other Republican or leans
The political party divide between CNN and FOX NEWS content consumers increased since 2015
23%21%
-2%
2%
-20%
0%4%
8%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
CNN TV CNN Web FOX NEWS TV FOX NEWS Web
% Change in Partisan Composition of Network’s Consumers 2015-2019
Democrat or leans Republican or leans
Social media use
71%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
% of Adults
March 2019 June 2015
Have you ever created your own profile on any social networking site?
65%
37%
30%26% 24%
19%
59%
3%
11%
4%10%
0%
10%
20%
30%
40%
50%
60%
70%
Facebook Instagram Pinterest Snapchat LinkedIn Twitter
% of Adults
March 2019 June 2015
How often do you access a social networking site?
76%
13% 11%
69%
19%12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Daily Weekly + Less often
% of Adults Who Use Social Media
March 2019 June 2015
Uses social media to access news and information
47%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
% of Adults
March 2019 June 2015
Do you use any of the following social media sites to access news or information?
40%
10% 10%7%
4% 3%
32%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Facebook Twitter Instagram Snapchat Pinterest LinkedIn
% of Adults
March 2019 June 2015
Uses social media to access news by age and gender
53%
24%
75%
36%
47%
76%
25%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male 18-49 Male 50+ Female 18-49 Female 50+
% of Adults
Yes No
What are the types of internet news and information content that interest you most?
48% 47%42%
20%17% 17% 17%
14% 13%
48%
31% 31%
17%
25%20%
10% 8% 10%
0%
10%
20%
30%
40%
50%
60%
70%
Localcommunity
news
Weather Nationalpolitics
State politics Internationalaffairs
Sports Crime Health Business
% of Adults
March 2019 June 2015
Have you ever shared a news article in an e-mail message or on a social media site like Facebook or Twitter?
41% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
% of Adults
March 2019 September 2016
What would you say is the main reason you share a news item on the internet?
2%
4%
2%
19%
30%
17%
20%
2%
2%
3%
6%
14%
22%
49%
0% 10% 20% 30% 40% 50%
TO ENCOURAGE DEBATE, STIR SOMEONE UP, ARGUE
POLITICAL OR NON-POLITICAL HUMOR
TO CORRECT FAKE NEWS
IT IS RELEVANT / INTERESTING / IMPORTANT TO SOMEONE ELSE
GENERAL (UNSPECIFIED) RELEVANCE / INTEREST / IMPORTANCE
IT IS RELEVANT / INTERESTING / IMPORTANT TO ME
TO INFORM OTHERS, SHARE INFORMATION, EDUCATE
% Responses Among Those Who Share News Items
March 2019 September 2016
Would you say you sometimes share a news item on the internet to influence others?
63%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
% of Responses Among Those Who Share News Items
March 2019 September 2016
Shared news item to influence others by age and gender
55%
64%
72%
43%45%
36%
28%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male 18-49 Male 50+ Female 18-49 Female 50+
% of Responses Among Those Who Share News Items
Yes No
When you share a news item on the internet, would you say that most of the people who read the item agree with you?
39%
60%
1%
51%47%
2%0%
10%
20%
30%
40%
50%
60%
70%
Most readers agree with me I'm not sure Most readers disagree with me
% Responses Among Those Who Share News Items
March 2019 September 2016
When you read a news item that someone else has shared with you on the internet, would you say that person usually agrees with you on most issues?
34%
57%
9%
39%
56%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Most sharers agree with me I'm not sure Most sharers disagree with me
% of Adults
March 2019 September 2016
How many Montanans exchange news on the internet mostly with like-minded people?
36% 36%
0%10%20%30%40%50%60%70%80%90%
100%
Does exchange news on the internet mostly with like-minded people
% of Responses Among Those Who Share News Items
March 2019 September 2016
Generally speaking, when you read a news item that someone else has shared with you on the internet, would you say that item is?
3%
24%
36%
26%
11%
3%
15%
51%
23%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Absolutely credible Mostly credible Somewhat credible Slightly credible Not at all credible
% of Adults
March 2019 September 2016
How much have you seen, read or heard about the Greater Montana Foundation?
1%9%
18%
72%
0%
9%
21%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
A lot Some Not much Nothing at all
% of Adults
March 2019 September 2016
Demographics
50%50%
Gender
Male Female
29%
22%27%
22%
Age
18-34 35-49 50-64 65+
Demographics
38%
34%
28%
Educational attainment
HS diploma or less Some college or AA degree
Bachelors degree or more
34%
66%
Urban or rural
Outside metro or micropolitan counties
Within metro or micropolitan counties
Demographics
39%
15%
46%
Political party identification
Democrat or leans
Independent or something else
Republican or leans
90%
10%
Registered voter
Registered Not registered
Political party identification in Montana
GenderParty Male Female Total
Democrat or leans
32% 45% 39%
Independent or other
9% 21% 15%
Republican or leans
59% 34% 46%
100% 100% 100%
AgeParty 18-34 35-49 50-64 65+ Total
Democrat or leans
44% 32% 33% 48% 39%
Independent or other
18% 16% 14% 10% 15%
Republican or leans
38% 52% 53% 42% 46%
100% 100% 100% 100% 100%
Political party identification in Montana
Educational attainmentParty HS
diploma or less
Some college or AA
degree
Bachelors degree or
more
Total
Democrat or leans
41% 26% 53% 39%
Independent or other
16% 18% 11% 15%
Republican or leans
43% 56% 36% 46%
100% 100% 100% 100%
Voter registrationParty Yes No Total
Democrat or leans
41% 28% 39%
Independent or other
12% 43% 15%
Republican or leans
47% 29% 46%
100% 100% 100%
Demographics
15%
29% 28%
10%
18%
0%
5%
10%
15%
20%
25%
30%
35%
Household income95%
2% 1% 2%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
White Hispanic American Indian Other
Ethnicity or race
