Blogs And The Influence On News And The Media
“As debate continues about the effect that blogs and bloggers are having on politics, media and public opinion in Canada, a recent survey conducted by Ipsos-Reid and sponsored by PR Direct, a division of The Canadians Press, reveals that four in ten online Canadians (42%) have read a blog at least once.”
These are the findings of an Ipsos-Reid poll conducted from June 2nd to June 12th, 2005 via a representative online Canadian sample of 3,378 Canadian adults. For the total sample of 3,378 results are accurate 95% of the time with a +/-1.7 margin of error. For the sample of 1,355 blog readers, results are accurate 95% of the time with a margin of error of +/-2.7% of what it would have been had this entire population been surveyed.
Four-in-ten online Canadians (42%) have read a blog — particularly high among men (48%), those aged 18-34 (50%), and those with post secondary education (45%). Four-in-ten online Canadians (42%) admit to having read a blog, with the remainder (58%) saying they have not.
Blog use most popular among those:
With high household incomes of $60,000 or more (44%);
Men (48% vs. 35% among women);
Younger adults aged 18-34 (50%); and
Those with post secondary education (45%).
One-quarter of online Canadians (25%) believe blogs are accurate news sources – but, of those who have read blogs, 37% believe they are an accurate news source.
Among all online Canadians, one-in-four (25% — 2% very/23% somewhat) would describe their content as accurate. Thirty-eight percent would describe them as “not accurate”, a further 37% “don’t know”.
Four-in-ten (37%) of those who have read a blog at least once describe their content as “accurate” (4% very/34% somewhat), 51% believe they are “not accurate”, and 12% “don’t know”.
And of those who have read a blog, half (52%) say they trust the content.
Among those who have read a blog, 52% say that they trust the content in terms of these websites either somewhat (49%) or very much (3%). One-third (34%) say the do not trust the content at all, and 14% “don’t know”.
Of online Canadians, 34% say they trust the content on blogs (32% somewhat/2% very much), 26% don’t trust them at all, and 41% “don’t know”.
Among all online Canadians, many believe blogs influence public opinion (41%), media (33%), and politics (29%).