At a time when trust in mainstream media continues to shrink, terrestrial radio still has the trust of an overwhelming majority of Americans.
A new survey from Katz Gradio Group of 1,000 adults shows that in a variety of mediums, radio is the most trusted among those respondents.
Of those surveyed, 79% claimed radio was trustworthy to very trustworthy. That figure tops newspapers (77%), television (68%), and magazines (68%).
Meanwhile, social media finished last at just 28%, making it the least trusted medium for U.S. adults.
According to Katz, older adults — those aged 55+ — showed the most trust in radio at 83%. That number did not drop significantly throughout different demographics, however, as 75% in the adults 35-54 demo trusted the medium — second behind newspapers — while 79% of those 18-34 held trust in the medium, again topping the list.
“Our simple probe into the minds of consumers turned up some encouraging news for the radio industry and advertisers,” the company said of the study.
