July 2001
Elderly Most Distrustful of Advertising
A recent survey shows that four-out-of-ten people feel that they can't always tell the difference between trustworthy and misleading advertising, and nearly half of people aged 55 and over agree with this statement. The survey also found that employed people and those with the highest incomes were the most likely to be uncertain of what advertising they could trust. Conversely, two thirds of low income earners were confident that they could tell the difference between trustworthy and untrustworthy advertising.
The survey also showed that women were slightly more likely to be trustful of advertising than men.
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| How This Research Was Conducted The findings above are just one part of McNair Ingenuity Research's on-going social research program, Australians Today. This particular segment was conducted in Sydney amongst 301 people aged 18+ by telephone between Thursday 12th and Saturday 14th of July. The 300 Respondents were selected randomly across Sydney from the electronic white pages. The interviews were conducted by trained interviewers according to standards set-out by Interviewer Quality Control Australia. A quality control validation was conducted across 10% of the interviews. Respondents were asked: I'm now going to read out some statements. Using a scale of 1 to 5 where 5 is strongly agree and 1 is strongly disagree, how much do you agree or disagree with the following statement: `I can't always tell the difference between trustworthy and misleading advertising.' The above information is copyright to McNair Ingenuity Research and may not be reproduced or published without McNair Ingenuity Research's express permission. Contact Matt Balogh ph 02 9966 9133. | |
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