Segmenting audiences by the number of news brands they said they trusted
Percentage classified in each group according to the number of brands trusted ‘somewhat’ or ‘completely’.
TRUST_NEWSX. Generally speaking, to what extent do you trust information from the following sources? Base: Total sample in each country: Brazil = 2,050, India = 2,015, United Kingdom = 2,000, United States = 1,987. Note: Respondents were asked about 15 news brands in each country and ranked according to the number of brands they said they trusted ‘somewhat’ or ‘completely’. Those below the 30th percentile for their country were classified as ‘generally untrusting’ and those above the 70th percentile were classified as ‘generally trusting’.