Last week, Market Connections presented the results from its Federal Media and Marketing Study (FMMS). In its 9th year, the research survey was able to reach a 3,000+ sample size of federal government customers who provided insights into their media consumption habits.
Market Connections doesn’t skip a beat when it comes to incorporating new questions based on trends within the industry. The research group included questions regarding teleworking and commuting habits, which has drastically changed in the federal workforce over the last several years. In fact, 23% telework one to three+ days a week. We also learned that 56% of the respondents who drive are listening to AM or FM radio on an average workday.
New this year was a question of whether “fake news” has had an impact on a news organization’s credibility. The results showed that 66% of the respondents said the “fake news” commentary has had an impact. Additionally, there was a decrease in trust of opinions posted by peers online. Fortunately, we have seen an upward tick in those trusting content from professional associations.
For more information about Market Connections’ Federal Media & Marketing Study and to download the overview, please click here.
Joyce I wasn’t able to make it. When you say that fake news had an effect what exactly was the effect? Did respond and say that they didn’t trust the information they were getting? I would be astonished if 1/3 of the government audience felt that they suddenly couldn’t trust what they were hearing or reading
Hi Allan,
Thanks so much for engaging! This was actually a new question in the Market Connections survey. My understanding is that they asked whether “fake news has had any sort of impact on a News Organizations credibility”. The results were that 20% of respondents said it made a minor impact. 23% said it made a moderate impact on credibility. 23% said it had a major impact. The total was 66% of all respondents felt it made some impact on the organizations’ credibility. By the way, 34% said it made none at all. We’re hoping to do a follow-up interview with Market Connections and I’ll add this to my list.