{"id":14703,"date":"2017-11-30T10:00:15","date_gmt":"2017-11-30T09:00:15","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=14703"},"modified":"2017-12-18T12:21:15","modified_gmt":"2017-12-18T11:21:15","slug":"kantar-pour-la-confiance-dans-les-medias-traditionnels-fake-news-egale-good-news","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/kantar-pour-la-confiance-dans-les-medias-traditionnels-fake-news-egale-good-news\/","title":{"rendered":"Kantar : Pour la confiance dans les m\u00e9dias traditionnels, \u2018fake news\u2019 \u00e9gale \u2018good news\u2019"},"content":{"rendered":"<p><em>La r\u00e9putation des m\u00e9dias traditionnels, \u00e0 savoir le print et la t\u00e9l\u00e9diffusion, est invariablement solide en ces temps d\u2019inqui\u00e9tude des consommateurs face au \u2018fake news\u2019. Les m\u00e9dias sociaux et les plateformes d\u2019information exclusivement num\u00e9riques souffrent toutefois d\u2019une grande d\u00e9gradation de leur image. C\u2019est ce que conclut le bureau d\u2019\u00e9tudes de march\u00e9 Kantar dans le cadre de son \u00e9tude \u2018Trust in News\u2019, men\u00e9e dans quatre pays majeurs (dont le Royaume-Uni et la France). Les magazines imprim\u00e9s r\u00e9coltent le plus haut taux de confiance de tous les m\u00e9dias, les m\u00e9dias sociaux et les applis de messagerie fermant la marche.<br \/>\n<\/em><br \/>\n<iframe src=\"https:\/\/uk.kantar.com\/chart?id=28978&amp;chartSize=600&amp;chartType=Bar&amp;chartId=2338\" width=\"600\" height=\"650\" frameborder=\"0\" scrolling=\"no\"><\/iframe><br \/>\nLes m\u00e9dias d\u2019information, dont les magazines, sont confront\u00e9s \u00e0 un nouveau type de public mieux inform\u00e9, mais n\u2019ajoutant donc plus automatiquement foi \u00e0 tout, ne partageant plus tout et v\u00e9rifiant r\u00e9guli\u00e8rement les informations par soi-m\u00eame (plus de 75 % indique l\u2019avoir d\u00e9j\u00e0 fait). C\u2019est un public qui appr\u00e9cie le bon journalisme, mais qui est aussi sceptique quant \u00e0 savoir si ce dernier remplit suffisamment son r\u00f4le.<\/p>\n<p>Quelques conclusions tir\u00e9es de l\u2019\u00e9tude Kantar\u00a0:<\/p>\n<ul>\n<li>39 % utilise plus de sources d\u2019information qu\u2019il y a un an<\/li>\n<li>72 % estime que les magazines imprim\u00e9s forment la source la plus fiable<\/li>\n<li>78 % se tient au courant en ligne de l\u2019actualit\u00e9<\/li>\n<li>41 % fait moins confiance aux m\u00e9dias sociaux qu\u2019il y a un an<\/li>\n<li>61 % est inquiet du fait que les m\u00e9dias d\u2019information n\u2019exigent pas suffisamment des comptes de la part des politiciens et leaders d\u2019affaires<\/li>\n<li>40 % des utilisateurs de m\u00e9dias sociaux consultent aussi d\u2019autres sources d\u2019information<\/li>\n<li>l\u2019an dernier, 42 % des 18 \u00e0 34 ans ont pay\u00e9 pour leur information (contre 22 % des 35+)<\/li>\n<li>73 % pense que la pr\u00e9cision dans le journalisme est une condition sine qua non pour une d\u00e9mocratie saine<\/li>\n<li>56 % croit que ce qu\u2019il ou elle lit est g\u00e9n\u00e9ralement vrai et non \u2018fake\u2019<\/li>\n<\/ul>\n<p>La baisse de r\u00e9putation n 2017 s\u2019est surtout fait ressentir du c\u00f4t\u00e9 des m\u00e9dias sociaux et des entreprise exclusivement num\u00e9riques, tandis que les r\u00e9putations des soci\u00e9t\u00e9s m\u00e9dia traditionnelles se sont av\u00e9r\u00e9es plus coriaces. Les magazines imprim\u00e9s ont enregistr\u00e9 une baisse de confiance chez 23 % du public, tout en notant une hausse de confiance identique aupr\u00e8s d\u2019une autre partie du public. En moyenne, la confiance n\u2019a donc pas boug\u00e9 d\u2019un poil. Les journaux papier, eux, n\u2019ont pas totalement pu compenser la chute de 23 %\u00a0 (+17 %).<\/p>\n<p>L\u2019int\u00e9r\u00eat pour l\u2019information ne cesse de cro\u00eetre, nous r\u00e9v\u00e8le l\u2019\u00e9tude Kantar, aussi, voire sp\u00e9cialement, chez les cibles plus jeunes (18-34). Celles-ci s\u2019habituent toujours plus aux abonnements payants pour des services comme Netflix et Spotify, ce qui fait que payer pour des services d\u2019information leur semble moins bizarre que \u00e7a ne l\u2019est aux yeux de lecteurs plus \u00e2g\u00e9s. C\u2019est une bonne nouvelle pour les entreprises m\u00e9dia.<\/p>\n<p>Eric Salama, le CEO de Kantar, souligne que les m\u00e9dias traditionnels sont maintenant confront\u00e9s au d\u00e9fi \u00a0de tirer profit de la confiance et de la loyaut\u00e9 dont fait montre le public\u00a0:<\/p>\n<blockquote><p>\u00ab\u00a0Traditional news media have largely rebutted the \u2018fake news\u2019 accusations and continue to enjoy high levels of trust among news audiences. The challenge now is for those companies to monetise that loyalty.\u00a0\u00bb<\/p><\/blockquote>\n<p>Source\u00a0: <a href=\"http:\/\/www.tnsglobal.be\/fake_news_trust_mainstream_news_brands\" target=\"_blank\">Kantar<\/a><br \/>\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/6IzJzpPHbO7Fvj\" width=\"668\" height=\"714\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Kantar trust in news report\" href=\"\/\/www.slideshare.net\/secret\/6IzJzpPHbO7Fvj\" target=\"_blank\">Kantar trust in news report<\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/magazinemediaBE\" target=\"_blank\">magazinemediaBE<\/a><\/strong><\/div>\n<p><em>* \u00c0 propos de l\u2019\u00e9tude \u2018Trust in News\u2019\u00a0: Kantar a interrog\u00e9 8.000 personnes aux Etats-Unis, au Royaume-Uni, en France et au Br\u00e9sil quant \u00e0 leurs attitudes envers le journalisme d\u2019information couvrant la politique et les \u00e9lections.\u00a0<\/em><\/p>\n<p><em>D&rsquo;autres recherches sur le m\u00eame sujet:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/le-bon-contexte-rapporte-de-lattention-de-la-pertinence-et-de-la-confiance-aux-marques\/\" target=\"_blank\">Le bon contexte rapporte de l\u2019attention, de la pertinence et de la confiance aux marques<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/les-lecteurs-esperent-quil-y-aura-toujours-des-magazines\/\" target=\"_blank\">Les lecteurs esp\u00e8rent qu\u2019il y aura toujours des magazines<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/le-contexte-media-impacte-la-confiance-de-marque\/\" target=\"_blank\">Le contexte m\u00e9dia impacte la confiance de marque<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/limportance-dun-contexte-sur-et-de-qualite-ne-peut-etre-sous-estimee\/\" target=\"_blank\">\u201d L\u2019importance d\u2019un contexte s\u00fbr et de qualit\u00e9 ne peut \u00eatre sous-estim\u00e9e \u201c<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/la-passion-se-nourrit-du-media-magazine\/\" target=\"_blank\">La passion se nourrit du m\u00e9dia magazine<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/ces-dix-dernieres-annees-les-magazines-ont-gagne-en-efficacite\/\" target=\"_blank\">Ces dix derni\u00e8res ann\u00e9es, les magazines ont gagn\u00e9 en efficacit\u00e9<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/le-print-continue-a-jouer-un-role-important-dans-la-vie-quotidienne\/\" target=\"_blank\">Le print continue \u00e0 jouer un r\u00f4le important dans la vie quotidienne<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La r\u00e9putation des m\u00e9dias traditionnels, \u00e0 savoir le print et la t\u00e9l\u00e9diffusion, est invariablement solide en ces temps d\u2019inqui\u00e9tude des consommateurs face au \u2018fake news\u2019. Les m\u00e9dias sociaux et les plateformes d\u2019information exclusivement num\u00e9riques souffrent toutefois d\u2019une grande d\u00e9gradation de leur image. C\u2019est ce que conclut le bureau d\u2019\u00e9tudes de&#8230;<\/p>\n","protected":false},"author":2,"featured_media":14694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1022],"class_list":["post-14703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-concours"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kantar : Pour la confiance dans les m\u00e9dias traditionnels, \u2018fake news\u2019 \u00e9gale \u2018good news\u2019 - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Kantar \u00e9tude \u2018Trust in News\u2019. 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