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'Blogs not trusted for serious news'
They're the last place people turn during major events, says survey...

By Candace Lombardi

Published: Tuesday 03 October 2006

A survey of media consumption in the US has found 50 per cent of people opt for traditional media such as television, radio and newspapers as their primary source for information during major events like hurricanes, rather than turning to "emerging media" forms such as blogs.

The survey characterised "emerging media" as internet sites by citizen journalists in the form of blogs, podcasts or internet-only publications. Internet news sites, such as those grown from newspapers or television networks, were grouped with traditional media or broken out into their own category.

When asked for their top three choices for accurate and up-to-the-minute information, 50 per cent of people surveyed chose network/local television, 42 per cent chose radio, and 37 per cent chose newspapers. Slightly more than a third picked cable news or business networks, and 25 per cent said they went to "internet sites of print and broadcast media". Only six per cent said they turned to "emerging media" sources.

When asked to choose the top five topics that interested them, consumers were more into pop culture than politics. The most popular topics, chosen by about a third of the consumers surveyed, are popular entertainment (books, movies, music, TV, plays), hobbies, weather and food/cooking/dining. Almost a quarter of the people chose sports.

In seeking out information on those kinds of topics, blogs, user groups and chatrooms are the most popular after traditional lifestyle media. Weekly or monthly magazines are next, followed by radio and internet sites dedicated to a specific topic.

Fifty-two per cent of the consumers surveyed said they will probably stick with traditional news sources (including mainstream internet news sites), while 35 per cent said they would rely on both traditional and emerging media. Thirteen per cent said they will rely primarily on emerging media for their news in the future.

The survey consulted 333 business professionals and 1,167 consumers between the ages of 25 and 64. It was sponsored by LexisNexis.

Candace Lombardi writes for CNET News.com