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Tag: Jim Egan

  • Nearly three quarters find it hard to distinguish real from fake news

    BBC study reveals value of trust for Indian audiences and brands

    By A Correspondent

     

    BBC World News and BBC.com have published a study of APAC news consumers on the value of trusted news sources in the fake news era.

     

    In an ever-changing and connected world, news stories are affecting audiences’ lives like never before. With regional events having a greater impact globally, audiences turn to news sources in order to gain clarity and insight on global stories.  The new BBC study, titled ‘The Value of News – and the Importance of Trust’, revealed that 85 per cent of Indian news consumers say that international news is more important now than ever before – the highest across the countries surveyed.  However, 83per cent are concerned about fake newsand 72per cent find it hard to distinguish between real and fake news. 83per cent of respondents say they are more inclined to refer to well-known and established news brands because of fake news.

     

    The BBC study revealed new insights into the value of trust for brands advertising on media outlets.  Traditional news publishers are the most trusted type of digital platform and the trust level for brands associated with these outlets is more than 40per cent higher than digital native news websites. In India, 69per cent say they would trust an advertiser more and almost three quarters (73per cent) say their brand consideration would increase if it is advertised on a trusted news channel or website. In addition, they are more inclined to read sponsored content on these sites (78per cent agree). Conversely, more than seven out of ten people (71per cent) say that being associated with an untrusted media outlet would negatively affect their perception of a brand.

     

    TV is still the most popular platform for Indians who want to stay up-to-date with international news, with 93per cent saying they use it, followed by social media (80per cent), newspapers (62per cent), news apps (54per cent), websites (45per cent) and news aggregators (44per cent). The study shows that news consumers both in India and across the wider APAC region consider BBC World News to be the most trusted international news channel.

     

    According to The Global Web Index, consumers’ use of digital news/social feeds complements, rather than cannibalises, news consumption on pay TV. Across APAC, online news consumers are four times as likely to watch international news** channels as those who don’t consume news online and 94per cent of Indian mobile phone users share international news stories on messaging platforms – again the most of any country surveyed.

     

    Said Jim Egan, CEO for BBC Global News Ltd:“These results reveal the full extent to which India is feeling the effects of the fake news phenomenon.  Trust is becoming increasingly important as people seek out information they can rely on and the BBC’s traditional values of accuracy and impartiality have never been more relevant to both audiences and brands who can benefit from being aligned with them.”

     

  • Mobile advertising is four times as effective as the already proven advertising medium desktop, as per the BBC World News survey conducted by Millward Brown

    BBC study reveals impact of mobile ads on affluent consumers

    By A Correspondent

     

    BBC World News and BBC.com/news have released the results of a global study examining the usage of mobile devices by consumers around the world. The study was conducted by Millward Brown.

     

    The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US and compared the habits of affluent consumers – the highest 20% income earners in each country – to those of the general population.

     

    The results reveal the increasing importance of smartphones to affluent consumers and demonstrate the extent to which mobile devices are integrated into their personal and, crucially, their business lives, as improved technology enables greater engagement with content. The study also provides clear evidence that affluent consumers are significantly more receptive to mobile advertising than the general population.

     

    Key findings include:

    • 51% of affluent consumers use their mobile phone for business, compared to 40% of the general population

     

    • 39% of affluent consumers access the internet via their mobile devices at least once an hour, which is 18% higher than the general population

     

    • Affluent consumers are 18% more likely to share their location to get relevant services than the general population

     

    • Affluent consumers are more likely to prefer mobile devices to desktop for news-related content than the general population.  The contrast is particularly notable for current affairs or breaking news, where the figure is 15% higher for affluent consumers than the general population, and business/finance news, where it is 28% higher

     

    • News apps are the most commonly used mobile phone apps for affluent consumers, whilst social network apps are favoured by the general population

     

    • A third of affluent consumers agree that, if a brand wants to be modern and dynamic, it needs to be on mobile – 15% higher than the general population

     

    • Mobile advertising is twice as effective as the already proven advertising medium desktop in driving key brand metrics such as awareness, favourability and purchase intent amongst the total population. This figure rises to four times as effective for affluent consumers

     

    • High income earners are as positive towards advertising on mobile (19%) as desktop (18%). The percentage who are happy to see ads on mobile websites rises to 41% for sites where the content is free.

     

     

    India

    • 55% of affluent Indian consumers access the internet hourly in India on mobile devices vs. 39% of total affluent consumers

     

    • Affluent Indian consumers are far more likely to use their phone for business (79%) vs. 51% for total affluent consumers

     

    • Over half of affluent consumers in India agree that their smartphone is the primary tool for organising their personal life

     

    • 58% of affluent consumers in India agree that an increasing amount of their work is being accomplished on their mobile device (compared to 35% all affluent consumers)

     

    • 56% of affluent consumers in India prefer to use their mobile device to access news, rather than using a desktop (30% for all affluent consumers)

     

    • 52% of affluent consumers in India are more likely to share stories on mobile rather than desktop (compared 31% for all affluent consumers).

     

    • 56% of affluent Indian consumers agreed that to be seen as modern and dynamic a brand needs to be on mobile (compared to 30% all affluent consumers).

     

     

    The survey emphasises the growing trend for news consumption on mobile platforms and reflects the results of the BBC’s 2012 study of news consumption -http://www.bbc.co.uk/mediacentre/worldnews/news-consumption.html- in which 59% of affluent consumers expected to consume more news on their phones over the next five years.

     

    When asked which single device they prefer to use for news, the number of affluent consumers who name the mobile phone has risen by 15% since 2012 and tablet is up by 9%. In contrast, the amount of people who say they prefer desktop has decreased by 17%.

     

    Additionally, 2012’s survey found that news consumption on mobiles was mainly restricted to scanning news headlines. In comparison, 34% of new handset users (new/latest handsets are defined as those released since September 2012) surveyed in the new study say they now dive deeper when consuming news and are likely to read additional articles connected the original piece. This is 42% higher than for those using older handsets. Owners of the latest handsets are also 10% more likely than the general population to watch news video or stream content on their mobile phones.

     

    Jim Egan, CEO of BBC Global News Ltd said: “The rapidly growing importance of mobile to our global audiences is one of the big themes for our industry and we are constantly working to create the best mobile browsing experience, be that with the introduction of our international BBC News and Sports apps, or on-going responsive design innovations. This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles. This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.”