Internet users in South Korea are losing faith in traditional media, according to longitudinal research. Trust in digital channels is holding steady.
2016 research from Edelman found that 47% of internet users in South Korea trust traditional media for news and information, choosing at least a 4 on a 9-point scale of trust. That’s a substantial figure, to be sure, but represents a decline since just 2012, when 58% of internet users in South Korea reported trusting traditional media.
At that time, traditional media were more trusted than any other sources of news and information. Traditional retained its No. 1 status until 2015, when it was surpassed in trustworthiness by search engines?now the only source trusted b an outright majority of internet users.
Traditional is now tied with online-only media generally for trust. Social in particular is behind, and owned media was the least trusted source of information studied.
Edelman also queried internet users in South Korea about trust in brands, as opposed to news sources. When respondents trusted a brand, most took action: 54% said they chose to buy its products or services, and 37% even paid more for the privilege. Nearly as many (36%) said they recommended trusted brands to friends and colleagues.
Distrusted brands were somewhat less likely to inspire action. Forty percent of internet users in South Korea said they wouldn’t buy products from a brand they didn’t trust, and 34% said they criticized such companies.
