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Appendix A: Tabulations of trust components by topic and source

The percent of people who say a factor is important depends on the topic

National politics Domestic policy Foreign or international news Crime and public safety Local news Weather or traffic Sports Lifestyle
Percent saying extremely/very important
Accuracy
It gets the facts right 85 82 79 88 77 82 76 65
It presents expert sources and data 79 76 73 68 62 66 66 48
Completeness
It always has the latest news and information 81 76 78 81 75 78 74 62
The reporting is in‑depth 77 72 69 73 64 63 64 49
It covers all the day’s events 66 60 68 72 68 59 61 40
Presentation
It’s concise and gets to the point 80 73 70 80 71 73 61 55
It is easy to find news and information you’re looking for 73 68 74 75 69 71 68 64
Transparency
You know and trust its journalists 68 64 62 64 55 58 60 48
It explains the way it gathers and reports news and information 61 59 55 63 58 52 47 47
Balance
It provides diverse points of view 65 64 57 58 57 48 50 44
You see your community and people like you in the reporting 33 37 25 53 40 35 27 31
It shares your point of view 34 35 19 40 29 36 23 33
Convenience or entertainment
It presents news and information in a way you can talk about it 70 65 57 67 62 61 65 50
It’s a source you’ve always used 55 51 41 62 55 53 52 42
You can multitask or use it when you’re doing something else like household chores 38 44 41 48 39 44 43 38
It makes it entertaining 30 40 26 41 33 38 54 53

Data Source: Question: Think about why you rely on [insert] for the coverage of [insert]. How important is each of the following for you?

MEDIA INSIGHT PROJECT

The percent of people who say a factor is important depends on the type of news source

Local TV National TV Radio Newspaper Media focused on one topic Online only
Percent saying extremely/very important
Accuracy
It gets the facts right 83 81 83 78 77 72
It presents expert sources and data 70 76 68 70 65 68
Completeness
It always has the latest news and information 82 77 77 71 79 75
The reporting is in‑depth 72 72 66 64 62 57
It covers all the day’s events 71 67 57 53 47 47
Presentation
It’s concise and gets to the point 78 76 71 66 69 69
It is easy to find news and information you’re looking for 75 70 64 67 74 74
Transparency
You know and trust its journalists 64 64 63 57 53 53
It explains the way it gathers and reports news and information 59 59 55 48 49 49
Balance
It provides diverse points of view 58 62 60 56 47 61
You see your community and people like you in the reporting 50 31 33 35 25 36
It shares your point of view 37 35 30 23 26 33
Convenience or entertainment
It presents news and information in a way you can talk about it 67 66 63 61 63 63
It’s a source you’ve always used 62 51 47 53 50 40
You can multitask or use it when you’re doing something else like household chores 48 43 53 20 39 41
It makes it entertaining 42 35 35 28 46 44

Data Source: Question: Think about why you rely on [NAMED SOURCE] for the coverage of [NEWS TOPIC FOLLOWED]. How important is each of the following for you?

MEDIA INSIGHT PROJECT

The topic of the news affects which digital features are valued most

National politics Domestic policy Foreign or international news Crime and public safety Local news Weather or traffic Sports Lifestyle
Percent saying extremely/very important
It uses visuals such as photos, videos, lists, or charts 47 52 43 72 38 68 47 56
It allows people to comment on news and information 28 35 23 50 23 36 22 29
The news and information include hyperlinks to get more information 43 48 41 60 40 51 36 49
The site or app loads fast 63 63 57 78 57 72 72 69
It works well on my mobile phone 55 60 40 78 56 72 63 70
The ads do not interfere with getting news and information 64 63 55 77 61 70 64 72

Data Source: Question: Thinking about when you get news from [NAMED SOURCE] on [NEWS TOPIC FOLLOWED] in a digital format, how important is each of the following for you?

MEDIA INSIGHT PROJECT

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