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MEDIA CONSUMPTION IN LIBERATED AND FRONTLINE TERRITORIES

During August 7-12, 2023, KIIS conducted a survey of residents of 10 front-line regions on behalf of the "Ukraine Transformation Communications Activity" project, which is a USAID program implemented by Chemonics International Inc. in Ukraine.

The research was supported by the American people through the U. S. Agency for International Development (USAID).

1,000 interviews were conducted with adult residents of the frontline regions using the online interview method.

Under normal circumstances, the statistical error of the total sample (with a probability of 0.95 and without taking into account the design effect and peculiarities of the applied research method) did not exceed 3.1%. At the same time, under conditions of war, additional systematic deviations of the sample caused by the consequences of Russian aggression may occur. It is also necessary to take into account the peculiarities of the method used (online interview).

 

You can read the full report in Ukrainian.

 

Below are the main results:

 

Interest in news and events in Ukraine and general information consumption practices

  • 78% of respondents on the daily main consume news. Another 12% consume quite regularly (3-4 times a week). Only 10% consume news 1-2 times a week or less;
  • For 97% of respondents, it is quite or very important to follow the news about events in Ukraine (in particular, for 67% it is very important);
  • The absolute majority of respondents primarily receive news from national (54% receive daily) and local (59%) sources. Another, respectively, 32% and 38% receive from 2-3 to 4-6 times a week, that is, fairly regularly on a weekly basis. Of the total international sources, 28% receive news on a daily basis plus 37% receive it weekly;
  • 16% of respondents receive news from Russian sources on a weekly or daily basis, in particular, 6% use Russian sources daily. Moreover, among these respondents who use Russian sources daily/weekly, 44% use both pro-government and opposition sources, 22% - pro-government, 21% - opposition;
  • Among all respondents in general, the main motives of residents of their region to use Russian sources were most often called comparison of information (17%), interest in providing information in Russia (14%), pro-Russian moods (11%), being informed about events in Russia due to their importance for Ukraine ( 11%), understanding the Russians' vision of events (10%);
  • The most popular topics of interest to respondents are: local news (25% consider this topic to be one of the three most interesting for them) and all-Ukrainian news (25%). This is followed by the economy of the country (19%), international news (except Russia) (19%), social issues (15%), scientific and cognitive / educational programs (15%) and health (15%);
  • At the same time, regarding news that they would like to receive more of - 57% talk about information about the progress of the war. This is followed by information about available state support programs for citizens (39%), about services available in the community (36%) and reconstruction plans (33%);
  • 65% of respondents prefer to receive news in video format, and mostly videos of up to 15 minutes. Also, 53% prefer short informative messages. 25% talk about images, and 6% about long articles. The format of podcasts or radio attracts 7%.

 

Selection criteria and trust in information sources

  • Among the criteria for choosing a source of information, there is no undisputed leader, it is simply noticeable that the most respondents talk about the provision of verified information - 42% define this criterion as one of the three most important, and 28% consider it the most important for them. Other main top criteria: relevance of news (31% define it as one of the three most important and 9% consider it the most important), reliability of the source (respectively, 29% and 14%), lack of propaganda (27%);
  • In terms of trust indicators (regardless of usage), Telegram channels lead (51% rather or completely trust them, with only 8% who do not trust them), international mass media (47% vs. 8%) and Ukrainian online media (45% vs. 11% ). 44% trust the TV marathon against 18% who do not trust it. Also in the top five trusted sources - radio, trusted by 37%, not trusted by 9%. TikTok has the lowest trust indicatorss, trusted by 14%, distrusted by 31% (this is the only source from the list that has a negative (and quite pronounced) trust-distrust balance; at the same time, among respondents under 25, 40% trust it).

 

Structure of using specific sources of information

  • The most popular source of information is Telegram channels, which were used by 63% of respondents in the last 7 days before the survey. 43% identify them as the most important source for them. Other top sources are YouTube (40% received information from this source in the last 7 days before taking the survey, in particular, 8% identify the source as the most important for them), Ukrainian Internet media (respectively, 38% and 11%), Facebook ( respectively, 33% and 2%) and TV marathon (respectively, 28% and 11%). Other sources were mentioned less often, in particular, 14% listened to the radio in the last 7 days, and 2% called the radio the most important source for them;
  • Although 14% listened to the radio in the last 7 days, at the same time, 75% do not deny that they listen to it at least sometimes. The main device for listening to the radio is a smartphone, somewhat less commonly called a radio in a vehicle, a tablet / laptop, an FM receiver;
  • The majority of respondents (74%) generally allow the possibility of use, mainly in the form of a supplement to other sources (31%) or as a source in the absence of other sources (33%). At the same time, it will be used as the main one - 10%;
  • 34% of respondents listened to podcasts in the last 30 days. It is also important to note that a third of respondents either could not answer or do not know what podcasts are.

 

Communication between authorities and residents

  • On an open question about public figures who provide reliable information, 37% name V. Zelenskyi. V. Zaluzhnyi (18%) is in conditional second place. They are followed by O. Arestovych (10%), S. Prytula (9%), K. Budanov (9%). Other persons were named less often;
  • Respondents rather have a neutral-positive assessment of the communication between the authorities and residents of the oblast. As for the central government, 32% rated communication well and 42% - neutral (25% negatively rated the communication of this branch of government). In the case of local authorities, there is a slightly higher emphasis on the positive side - 40% rated it well and 30% - neutral (30% bad).

 


27.10.2023
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