2019 Montana News Consumption Survey Sponsored by the Greater Montana Foundation
Methods Summary • Random, address-based sample of adult Montana residents • 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 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: john.baldridge@umontana.edu
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
News sources proliferated and total consumption may have increased
How closely do you follow current events in the news? % of Adults 70% 60% 53% 49% 50% 40% 30% 25% 23% 20% 17% 20% 8% 10% 5% 0% Very closely Somewhat closely Not too closely Not at all closely March 2019 June 2015
Which sources did you use to get most of your news in the past week? % of Adults 67% 70% 58% 60% 53% 49% 50% 45% 40% 40% 33% 29% 30% 25% 17% 20% 10% 0% Internet Television Family or friends Radio Print March 2019 June 2015
What are the one or two websites you use most frequently for news and information? % of Responses 16% FOX NEWS 16% GOOGLE 11% BILLINGS GAZETTE 9% CNN 8% KPAX 8% NPR 8% KRTV 8% NEW YORK TIMES 8% KTVQ/ Q2 7% MISSOULIAN 5% BOZEMAN CHRONICLE 5% GREAT FALLS TRIBUNE 5% WASHINGTON POST 5% CBS 5% BBC 0% 5% 10% 15% 20% 25% 30% 35% 40% March 2019 June 2015
Have you ever created your own profile on any social networking site? % of Adults 70% 65% 59% 60% 50% 37% 40% 30% 30% 26% 24% 19% 20% 11% 10% 10% 4% 3% 0% Facebook Instagram Pinterest Snapchat LinkedIn Twitter March 2019 June 2015
Uses social media to access news and information % of Adults 100% 90% 80% 70% 60% 47% 50% 40% 34% 30% 20% 10% 0% Yes March 2019 June 2015
People consumed individual news sources more selectively
How often do you watch local TV news? % Adults 70% 60% 50% 41% 40% 35% 27% 30% 23% 20% 20% 18% 20% 16% 10% 0% Regularly Sometimes Hardly ever Never March 2019 June 2015
How often do you watch broadcast network TV news? % Adults 70% 60% 50% 40% 36% 31% 28% 30% 26% 24% 22% 20% 20% 13% 10% 0% Regularly Sometimes Hardly ever Never March 2019 June 2015
How often do you watch cable TV news? % Adults 70% 60% 50% 40% 35% 35% 30% 25% 23% 23% 21% 19% 19% 20% 10% 0% Regularly Sometimes Hardly ever Never March 2019 June 2015
About how much time, if any, did you spend listening to the radio yesterday? % of Adults 70% 60% 50% 42.0% 38.0% 40% 29% 30% 25% 20% 13% 13% 11.0% 10% 10% 10% 5.0% 4.0% 0.3% 0.0% 0% 0% 1 hour or more 30-59 minutes 15-29 minutes 1-14 minutes Listened but Don't know Did not listen unsure how long March 2019 June 2015
How often do you read a Montana daily newspaper? % of Adults 70% 60% 50% 40% 36% 31% 27% 30% 25% 23% 22% 21% 20% 15% 10% 0% Regularly Sometimes Hardly ever Never March 2019 June 2015
How often do you read a local weekly community newspaper? % of Adults 70% 60% 50% 40% 34% 33% 29% 30% 25% 25% 21% 19% 20% 14% 10% 0% Regularly Sometimes Hardly ever Never March 2019 June 2015
On average, which of the following best describes how often you are on the internet? % of Adults 70% 60% 50% 45% 41% 40% 40% 29% 30% 20% 12% 10% 7% 10% 5% 4% 2% 2% 2% 1% 0% 0% Several hours per Almost every day At least once per A few times per Every month or so Rarely Never day week month March 2019 June 2015
Do you get more of your online news using a computer or a mobile device? % of Internet News Consumers 70% 58% 60% 50% 50% 44% 40% 30% 23% 19% 20% 10% 6% 0% Computer Mobile device Both equally March 2019 June 2015
News source credibility varied widely
How credible are the following types of news source? % Adults Who Rate the Source Absolutely or Mostly Credible 70% 66% 63% 60% 55% 51% 49% 50% 44% 40% 36% 33% 30% 25% 24% 20% 10% 0% Local R's chosen Local weekly Montana daily Local radio Network National daily Cable news TV Sunday News from broadcast TV websites newspapers newspapers broadcast TV newspapers morning news social media talk shows sites March 2019
What specific news source do you consider the most trusted source of information? % of Responses 15% FOX 14% 7% NPR 5% 6% ALL NEWS IS BIASED, I TRUST NONE 5% TV STATIONS GENERALLY 4% 5% CBS 3% 4% CNN 7% 4% BBC 3% NEWSPAPERS GENERALLY 6% 3% KTVQ Q2 BILLINGS 3% 3% NEW YORK TIMES 0% 5% 10% 15% 20% 25% 30% 35% 40% March 2019 June 2015
Trust in news sources is sharply divided by political party % 2019 Respondents Who Rated the News Source as Most Trusted 97% 100% 88% 90% 84% 76% 80% 70% 60% 50% 40% 30% 20% 12% 12% 10% 8% 6% 10% 4% 3% 0% 0% FOX NEWS NPR CBS CNN Democrat or leans Independent or other Republican or leans
Trust in news sources is divided by rural or urban place of residence % 2019 Respondents Who Rated the News Source as Most Trusted 100% 90% 80% 77% 76% 80% 70% 55% 60% 50% 45% 40% 30% 24% 23% 20% 20% 10% 0% FOX NEWS NPR CBS CNN Outside metro or micropolitan counties Within metro or micropolitan counties
Local news is valued
What are the types of internet news and information content that interest you most? % of Adults 70% 60% 48% 48% 47% 50% 42% 40% 31% 31% 30% 25% 20% 20% 17% 17% 17% 17% 20% 14% 13% 10% 10% 8% 10% 0% Local Weather National State politics International Sports Crime Health Business community politics affairs news March 2019 June 2015
The importance of issues facing the state changed moderately over 4 years
Which ONE of the following issues do you think is the most important issue in the state? % of Adults 26% JOBS AND THE ECONOMY 31% 32% 15% HEALTH CARE 8% 12% 14% SPENDING & STATE TAXES 4% 3% 13% DRUGS 10% EDUCATION 12% 18% 6% THE ENVIRONMENT 5% 5% 5% MORAL VALUES 7% 8% 4% ENERGY & RESOURCE DEVELOPMENT 8% 7% 3% CRIME 4% 4% 2% ILLEGAL IMMIGRATION 3% 4% 0% 10% 20% 30% 40% 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 25% 29% 23% 26% economy Health care 8% 17% 11% 24% Spending & state 18% 21% 13% 4% taxes Drugs 8% 10% 17% 15% Education 15% 2% 15% 8%
Most important issue by rural/urban and party Issue Rural Urban Democrat or Independent Republican or leans leans Jobs and the 27% 25% 19% 22% 33% state economy Health care 15% 15% 24% 12% 8% Spending & 14% 14% 6% 10% 22% state taxes Drugs 16% 11% 8% 28% 11% Education 9% 11% 18% 6% 5%
News “echo chamber” behaviors showed a mixed trend
Consumers of CNN and FOX NEWS content are sharply divided by political party % of Network’s 2019 News Consumers 100% 94% 90% 78% 80% 70% 64% 60% 60% 50% 40% 28% 30% 21% 20% 15% 13% 12% 9% 10% 4% 2% 0% CNN TV CNN Web FOX News TV FOX News Web Democrat or leans Independent or other Republican or leans
The political party divide between CNN and FOX NEWS content consumers increased since 2015 % Change in Partisan Composition of Network’s Consumers 2015 -2019 30% 23% 25% 21% 20% 15% 8% 10% 4% 5% 2% 0% 0% CNN TV CNN Web FOX NEWS TV FOX NEWS Web -5% -2% -10% -15% -20% -20% -25% Democrat or leans Republican or leans
Have you ever shared a news article in an e-mail message or on a social media site like Facebook or Twitter? % of Adults 100% 90% 80% 70% 60% 50% 41% 40% 40% 30% 20% 10% 0% Yes March 2019 September 2016
How many Montanans exchange news on the internet mostly with like-minded people? % of Responses Among Those Who Share News Items 100% 90% 80% 70% 60% 50% 36% 36% 40% 30% 20% 10% 0% Does exchange news on the internet mostly with like-minded people March 2019 September 2016
What would you say is the main reason you share a news item on the internet? % Responses Among Those Who Share News Items 49% TO INFORM OTHERS, SHARE INFORMATION, EDUCATE 20% 22% IT IS RELEVANT / INTERESTING / IMPORTANT TO ME 17% 14% GENERAL (UNSPECIFIED) RELEVANCE / INTEREST / IMPORTANCE 30% 6% IT IS RELEVANT / INTERESTING / IMPORTANT TO SOMEONE ELSE 19% 3% TO CORRECT FAKE NEWS 2% 2% POLITICAL OR NON-POLITICAL HUMOR 4% 2% TO ENCOURAGE DEBATE, STIR SOMEONE UP, ARGUE 2% 0% 10% 20% 30% 40% 50% March 2019 September 2016
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