Media Program in Ukraine ANNUAL MEDIA CONSUMPTION SURVEY UKRAINE 2019 This survey is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents are the sole responsibility of InMind and do not necessarily reflect the views of USAID, the United States Government or Internews. July 2019 NATIONAL SURVEY Audience: general public Media Program in Ukraine CONTENTS Aims and objectives of the study 3 Study Design 4 Key Findings 6 Media Consumption 10 Trust in the Media 23 Media Literacy 30 Awareness of Reforms 40 Russian Mass Media 48 News Topics. Audience Engagement 54 Socio-Demographic Profile 61 Media Program in Ukraine AIMS AND OBJECTIVES OF THE STUDY • To find out the attitude of the general public to the media • To assess the level of satisfaction with regional, national, and Russian media of all types • To estimate consumer preferences for different types of media • To measure the consumption of different types of media • To rate the level of trust in different types of media • To estimate the level of media literacy of the public • To assess the level of awareness and understanding of media coverage of reforms 3 Media Program in Ukraine STUDY DESIGN. Quantitative stage Method F2F interviews Geography Ukraine, cities of 50 K+ Target audience exclusive of Crimea and ATO / JFO area Men / Women 18-65 Fieldwork dates Wave 2015: May – June Wave 2016: May – June Wave 2017: May – June Wave 2018: May – June Wave 2019: June – July Sample size Total sample ~ 4,000 interviews / wave, of which 300 interviews in each of 12 oblasts: Kyivska, Vinnytska, Dnipropetrovska, Donetska, Zaporizka, Lvivska, Mykolaivska, Odeska, Poltavska, Sumska, Kharkivska, Khersonska. Representative part ~ 1,640 interviews / wave. In order to ensure the representativeness of the array special statistical weights were constructed. It aligned the structure of arrays in accordance with official statistics by such parameters as region, type of settlement, gender, age. The sampling error with a probability of 0.95 does not exceed 2.5%. 4 Media Program in Ukraine STUDY DESIGN. Qualitative stage Method Focus-group discussions (FGD) Geography (2019) Kyiv (2 FGD) Target audience Lviv (2 FGD) Men / Women 18-65 Odesa (2 FGD) Melitopol (1 FGD) Fieldwork dates Zhytomyr (1 FGD) Wave 2017: August Mariupol (1 FGD) Wave 2018: August Korsun-Shevchenkivskyi (1 FGD) Wave 2019: May-June, September Sample size 2017-2018 focus groups were conducted at the end of the quantitative stage to further interpret the data obtained in the study. 8 FGDs were held annually. 2019 the qualitative part was conducted in 2 phases: 4 FGDs before the beginning of the quantitative stage to clarify and refine the toolkit and 6 FGDs - after the survey to obtain additional interpretations of the data. 6 Media Program in Ukraine Online media enjoy popularity with 18-45 year-old Ukrainians; TRUST IN THE MEDIA Key Findings (1) receiving news from the "global network" consumers often prefer news services (like Google News, ukr.net). The public's disillusionment with key public institutions has The social function of the Internet is also becoming more also led to a crisis in confidence in the media. significant – in 2019, the share of those who use the net to All media sources, irrespective of the territory of its coverage, MEDIA USE communicate on social networks, through messengers and lost Ukrainians' confidence in 2019 - the figure ranges In 2019, the television media lost their lead among news email has increased significantly. between 19% (for national press and local radio) and 51% (for sources due to the significant growth of the share of audience The audience of social media is also young – 18-45 y.o. The national online media). The main reasons for distrust are the using social networks for this purpose. The share of those share of Facebook users continues to grow; Facebook is also unreliability and bias of news reports. who use other conventional media, such as radio and print gaining a foothold as a news source. Ukrainians extensively media, is also steadily declining. This attests to the transition use Viber and YouTube, however, these networks are not that To what extent do you trust the news? from traditional media to electronic ones, which is a global active in distributing news content. Russian social networks (showing the share of those who fully trust it tend to trust it) trend in the media sector. are increasingly more falling from grace with Ukrainians. 2015 2016 2017 2018 2019 What media have you used in the past 30 Trust in national media days to receive news? What social network do you mainly use to 85 82 TV 61% 58% 54% 61% 49% 77 77 get news? 68 66 2015 2016 60 59 2017 2018 Internet 47% 52% 48% 58% 51% 51 52 53 55 54 45 47 2019 49 2015 2016 2017 2018 35 31 42 28 27 26 2019 Print media 34% 31% 28% 33% 19% 23 24 21 31 18 15 27 25 23 21 18 20 Radio 39% 36% 33% 39% 22% 12 10 6 8 Social networks TV News websites Radio Print media 4 Trust in regional media % data The audience of television still includes older Ukrainians (46+). The most popular TV channels are 1 +1 and Inter. TV 51% 52% 46% 56% 41% Every year, the share of active Internet users is increasing – in 2015 about 70% of respondents used the network from Internet 40% 45% 42% 52% 44% time to time, whereas in 2019 as many Ukrainians use the % data Internet daily. Print media 36% 33% 31% 35% 20% Radio 35% 32% 30% 34% 19% 7 Media Program in Ukraine AUDIENCE OF ONLINE MEDIA National print media: The most popular periodicals are Key Findings (2) Segodnya and Fakty i Kommentarii. The level of What news sites have you visited in the past 30 days? consumption of national print media is highest in the (among online media consumers) North (70%). For all types of media, except print media, respondents 2015 2016 2017 2018 2019 Regional print media: Regional media are most prefer national media to regional ones. Besides, in 2019 Internet usage preferred by residents of the South (88%) and the Center the audience of regional television and online media National 93% 91% 90% 92% 89% (86%). decreased. Regional 28% 31% 31% 42% 33% TV AUDIENCE Foreign 11% RADIO AUDIENCE Which TV channels have you watched in the past 30 National online media: In all oblasts, at least 79% of What radio stations have you listened to in the past 30 days? (among TV consumers) residents use national news sites. days? (among radio consumers) Regional online media: The leaders in terms of regional 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019 TV usage online media consumption are Zaporizka (54%), Mykolaivska, (54%) and Donetska (53%) oblasts. Local Radio usage National 99% 99% 99% 99% 99% media are least used to receive news by the residents of National 87% 90% 93% 92% 91% Regional 43% 44% 39% 45% 30% Kharkivska oblast (19%). Regional 27% 28% 25% 27% 22% Foreign 4% Foreign 2% National TV: In all oblasts, more than 95% of TV The main type of radio is national stations, the most consumers watch nationwide channels. AUDIENCE OF PRINT MEDIA popular among listeners being Hit FM. Regional TV: The leaders in terms of regional media Regional radio stations are most common in the Western consumption are Zaporizka (49%), Odeska (47%), and region (50%). Donetska (45%) oblasts. Local media channels are least What print sources have you read in the past 30 days? used to receive news by the residents of Kharkivska (among consumers of print media) oblast (19%). 2015 2016 2017 2018 2019 Print media usage National 61% 55% 50% 58% 56% Regional 63% 70% 68% 69% 65% Foreign 2% 8 Media Program in Ukraine Do you know that sometimes the media publish paid / In 2019, there has been a decrease in share of sponsored content, covert advertising presented as ordinary respondents who believe that it is important to know who Key Findings (3) materials? the media owner is. Most respondents – 54% - do not 74% 65% 2015 know the owners of national media, and the share of 49% 55% 55% MEDIA LITERACY 2016 those who know the owners of regional media does not 2017 exceed 7%. Almost 60% of Ukrainians are not inclined to critical 2018 thinking – they trust their favorite / usual media or rely on 2019 intuition. Unfortunately, the share of such respondents Yes, I do REFORMS has increased in 2019. 75% of the audience are aware of the existence of disinformation, but more than half of those who know Awareness of the energy sector reform has increased over the year, while the pension and health care reform The main requirements that the audience has for the about it do not consider this to be a pressing problem have been covered in the media significantly less. news are completeness and truthfulness. It is worth (54%). However, such a reduction in the amount of information noting that the lack of these qualities in news content Do you know that the media sometimes publish false / fake did not affect the perception of sufficiency of the spawns distrust of the media. materials? coverage of the transformations – the audience believe What general requirements should the news meet? 2015 that materials on almost all the reforms are sufficient; (TOP 5 most important) 75% 2016 what is more, the share of those who think that there is 2017 2019 2018 an excess of such information has increased. 2019 Completeness 22% RUSSIAN MEDIA Truthfulness 22% Yes, I do Only 13% of Ukrainians personally use Russian media, Only 11% were able to accurately distinguish true Accuracy 11% but one in three respondents has someone in their information from questionable information, while 68% of environment who uses Russian media as a news source.