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Study: Canadian trust in news sources

Audience measurement company Vividata and research firm Kantar have released a report called the "Trust in News Study" which examines Canadian consumer attitudes toward news sources. According to the study, 28% of consumers feel that their trust in mainstream news has declined due to the concept of "fake news." The study also also found that, while 65% of news consumers feel they can access everything they want for free, there is a direct relationship between the trustworthiness of a news source and their willingness to pay for it. Traditional media such as print, television and radio were rated as more trustworthy than social media services and mobile applications. The report found radio to be the most trustworthy news source, with an 82% approval rate.

Consumers under the age of 55 account for 59% of those paying for online news, while 25% of consumers between the ages of 18 and 34 pay for online news. In addition, 48% of consumers check a news source more than once a day, while 25% use more news sources than they did a year ago.

"Trust in media goes beyond the content as it impacts marketing," said Mark Wood, vice-president at Kantar. "Advertising in trusted environments not only makes ads more effective as consumers pay more attention to the message, it also provides assurances of brand safety and ultimately protecting the reputation of your brand."

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