Quebecers’ confidence in traditional media is growing, but at half the rate of their faith in news shared on social networks, according to the most recent survey by the University’s Digital Transformation Academy Laval.
This survey, conducted online in September 2022 with more than 1,200 respondents, notes that “73% of Quebec adults say they trust news and current affairs broadcast on traditional media such as the written press, radio and television”. .
The data reflects an increase of 6 percentage points compared to 2021. Distrust of traditional media information decreases in proportion, from 25% in 2021 to 17% in 2022.
Meanwhile, Quebecers are showing a marked increase in faith in the news broadcast by the Facebooks, Twitters, TikToks and YouTubes of this world. The survey indicates that 38% of Quebec adults trust news and current affairs found on social networks, which also include, in addition to the digital giants mentioned above, forums, blogs and wikis, these collaborative pages where each Internet user can modify the content as he wishes.
In 2021, barely a quarter of respondents said they trusted the news available on social media. A significant generational gap emerges in the light of the survey: 60% of respondents aged 18 to 44 believe in the veracity of information found on non-traditional media, a proportion that drops to only 18% among people aged 55 years and older.
Respondents’ distrust of the media, whether traditional or not, fluctuates with income. Respondents who earn an income of $20,000 or less are also the least likely to believe the information, regardless of where it comes from. Barely 45% of them say they trust traditional media, a proportion that drops to just 28% when it comes to social media.
Despite the great confidence that Quebeckers place in the traditional media, barely 26% of respondents say they pay to obtain their information. Of these, 47% earn more than $60,000 and have a university degree.
Television remains the main source of information for Quebecers, attracting 68% of respondents. Social media follows it at 42%, up nine percentage points from 2021. Radio comes in last place on the podium at 36%, up five percentage points between 2021 and 2022. Dedicated websites to information, they are losing ground at 36%, down seven percentage points in one year.
Influencers are gaining influence
60% of Quebec Internet users indicate that they use social networks to maintain relationships with those around them. Half of the respondents, or 52%, say they use social networks to get information. Influencers are also gaining influence: 27% of survey respondents say they log on to social media to follow them, up seven percentage points from 2021.
Although trust in the information presented on social media has increased sharply in 2022, Quebec Internet users have also noticed a deterioration in the prevailing climate. Just under 80% of respondents say they read more and more negative comments on them and 74% believe that the managers of the main platforms should further tighten the rules to better control the content published.
This call for stricter moderation of social networks rallied 66% of respondents during the survey carried out in 2021.
Quebecers also devote less time daily to social networks. In 2022, Internet users spent 2h50 per day on average. Among respondents earning $20,000 or less, 7% said they spend more than 12 hours daily on social media.