Attachment 11 - MIPS - Key Findings.pdf
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- Request for Information (RFI) - Media Activity
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Media Initiatives & Partnership Support Activity Research Key Findings, Program Activities & Campaign
KEY FINDINGS
OF MEDIA & DIGITAL
LITERACY AMONG
THE POPULATION
IN SERBIA
Television Radio Print Online Portals Social Networks
77 81 23 67 104
Daily average spent time, in minutes respondents place the greatest trust in Internet portals and websites of respondents think TV is the most trusted media of respondents trust the most social networks (Facebook, Instagram, TikTok, Pinterest, LinkedIn…) claim that they do not trust any of the media
Trust in media
24% 19% 17% 35%
4 Key findings on the usage of Media, Social Media and Content across generations
Generation 12-17 Gen Z
18-23 Gen Z
24-39 Millennials
40-53 Gen X
54-60 Baby Boomers
Trusted media
28% Social networks
32% Internet portals
29% Internet portals
27% Television
37% Television
Most referenced
Social Network
53% Instagram
55% Instagram
64% Facebook
59% Facebook
43% Facebook
What is more important – story or post?
44% Story
36% Whatever
39% Post
39% Whatever
44% Whatever
Do you follow influencers?
67% Yes
60% Yes
39% Yes
20% Yes
11% Yes
Generation 12-17 Gen Z
24-39 Millennials
40-53 Gen X
53-...
Baby Boomers
TOP 3
Media Topics
19% Sport
15% Sport
19% Politics
15% Politics
10% Music
13% Politics
16% Sport
12% Sport
6% Fashion & Beauty
6% News
5% Entertainment
11% News
MEDIA AND
INFORMATION
LITERACY ——
4.07 out of 6 is the MIL Index score for the general public
...seek out information on internet portals and web sites using news media apps?
Maximum Score
Actual Score
...cross-check information you gert from media usign multiple different sources?
...differentiate between paid and unpaid content?
...feel able to say who stands to benefit from information published by the outlets you use?
...always check whether the body of an article corresponds to the claims made in the heading?
...understand how Facebook, Instagram and other networks rank and display content you see?
0.86
0.62
0.71
0.66
0.54
0.68
Do you personally...
DIGITAL AND
INFORMATION
LITERACY ——
0.85
0.97
0.88
0.92
0.85
0.87
0.37
0.86
0.73
0.91
0.74
0.63
0.56
0.29
0.55
Maximum Score
Actual Score
DIL Index score stands at 10.97, out of a maximum of 15 uses Facebook every day
Respondents in general spend
Generation Z spends the most time using social networks, each day using social networks per day in total
Social Media uses Youtube every day uses Instagram every day
60% 63% 54% 104 min. 129 min.
of the general public uses the Internet knows how to create Powerpoint presentation knows how to record a video clip and post it online knows how to create a blog (WordPress or
Weebly)
97% 56% 55% 29%
KEY FACTS
on digital literacy
The most convenient news formats
Short factual article
15 16
Long-form analysis piece
Short video content/ feature
Long video content/ feature
Audio content/ feature
Cannot tell
ON THE MEDIA
& DIGITAL LITERACY
OF STAKEHOLDERS
The greatest proportion of respondents from public administration (30%) reported being ready to take part in any kind of training that would enhance knowledge and public outreach.
When choosing how to publish content, firms are mainly guided by the reliability of the content source and reliability of the media outlet.
Lack of self-criticism 75% do not have an in-house fact-checker
Public AdministrationBusiness Media aButton 1:
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