NEW YORK: If forced to rely on a single source for information, women would choose TV and men would take newspapers - but both are most influenced by word of mouth when it comes to purchasing decisions.
A survey of more than 500 households, commissioned by Ogilvy PR Worldwide and conducted by NFO Research, also revealed that PR professionals should focus their attention on local TV news broadcasts. Around 84% of respondents said they tune in to local TV news at least once a day, compared with 74% who tune in to national TV and radio news broadcasts, and 70% for newspapers.
But PRs were warned by the survey that only 33% of watchers pay 'full attention' to these broadcasts. And while Internet use continues to rise sharply, surfers don't trust what they're finding online. Only 45% of respondents trust the web 'sometimes,' compared with the 96% who find traditional news sources reliable.