Wednesday, August 10th, 2011 - Roy Morgan Research

The Internet is the media channel considered the most reliable source for business news by the majority of Australian businesses.1  National newspapers rank second followed by television, according to the latest Roy Morgan Business Single Source survey — a nationwide survey of 13,381 businesses.

Analysis by business size, however, shows that both Large and Medium sized businesses clearly consider the most reliable source of business news to be Newspapers (combining national and metropolitan newspapers). For Small businesses, internet and newspapers rank quite evenly. It is only Micro businesses (of which there are overwhelmingly the greatest numbers) that consider the Internet to be the most reliable source.

 

Most Reliable Source of Business News — All businesses

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Source: Roy Morgan Business Single Source Survey, 12 months to June 2011, n = 13,381. 
1Business size classified by annual turnover: Large - $50 million or more, Medium - $5 to under $50 million, Small - $1 to under $5 million, Micro — less than $1 million

 

It is noteworthy that perceptions of business news reliability for the other media channels — newspapers, magazines, television and radio — differ among each of the four business segments.

Both Large and Medium sized businesses rank national newspapers most highly in terms of reliability for business news, with the internet ranking second.  In fact, the absolute majority (51%) of large businesses consider newspapers (either national or metropolitan) to be the most reliable business news source.

Purchase the latest detailed Roy Morgan Media Profiles

Purchase the latest detailed Roy Morgan Media Profiles
Source
: Roy Morgan Business Single Source Survey, 12 months to June 2011, n = 13,381.

 

Although newspapers are the dominant source of business news for both Large and Medium businesses, the internet dominates for businesses overall due to the fact that - in terms of sheer numbers - Micro businesses make up 89% of Australian businesses.

For both Small and Micro businesses the internet ranks highest as most reliable source for business news.  National newspapers rank second followed by free to air television, across both segments.

Note that for Small businesses the combination of national and metropolitan newspapers slightly outranks the internet.

Purchase the latest detailed Roy Morgan Media Profiles

Purchase the latest detailed Roy Morgan Media Profiles

Source: Roy Morgan Business Single Source Survey, 12 months to June 2011, n = 13,381.

The survey indicates a marked difference in the perceptions of television and radio as the most reliable sources for business news.  For example, whilst 11% of Micro businesses consider radio the most reliable source for business news, only 3% of Large businesses share this same perception.

Similarly, 16% of Micro businesses consider free-to-air television the most reliable business news source, compared to 10% of Large businesses who share that opinion.

George Pesutto, Industry Director — Media, Roy Morgan Research says:

“Whilst the internet dominates for businesses overall, the latest business survey highlights the enduring role of national newspapers as the most reliable source for business news among medium and large businesses.

“Magazines, on the other hand, are ranked the lowest for business news reliability, regardless of business size.  This suggests magazines are not considered to be news vehicles as such, but rather as being more about delivering depth of information and insights.

“The speed-to-market of news delivered via the internet and daily newspapers could also be a contributing factor in the relatively low ranking for business magazines.

“It is interesting that television and radio rank more highly as reliable sources of business news among smaller businesses, significantly more so than they do among the larger businesses.

“There is no question, however, that two media channels — newspapers and the internet — do stand out as being considered to provide the most reliable business news to Australian business decision makers.”

 

About Roy Morgan Business Single Source:

Roy Morgan Business Single Source is designed to be the ideal single source model for all Australian business, covering all industries and turnovers.  Roy Morgan Business Single Source conducts more than 1,100 surveys each month which amounts to in excess of 13,000 interviews completed each year across the spectrum of Micro, Small, Medium and Large businesses Australia-wide.

The survey interviews CEOs, CFOs, owners, proprietors and senior decision makers about the business and financial decisions they make relating to financial services, technology, media and communications.  All interviews are conducted online following recruitment through telephone interviews.  Results can be evaluated by business size (either by turnover or number of employees).

Click here to view our extensive range of media profiles, across print, internet, radio, television, and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Click here to purchase Roy Morgan's Online Store profiles.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Please click on this link to the Roy Morgan Online Store

http://www.roymorganonlinestore.com/Browse/Australia/Media.aspx

 

For comments or further detail, please contact:

George Pesutto, Industry Director — Media

Office: +613 9629 6888

Email: [email protected]

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Internet, media most useful for businesses, Newspapers the most reliable sources of business news, media channel, Roy Morgan Business Single Source Survey

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