#SMING14 Impact Of Social Media Among Dutch Consumers

IMPACT SOCIAL MEDIA 2014

#SMING14

A CONSUMER SURVEY INTO THE ROLE, RELIABILITY AND IMPACT OF SOCIAL MEDIA

IMPACT

2

ABOUT THIS SURVEY WHAT TO EXPECT? KEY TERMS

News is disseminated through various types of media. Where

once the focus lay on television and newspapers, nowadays

online, social and mobile media also play an important part

in the dissemination of news.

What do we think about reports on various types of media?

Do we think what we read is reliable? Do we talk about it?

Does it change our opinion or our behaviour?

This is the third time ING has conducted the social media

impact survey among consumers. You can read about the

findings in this report.

In addition to traditional, online and social media this year we

also looked at news consumption via news apps for smart-

phones and tablets. We also conducted an experiment to

gain a better insight into the impact of the same report via

different types of media and the same report from different

senders.

This report provides answers to the following questions:

To what extent can trends be identified in consumer

use of social and online media, the contact with news

through various channels and the reliability and im-

pact of reporting?

What is the role of news apps on tablets and smart-

phones, and to what extent does the reliability and im-

pact of this medium differ from other types of media?

To what extent has consumers’ online and offline

behaviour changed as a result of social media?

To what extent are there differences in the degree

of reliability and impact of reports from the same

source in different types of media and from different

senders?

TraditionalMedia

Traditional media are understood to mean ‘offline’ media

such as television, radio, newspapers, opinion magazi-

nes, etc. In all cases these are news and current affairs-

related reports, sources or types of media.

OnlineMedia

Online media reports are understood to mean posts on

online news sites, newspaper websites, blogs, forums/

discussion platforms, review sites and websites of

organisations.

SocialMedia

Social media reports are understood to mean posts on

Facebook, Twitter, YouTube, LinkedIn, Google+, etc.

Newsappsfortablet/smartphone

Reports on news apps are understood to mean reports

read on smartphones or tablets using news-related apps

such as the Nu.nl app, NOS app, newspaper apps or the

Teletekst app.

1

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3

4

INTRODUCTION

3

THE 10 MAIN INSIGHTS AT A GLANCE

Contrary to expectations social media usage by consu-

mers did not increase in the 2012-2014 period; instead

almost all platforms registered stagnation. Facebook

remains the most used platform, with 71% using this

medium every week. Facebook and Google+ were the

only platforms to register slight increases in usage com-

pared to 2012.

Last year’s decline in the use of online news sites con-

tinued. Even so this medium remains the most used

online platform, with 52% of consumers using it every

week compared to 56% in 2013 and 63% in 2012.

News apps for smartphones or tablets are used regu-

larly, with 40% of consumers using the medium every

week. Young people are the most active users of news

apps: 55% of the 18 to 34 age group use one or more

news apps on a weekly basis.

Although all respondents use social media to some ex-

tent, 27% of them never come into contact with news

reports here. 58% see news reports on social media on

a weekly basis. Like last year, more news is consumed

via online media, with 66% of consumers seeing news

reports here on a weekly basis.

1 5

2

3

4

SUMMARY

For the third year running reports on traditional media

are seen as most reliable, with social media posts still

considered to be least reliable. Online media score lo-

wer than traditional media, mainly because the category

also includes review sites and forums. However, when

considering solely the reliability of online news sites

and newspaper websites, the degree of reliability of

these types of media is comparable to that of traditional

media and news apps.

4

THE 10 MAIN INSIGHTS AT A GLANCE

Consumers consider traditional media, newspapers and

newspaper websites, online news sites and news apps

to be most impactful. The more reliable a medium is

perceived to be, the greater its impact. Compared to

last year the gap between traditional and social media

has narrowed: whereas last year traditional media were

5 to 6 times as impactful as social media, in 2014 this

was around 3.5 times.

Looking more specifically at impact on knowledge, at-

titude and behaviour, like last year online news sites

are considered most impactful. Reports on online news

sites impact on knowledge for 35% of consumers, on at-

titude for 23% and on 20% for behaviour. News reports

on social media are also impactful, with 23%, 16% and

15% of respondents saying news reports on social me-

dia had led to changes in their knowledge, attitude and

behaviour, respectively. The impact of news apps is

comparable to that of online news sites.*

Consumers said social media had prompted them to

follow the news more actively and that people are more

inclined to talk about news they have read on social

media. Consumers also said that they are more inclined

to share news and their opinions about news as a result

of social media. It is noteworthy that people tend to talk

more offline than online about news that they have read

on social media.

Although the medium through which a news report is

read should not have a bearing on its reliability or im-

pact, it emerged that a news post on Twitter is less

reliable and less impactful than the same news report

on the sender’s mobile, traditional or online media

channel. The extent to which a context is given with the

report plays an important part in this; in the case of a

tweet the scope for this is very limited.

The sender of a tweet also has a major influence on its

reliability and impact. An original tweet or retweet is con-

sidered the most reliable and impactful. This finding con-

firms the 2013 survey, which showed that the sender’s

expertise is key to the level of impact and reliability.

6

97

108

SUMMARY

*Social media compared to online media, without traditional media

5

FINDINGS

6

FACEBOOK, THE MOST USED PLATFORM, SHOWS A SMALL INCREASE COMPARED TO 2012

USE OF SOCIAL MEDIA STAGNATING

Social media usage by Dutch consumers has remained virtu-

ally unchanged in the last three years, with small, insignificant

fluctuations compared to previous years.

As in previous years Facebook is the most used social media

platform and one of the few platforms to have registered a

slight increase in usage over the past three years. In 2012

67% of respondents said they used Facebook on a weekly

basis against 71% in 2014.

The use of Google+ showed a limited increase of 7% compa-

red to 2013.

As in 2013 young adults (aged 18-34) are more active on

social media than adults (aged 35–54) and adults are more

active on social media than seniors (over 55s).

1

News app

HET GEBRUIK VAN SOCIAL MEDIA STAGNEERTHET MEEST GEBRUIKTE PLATFORM FACEBOOK LAAT EEN KLEINE STIJGING ZIEN TEN OPZICHTE VAN 2012.

GEBRUIK VAN ONLINE NIEUWSSITES NEEMT AF.ONLINE NIEUWSSITES ZIJN NET ALS VORIGE JAREN MEEST GEBRUIKTE ONLINE PLATFORMEN.

1 2

INFORMATIEVE TELEVISIE, KRANTEN, NIEUWSSITES ENNIEUWS APPS HEBBEN DE MEESTE IMPACT

6

Uses this medium at leastonce a weekUses this medium at leastonce a monthNever uses this medium

2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%

NIEUWS APPS BELANGRIJK MIDDEL VOOR NIEUWSCONSUMPTIE1 OP DE 2 JONG VOLWASSENEN MAAKT MINIMAAL WEKELIJKS GEBRUIK VAN NIEUWS APPS.

3Use of news apps

Minimum once-a-week use of news apps

CONSUMENT ZIET NET ZO VAAK NIEUWS VIA ONLINE EN SOCIAL MEDIAEEN KWART VAN DE CONSUMENTEN DIE SOCIAL MEDIA GEBRUIKT, KOMT NOOIT IN AANRAKING MET NIEUWS VIA DIT MEDIUM

4

Less than once a month

52%

At least once a month

48%

At least once a week

Seniors Adults Young adults

43%

29% 47% 55%

Online mediaReliability of reporting

Social media

Never18%

16%27%27%

Lessthan oncea month

9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8

SOCIAL MEDIA ZIJN HET MINST BETROUWBAAR VOORBERICHTGEVING OVER NIEUWS & ACTUALITEIT

5

AFZENDER BEPAALTBETROUWBAARHEID EN IMPACT

10

MEDIUMTYPE BEÏNVLOEDT BETROUWBAARHEID & IMPACT

9

Blogs

Forum /Discussion platform

Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW

Informative television programmes

Newspapers

Newspaper websites

Online news sites

News apps on tablet / smartphone

Informative radio stations

Entertainment radio stations

Opinion magazines

Entertainment television programmes

Review sites

Social media

Organisation websites

Forum / discussion platform

Pay-per-view online news

Blogs

227

2014 Impact ranking:Impact of reporting

Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW

DE IMPACT VAN MEDIA BLIJFT GELIJKTEN OPZICHTE VAN 2013

7

1 OP 3 CONSUMENTEN VOLGTNIEUWS ACTIEVER OP DANKZIJ SOCIAL MEDIA

Knowledge Attitude Behaviour

23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%

Social media 20142013 Online news sites 2014

Consumers who come into contact with news and current affairsthrough social media at least once a week

All participants in the survey

Peer platforms 2014 Organisation websites 2014 News apps 2014

NEW

Social media has made me..

..follow more newsand current affairs

42%30%

..share more news and current affairswith my network

38%27%

..more active in sharing my opinion on newsand current affairs with my network

38%25%

..talk more offline to other peopleabout news and current affairs

(at work, social events, etc.)

42%

29%

..talk more online to other peopleabout news and current affairs

(on Twitter, Facebook, blogs, forums, etc.)

38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote

Tweet via share button

Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

7

AS IN PREVIOUS YEARS ONLINE NEWS SITES ARE THE MOST USED ONLINE PLATFORMS

USE OF ONLINE NEWS SITES IS DECLINING

As in previous years online news sites are the most used

online media. Compared to previous years there is a signifi-

cant decline in the use of online news sites (from 63% weekly

usage in 2012, to 56% in 2013 and 52% in 2014).

After online news sites newspaper websites (50%) are used

the most, with this medium also displaying a slight decline.

Adults (aged 35–54) make more frequent use of these news

sources than young adults (aged 18–34).

As in previous years review sites, blogs and forums are used

less than online news sites and newspaper websites (23%,

16% and 16% use these online media channels on a weekly

basis).

2

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

8

In light of the widespread use of smartphones and tablets

many newspapers and news sources have launched apps to

enable users to follow the news. Given the important role of

these apps in news consumption the medium has been added

to the survey.

Almost half of Dutch consumers use a news app on a smart-

phone or tablet on a monthly basis, 43% do so on a weekly

basis.

A clear distinction can be seen here between the various age

categories. Young adults (18–34) make more frequent use

of news apps on a smartphone or tablet (55%) than seniors

(over 55s, 29%).

Pay-per-view news sites such as Blendle and De Correspon-

dent are included in the survey for the first time this year.

However, it would seem that these platforms are still relatively

unknown, with just 7% of respondents saying they use this

medium on a weekly basis. 9% do so on a monthly basis and

91% never use pay-per-view news sites.

NEWS APPS ARE AN IMPORTANT MEANSOF NEWS CONSUMPTION1 IN 2 YOUNG ADULTS USE NEWS APPS AT LEAST ONCE A WEEK

3

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

9

Compared to 2013 the degree to which consumers come into

contact with news reports via online and social media is stable.*

As in 2013 the majority of consumers regularly come into con-

tact with news reports via online and social media, with 66%

of consumers having weekly contact with news reports on on-

line media and 58% on social media.

It is noteworthy that just over a quarter (27%) of consumers

never come into contact with news via social media. For online

media the figure is 18%..

The 2013 survey already showed that the frequency with

which people come into contact with news on online or social

media increases in line with how often the medium is used.

Given the limited changes in consumers’ online and social

media usage it is no surprise that the contact with news via

these channels is stable.

*The small increases and declines in contact with news via online and social media are not significant

CONSUMPTION OF NEWS VIA ONLINE AND SOCIAL MEDIA IS STABLEONE QUARTER OF CONSUMERS WHO USE SOCIAL MEDIA NEVER COME INTO CONTACT WITH NEWS ON THIS MEDIUM

4

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

10

SOCIAL MEDIA ARE THE LEAST RELIABLEFOR REPORTS ON NEWS & CURRENT AFFAIRSBACKGROUND PROGRAMMES ON TELEVISION AND NEWSPAPERS ARE CONSIDERED THE MOST RELIABLE, FOLLOWED BY MORE TRANSIENT MEDIA SUCH AS NEWS APPS AND ONLINE NEWS SITES.

5

The reliability of different kinds of media has remained stable

compared to previous years. As in 2012 and 2013 traditional

media are considered most reliable, followed by online media

and finally social media.

The level of reliability of various types of media is measu-

red on a scale of 1 (not at all reliable) to 7 (very reliable).

With a score of 4.9 traditional media are therefore considered

to some extent reliable for the dissemination of news. This

means that trust in the media in general is fairly low.

Reports on news and current affairs read on a news app are

considered just as reliable as news reports on traditional

media such as television and radio.

It is noteworthy that news reports on online media (4.3) are

considered less reliable than reports on news apps. This can

be explained by the fact that forums and review sites are also

included in the online media category. These media have a

lower reliability level. If only online news sites and newspaper

websites are considered, reliability for these types of online

media is the same as for news apps and traditional media.

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

11

INFORMATIVE TELEVISION, NEWSPAPERS, NEWS SITES AND NEWS APPS HAVE THE MOST IMPACTTHE MORE RELIABLE THE MEDIUM THE GREATER THE IMPACT

6

As in previous years informative television programmes are

considered the most impactful medium for disseminating

news, followed by newspapers, newspaper websites and on-

line news sites. News apps achieve a score comparable to

online news sites and informative radio stations.

News consumed via informative television programmes and

newspapers is considered 3.5 times more impactful than

news via social media. The difference has narrowed from last

year when traditional media were still considered to have five

to six times the impact.

Pay-per-view news sites achieve a relatively low score in the

2014 rankings. This is due to the fact that many are still

unfamiliar with the medium, with 91% of respondents saying

they never use pay-per-view news sites.

There is a clear link between the degree of reliability and the

extent to which a medium is considered to be impactful, with

the general rule being: the more reliable the medium, the

greater the impact.

To compile these rankings respondents were repeatedly presented with three

different types of media and asked to state which they considered the most

impactful and which the least. The results were used to compile an index score

based upon which the various types of media could be ranked.

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

12

As in 2013 all types of media have an impact on knowledge,

attitude and behaviour. There have been no visible develop-

ments in the degree of impact of the various media*.

Online news sites have the most impact on consumers’ know-

ledge (35%), attitude (21%) and behaviour (18%). Like last

year, the impact of peer platforms, such as review sites and

forums, is lowest.

As the reliability of news apps is comparable to that of online

news sites, the same applies to the degree of impact. Of the

respondents, 37% said that reports on news apps impact on

their knowledge, with a figure of 25% for attitude and 22% for

behaviour.

The impact of news apps is greater for young adults, mainly

because they use the medium more frequently.

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

*Social media compared to online media, without traditional media

ONLINE NEWS SITES AND NEWS APPS HAVE THE MOST IMPACT ON KNOWLEDGE, ATTITUDE AND BEHAVIOUR

MEDIA IMPACT STABLE VERSUS 20137

13

1 IN 3 CONSUMERS ACT ON NEWSMORE ACTIVELY DUE TO SOCIAL MEDIATHE MORE FREQUENT THE CONTACT WITH NEWS VIA SOCIAL MEDIA, THE STRONGER THE IMPACT ON BEHAVIOUR

8

Social media encourage curiosity, sharing, interpretation and

dialogue. Two out of five consumers who regularly come into

contact with news act more actively on news on social media.

Thanks to social media people follow news more actively, talk

more (both offline and online) about news and are more active

in sharing news and current affairs as well as their own opini-

ons on news and current affairs.

The more frequently a consumer comes into contact with news

social media, the stronger the impact on their behaviour.

It is noteworthy that people are more inclined to speak offline

about news and current affairs as a result of social media

(42%) than online (38%)

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

14

ADDITIONAL INFORMATION An important question is whether the type of medium through which

consumers access news is key to the degree of reliability and

impact. Is a tweet from the Dutch public broadcaster NOS judged

differently from an NOS news report that is read on a news app or

watched on the TV news? Another interesting question is whether

the same news report but from a different sender enjoys a different

degree of reliability and impact.

In order to find answers to these questions we conducted two

experiments, with each being performed both for the NOS and for

national newspaper De Volkskrant. Each respondent took part in

one of the four experiments, which involved being presented with

four different reports. For each report they then indicated to what

extent they considered it to be reliable or impactful.

For the experiment regarding the medium respondents were ex-

posed to a news report in a traditional medium (newspaper article

or NOS news), a report in a mobile news app, an online news arti-

cle and a tweet.

For the experiment regarding the sender respondents were exposed

to identical tweets but from different senders. The respondents were

shown a tweet from a news medium, a retweet of that tweet (with the

logo of the original sender still displayed), a retweet with an interpreta-

tion by an unknown person, or a tweet posted by an unknown person

using a share button on a news site.

THE EXPERIMENT9 & 10

15

TWEETS CONSIDERED LEAST IMPACTFUL AND LEAST RELIABLE

TYPE OF MEDIUM INFLUENCES RELIABILITY AND IMPACT

The purpose of the first experiment was to find out to what

extent the degree of impact is determined by the type of me-

dium. To this end respondents were exposed to reports from

the NOS or De Volkskrant. The average scores for the two

sources are shown in the graph.

Although the medium should not make a difference to the

degree of reliability or impact, it emerged that a news report

on Twitter is considered less reliable and less impactful than

the same report on mobile, traditional or online media. Twitter

is the most transient channel out of these types of media; it

is often where news appears first but news is also more often

retracted as more facts emerge.

The difference can also be explained using the results of last

year’s survey, from which it emerged that reports are more

convincing, believable and impactful if they come with a con-

text. It goes without saying that there is more room for this

on an online news site, the TV news, in a newspaper article

or with a news report on a smartphone app than in a tweet.

That means that to increase impact it is important that consu-

mers are encouraged in tweets to read the underlying report.

9

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact

http://www.slideshare.net/INGNL/impact-van-social-media-sming13


16

TWEETS DISPLAYING THE ORIGINAL SOURCE ARE MOST RELIABLE AND IMPACTFUL

SENDER DETERMINES RELIABILITY AND IMPACT

The second experiment also involved exposing respondents

to reports from both the NOS and De Volkskrant. The average

scores for the two sources are shown in the graph.

The reliability of a tweet is strongly influenced by its sender,

with an original tweet or retweet considered most reliable. In

both these cases the logo of the NOS or De Volkskrant was

pictured with the tweet. This is not the case for the RT with

a quote or a tweet using a share button, where the profile

picture of the (unknown) sharer is shown.

These findings confirm the results of the 2013 survey, which

showed that a sender’s expertise is key to the reliability and

impact of a tweet.

10

News app



1 2


6


2013

2012


2013

2012

20142013

20142013

52%56%

63%

60%63%

72%

40%37%

28%

23%20%

26%

46%42%

52%

54%58%

48%

16%13%

15%22%

20%23%

78%80%

77%

25%

75%

71%69%67%

73%72%

27%28%

Facebook

31%

68%

53%50%54%

66%73%

34%27%

Youtube

64%

36%

30%23%31%

29%36%

71%64%

Google+

71%

30%

22%21%23%

31%34%

69%66%

LinkedIn

19%

24%

76%

20%21%

23%26%

77%74%

Twitter

16%16%

21%

27%24%

32%

74%76%

68%

50%52%

60%58%

60%68%

42%40%

32%


3Use of news apps



4


52%


48%



43%

29% 47% 55%


Social media

Never18%

16%27%27%


9%9%

7%10%

At leastonce

a month

7%6%

5%7%

Oncea week

13%12%

12%12%

Severaltimes

a week

13%13%

12%11%

Oncea day

25%28%

21%21%

Severaltimesa day

15%16%

13%12%

8


5


10


9

Blogs


Online news sites

Newspaperwebsites

Review sites

2014 2013 2012

News apps

Social media

Online media

Traditional media

4,94,8

5,1

4,34,3

4,7

3,83,7

3,9

4,9NEW


Newspapers

Newspaper websites

Online news sites




Opinion magazines


Review sites

Social media




Blogs

227


Index

205

172

131

121

118

89

75

72

70

62

57

52

30

20

NEW

NEW


7



23% 23%

35% 34%

21%23%

18%20%

13% 13% 12% 12%10% 11%

22% 21%

15%17%

14% 15%

37%

25%22%

16% 17%15% 14%





NEW



42%30%


38%27%


38%25%



42%

29%



38%

25%

Traditionalmedia

0%

25%

50%

75%

100%

Relia

bilit

y

Relia

bilit

y

0%

25%

50%

75%

100%

RT with quote


Retweet

Original Tweet

Impact

‘ ‘

Tweet

Online news site

Impact


Appendix

18

About this study

This study was conducted by Social Embassy and Insites Con-

sulting on behalf of ING. The purpose of the study was to gain

an insight into the developments in the media landscape with

regard to contact with and reliability and impact of reporting

on online and social media.

Survey

An online survey was used to gain an insight into the social

and online media usage of Dutch consumers, the degree to

which they come into contact with news, the extent to which

they consider online, social but also traditional media to be

reliable and the degree to which these types of media have an

impact on consumers’ knowledge, attitude and behaviour. The

questionnaire consisted mainly of multiple choice questions

and statements.

As in previous years in order to compare the impact of different

types of media the technique was used whereby respondents

are presented with three different types of media. For each the

respondents were asked to state which medium they conside-

red the most impactful and which the least. Their ratings were

then used to compile an impact ranking for the various sources

and types of media. Scores represent perceived impact compa-

red to other types of media.

Experiment

Compared to the surveys for 2012 and 2013 this year’s

gained an additional insight into the impact of social me-

dia on consumers’ online and offline behaviour in res-

ponse to news.

Furthermore an experiment was conducted to gain an in-

sight into the reliability and impact of reports from the

same source via a different media channel. Respondents

were presented with four different types of media (tradi-

tional, mobile, online and social) and assessed for each

channel to what extent they consider reporting via this

medium to be reliable and impactful.

A second experiment was carried out to gain an insight

into the reliability and impact of a report with exactly the

same message from the same source, but from a diffe-

rent sender. This experiment also required consumers to

assess the reliability and impact of these reports.

The reports to which the participants were exposed were

based on NOS and Volkskrant reports found on the vari-

ous types of media.

Panel

A total of 1,510 consumers participated in the survey,

representing a cross-section of Dutch society in terms of

both gender and age.

HOW WAS THE STUDY CONDUCTED?

SCOPE+

19

This survey looks at the impact of news reports on traditio-

nal, online and social media on consumers’ knowledge, at-

titude and behaviour. The impact is determined by various

factors: media usage and the age of the target group, contact

frequency, reliability, sentiment and sender.

REPORTS IN: IMPACT ON:IMPACT FACTORS:

Familiarity with subject, knowledge boos-

ted, searching or checking informationKnowledge

Choice made in favour of a product/service

or change in behaviour, product or use of

serviceBehaviour

Positive or negative change in opinion,

opinion confirmedAttitude

Client/non-client

Reliability

Sender

Contact-frequency Sentiment

Age

Relevance

SocialProfififfiile

HOW DOES REPORTING IMPACT KNOWLEDGE, ATTITUDE AND BEHAVIOUR?

IMPACT MODEL+

Offline media such as television, radio, news-

papers, opinion magazines, etc

TraditionalMedia

Independent online news sites (such as nu.nl), newspaper websites, blogs, forums and discussion platforms, review websites and websites of organisations.

OnlineMedia

Platforms such as Facebook, Twitter,

LinkedIn, Google+, YouTube, etc.

SocialMedia

News related apps on the smart-

phone or tablet, like the app from Nu.nl or

NOS, newspaper apps or the Teletekst app.

NewsApps

20

Gender

IncomeAge

Education-LevelofeducationinDutchsystem,fromprimaryschooltopost-graduatelevel

Lager onderwijs

LTS MAVO HAVO VWO VMBO MBO HBO Post HBOonderwijs

Universitaironderwijs

PostUniversitaironderwijs

50%

11%

16%

20%19%

16%

18%

2% 2% 1%4%

10% 10%7%

4% 4%

29% 28%

4% 4%

14%

2%2%

17%

27%

20%

9%

1%

50%

No Idea Prefer not to say

Notapplicable

18 - 24 < 500Euro

25 - 34 500 -1499 Euro

34 - 44 1500 - 2499 Euro

45 - 54 2500 - 3499 Euro

55 - 64 3500 - 4499 Euro

65+ 4500 - 6000 Euro

> 6000 Euro

WHO TOOK PART IN THE SURVEY?

THE RESPONDENTS+

21

MARTIN KLOOS

[email protected]

@martinkloos

+31 (0) 6 549 844 13

DELPHINE VANTOMME

[email protected]

@DelphineVtomme

+32 (0) 926 915 00

HAROLD REUSKEN

[email protected]

@haroldreusken

+31 (0) 6 549 844 13

FOR FURTHER INFORMATION PLEASE CONTACT:

CONTACT INFORMATION+

Date post:	13-Jul-2015
Category:	News & Politics
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