As if traditional media needed more bad news: November 2014 polling by Edelman found that online search engines had surpassed traditional media to become the most-trusted media source globally. The firm’s 2015 report revealed that 64% of internet users worldwide trusted online search engines the most (vs. 63% the prior year) for information. Meanwhile, traditional media saw its response rate fall from 65% to 62% year over year.
Hybrid media—which blends traditional and digital formats—sat in third place, holding tight at 53% of respondents. While social media and owned media rounded out the list, both saw decent gains. Nearly half of respondents trusted social media for news and information, compared with 45% the prior year, and the response rate for owned media rose from 44% to 47%. Read the rest at eMarketer.