IPSOS POLL DATA Prepared by Ipsos Public Affairs IPSOS PUBLIC AFFAIRS: BuzzFeed Facebook News 3-28-2017 These are findings from an Ipsos poll conducted March 23-28, 2017. For the survey, a sample of roughly 3,025 adults from the continental U.S., Alaska and Hawaii was interviewed online in English. The sample for this study was randomly drawn from Ipsos’s online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2015 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, region, race/ethnicity and income. Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.0 percentage points for all respondents (see link below for more info on Ipsos online polling “Credibility Intervals”). Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=3,025, DEFF=1.5, adjusted Confidence Interval=3.5). For more information about Ipsos online polling methodology, please go here http://goo.gl/yJBkuf 1. Do you or does anyone in your immediate family work for… Total N= 3,025 A school or educational facility A hospital, doctor’s office or medical clinic A market research firm or marketing department within a firm A media company (television, publisher, newspaper, magazine, etc.) An advertising or public relations agency None of the above 11% 8% 2% 2% 1% 80% IPSOS POLL DATA Prepared by Ipsos Public Affairs 2. Generally speaking, do you usually think of yourself as a Democrat, Republican, or Independent? Total N= 2,887 Democrat Republican Independent Other 37% 31% 28% 3% 3. In talking to people about elections, we often find that people were not able to vote because they weren’t registered, they were sick, or they just didn’t have time. Which of the following best describes you: Democr at Republic an Independ ent N= 1,072 N= 905 N= 817 80% 84% 87% 71% 13% 9% 8% 20% 3% 3% 2% 4% 3% 3% 2% 4% 1% 1% 1% 1% Total N= 2,887 I am sure I voted in the November election I did not vote in the election this November I thought about voting in the November election, but didn’t I usually vote, but didn’t vote in the November election Don’t know 4. Who did you vote for in the 2016 Presidential election? N= 2,299 Democr at Republic an Independ ent 48% 43% 88% 8% 8% 86% 40% 40% Total Hillary Clinton Donald Trump N= 900 N= 788 N=577 IPSOS POLL DATA Prepared by Ipsos Public Affairs Gary Johnson Jull Stein Other 4% 2% 3% 1% 1% 2% 3% 1% 3% 9% 4% 7% 5. Thus far, how satisfied are you with the job President Trump is doing? Total N=2,887 Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied 20% 23% 13% 38% Democr at Republic an Independ ent N= 1,072 N= 905 N=817 6% 11% 14% 64% 44% 36% 9% 8% 14% 26% 16% 36% 6. There are many different sources you could turn to to read the news and current events online. For each of the following, please indicate how major or minor of a source it is for you, personally, when reading news and current events online. Is a major source of news for me Total N=2,887 BuzzFeed Huffington Post New York Times Facebook Twitter VICE CNN Vox Business Insider Washington Post Google News Yahoo News Fox News Breitbart Daily Kos Drudge Report 8% 12% 20% 22% 11% 6% 32% 4% 6% 16% 17% 13% 29% 5% 4% 6% Democr at Republic an Independ ent N= 1,072 N= 905 N=817 9% 17% 29% 23% 13% 5% 43% 4% 6% 23% 21% 15% 20% 3% 4% 4% 10% 9% 15% 22% 13% 8% 24% 5% 8% 12% 17% 13% 44% 10% 6% 9% 5% 10% 14% 22% 8% 4% 26% 2% 3% 12% 13% 12% 25% 3% 2% 4% Democr Republic Independ Is a minor source of news for me Total IPSOS POLL DATA Prepared by Ipsos Public Affairs N=2,887 BuzzFeed Huffington Post New York Times Facebook Twitter VICE CNN Vox Business Insider Washington Post Google News Yahoo News Fox News Breitbart Daily Kos Drudge Report 19% 23% 23% 26% 15% 10% 28% 9% 15% 22% 28% 27% 27% 9% 8% 10% at an ent N= 1,072 N= 905 N=817 21% 30% 27% 28% 17% 13% 33% 11% 17% 24% 29% 26% 25% 8% 10% 8% 16% 18% 17% 24% 14% 9% 21% 8% 16% 19% 26% 29% 30% 12% 8% 12% 17% 22% 24% 26% 13% 7% 30% 6% 13% 23% 31% 26% 26% 7% 6% 9% Democr at Republic an Independ ent 26% 23% 19% 21% 16% 15% 15% 13% 21% 21% 24% 27% 20% 9% 10% 13% 17% 22% 23% 20% 13% 8% 25% 7% 16% 21% 23% 22% 15% 12% 7% 14% 25% 27% 25% 19% 20% 11% 22% 9% 21% 23% 26% 25% 24% 10% 8% 15% Democr Republic Independ Is rarely a source of news for me Total N=2,887 BuzzFeed Huffington Post New York Times Facebook Twitter VICE CNN Vox Business Insider Washington Post Google News Yahoo News Fox News Breitbart Daily Kos Drudge Report 23% 24% 22% 20% 16% 12% 20% 10% 20% 22% 24% 25% 20% 10% 8% 14% N= 1,072 N= 905 N=817 Is never a source of news for me Total IPSOS POLL DATA Prepared by Ipsos Public Affairs N=2,887 BuzzFeed Huffington Post New York Times Facebook Twitter VICE CNN Vox Business Insider Washington Post Google News Yahoo News Fox News Breitbart Daily Kos Drudge Report at an ent N= 1,072 N= 905 N=817 29% 20% 20% 27% 47% 24% 7% 24% 30% 24% 20% 26% 33% 41% 23% 34% 37% 39% 41% 29% 52% 24% 28% 24% 29% 42% 27% 29% 9% 25% 23% 28% 34% 29% 32% 28% 51% 27% 19% 25% 33% 34% 23% 30% 24% 33% 21% 29% Democr at Republic an Independ ent 15% 10% 4% 2% 7% 43% 2% 47% 25% 7% 5% 5% 2% 39% 53% 40% 20% 12% 5% 5% 9% 51% 3% 55% 31% 6% 8% 7% 1% 40% 57% 36% 18% 13% 5% 5% 9% 51% 2% 58% 30% 8% 8% 7% 2% 47% 64% 44% 33% 29% 31% 28% 50% 25% 18% 24% 31% 33% 23% 29% 23% 34% 22% 31% I’m not familiar with this news source Total N=2,887 BuzzFeed Huffington Post New York Times Facebook Twitter VICE CNN Vox Business Insider Washington Post Google News Yahoo News Fox News Breitbart Daily Kos Drudge Report 18% 11% 5% 4% 8% 48% 2% 53% 28% 7% 7% 7% 2% 42% 58% 40% N= 1,072 N= 905 N=817 7. Thinking about the news media industry in general and not one specific publication or company, how much trust do you have in the industry? IPSOS POLL DATA Prepared by Ipsos Public Affairs Total N=2,887 Completely trust Somewhat trust Somewhat distrust Completely distrust 11% 46% 29% 14% Democr at Republic an Independe nt N= 1,072 N= 905 N=817 15% 63% 19% 4% 12% 31% 34% 23% 5% 43% 36% 16% 8. You indicated that Facebook is not a news source for you. Why don’t you use Facebook as a news source? Please select all that apply. Total Democr at Republic an Independe nt N=506 N=440 N=387 41% 43% 42% 40% 33% 35% 33% 31% 30% 27% 32% 31% 22% 16% 2% 18% 17% 2% 22% 17% 1% 25% 15% 1% N= 1,377 I mostly use Facebook to keep up with friends and family I prefer other news sources I don’t trust news on Facebook I do not use Facebook I rarely use Facebook Other 9. Thinking about the content you see on Facebook, which of the following types of posts do you consider news? Please select all that apply. N=1,965 Democr at Republic an Independe nt 70% 77% 61% 69% 51% 53% 50% 50% 31% 32% 25% 34% Total Content from traditional news sources (i.e. CNN, New York Times, etc.) shared on their pages Content from traditional news sources shared by a Facebook friend Content from non- N= 764 N=598 N=546 IPSOS POLL DATA Prepared by Ipsos Public Affairs traditional news sources (i.e BuzzFeed, VICE, Occupy Democrats, Breitbart etc.) shared on their pages Status updates from my Facebook friends Content from nontraditional news sources shared by a Facebook friend Pictures from my Facebook friends Other 26% 26% 29% 23% 24% 22% 25% 23% 21% 20% 26% 19% 3% 2% 3% 3% 10. Overall, how much of the news you see on Facebook do you trust? N=1,965 Democr at Republic an Independe nt 14% 30% 48% 6% 2% 16% 35% 42% 4% 3% 19% 25% 49% 6% 1% 7% 31% 53% 7% 2% Total A great deal A fair amount Only a little Not at all Don’t know N= 764 N=598 N=546 11. You indicated that you don’t trust news on Facebook. Why don’t you trust the news you see on Facebook? Please select all that apply. N= 1,060 Democr at Republic an Independe nt N=356 N=328 N=330 66% 68% 64% 66% 44% 43% 46% 46% Total Anyone can post content that looks like news on Facebook I don’t trust news on social media in general IPSOS POLL DATA Prepared by Ipsos Public Affairs Facebook doesn’t do a good job of removing fake news I don’t trust online news in general Facebook censors some news The news I see is selected by an algorithm or program Facebook does not have human editors Other 42% 45% 42% 41% 18% 12% 21% 23% 16% 8% 20% 18% 15% 12% 14% 19% 11% 13% 9% 11% 3% 2% 3% 3% 12. When consuming news on Facebook, how much do you trust each of the following? Facebook N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 14% 47% 30% 5% 4% 19% 49% 24% 4% 4% 17% 42% 31% 7% 2% 6% 49% 35% 5% 5% N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 13% 47% 30% 6% 4% 16% 50% 24% 4% 5% 14% 42% 31% 8% 4% 7% 49% 35% 5% 4% Democr at Republic an Independe nt Total Completely trust Somewhat trust Somewhat distrust Completely distrust Don’t know The news outlets I see on Facebook Total Completely trust Somewhat trust Somewhat distrust Completely distrust Don’t know The algorithms used on Facebook Total N=1,965 N= 764 N=598 N=546 IPSOS POLL DATA Prepared by Ipsos Public Affairs Completely trust Somewhat trust Somewhat distrust Completely distrust Don’t know 9% 27% 35% 10% 19% 12% 30% 33% 7% 18% 13% 25% 32% 12% 18% 3% 27% 39% 11% 20% N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 12% 52% 28% 4% 3% 15% 53% 24% 4% 4% 15% 49% 28% 6% 2% 7% 54% 33% 3% 3% News content my friends share on Facebook Total Completely trust Somewhat trust Somewhat distrust Completely distrust Don’t know 13. When deciding how trustworthy news on Facebook is, how important are each of the following factors? News source (i.e. who published the piece of content) N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 49% 34% 51% 34% 46% 36% 49% 30% 9% 8% 9% 11% 4% 3% 1% 4% 2% 1% 5% 2% 2% 4% 4% 1% N=1,965 Democr at Republic an Independe nt 23% 40% 24% 40% 25% 41% 19% 37% 19% 18% 17% 22% 9% 8% 9% 8% 9% 7% 10% 10% Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know Who shared it within my Facebook network Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important N= 764 N=598 N=546 IPSOS POLL DATA Prepared by Ipsos Public Affairs Don’t know 1% 1% 1% 2% Familiarity with news story (i.e. whether or not I have seen / heard of the story before) N=1,965 Democr at Republic an Independe nt 23% 48% 27% 46% 25% 51% 17% 47% 17% 15% 15% 22% 7% 4% 1% 8% 4% 1% 5% 4% 1% 8% 5% 1% N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 21% 40% 24% 42% 21% 41% 17% 40% 23% 20% 22% 26% 8% 7% 1% 8% 5% 1% 8% 6% 1% 8% 9% 1% Total N=1,965 Democr at Republic an Independe nt 11% 22% 12% 24% 14% 25% 7% 16% 25% 23% 25% 27% 18% 23% 1% 17% 23% 1% 16% 19% 1% 23% 26% 1% Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know N= 764 N=598 N=546 Type of news content (i.e. video, editorial, etc.) Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know Number of comments Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know Number of likes N= 764 N=598 N=546 IPSOS POLL DATA Prepared by Ipsos Public Affairs N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 12% 16% 13% 17% 16% 19% 7% 11% 26% 26% 24% 29% 19% 27% 1% 17% 27% 1% 18% 22% 1% 22% 30% 1% Total N=1,965 Democr at Republic an Independe nt N= 764 N=598 N=546 12% 19% 13% 20% 14% 22% 7% 14% 26% 25% 26% 28% 18% 24% 2% 17% 23% 2% 16% 21% 1% 22% 27% 2% N=1,965 Democr at Republic an Independe nt 14% 24% 14% 26% 17% 24% 11% 22% 29% 27% 30% 31% 14% 16% 2% 14% 17% 2% 13% 14% 2% 17% 16% 3% Democr at Republic an Independe nt N= 764 N=598 N=546 Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know Number of shares Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know Where it appears in my newsfeed Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know N= 764 N=598 N=546 Whether or not I agree with the content Total N=1,965 IPSOS POLL DATA Prepared by Ipsos Public Affairs Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know 15% 26% 15% 26% 18% 30% 12% 22% 29% 29% 28% 32% 14% 14% 1% 15% 14% 2% 12% 11% 1% 16% 17% 2% N=1,965 Democr at Republic an Independe nt 15% 25% 15% 26% 16% 26% 11% 23% 30% 28% 31% 32% 14% 15% 1% 15% 15% 1% 14% 12% 1% 15% 17% 2% Whether or not I like the content Total Very important Somewhat important Neither important nor unimportant Not very important Not at all important Don’t know N= 764 N=598 N=546 IPSOS POLL DATA Prepared by Ipsos Public Affairs How to Calculate Bayesian Credibility Intervals The calculation of credibility intervals assumes that Y has a binomial distribution conditioned on the parameter θ\, i.e., Y θ~Bin(n,θ), where n is the size of our sample. In this setting, Y counts the number of “yes”, or “1”, observed in the sample, so that the sample mean (y ̅) is a natural estimate of the true population proportion θ. This model is often called the likelihood function, and it is a standard concept in both the Bayesian and the Classical framework. The Bayesian 1 statistics combines both the prior distribution and the likelihood function to create a posterior distribution. The posterior distribution represents our opinion about which are the plausible values for θ adjusted after observing the sample data. In reality, the posterior distribution is one’s knowledge base updated using the latest survey information. For the prior and likelihood functions specified here, the posterior distribution is also a beta distribution (π(θ/y)~β(y+a,n-y+b)), but with updated hyper-parameters. Our credibility interval for θ is based on this posterior distribution. As mentioned above, these intervals represent our belief about which are the most plausible values for θ given our updated knowledge base. There are different ways to calculate these intervals based on π(θ/y). Since we want only one measure of precision for all variables in the survey, analogous to what is done within the Classical framework, we will compute the largest possible credibility interval for any observed sample. The worst case occurs when we assume that a=1 and b=1 and y=n/2. Using a simple approximation of the posterior by the normal distribution, the 95% credibility interval is given by, approximately: For this poll, the Bayesian Credibility Interval was adjusted using standard weighting design effect 1+L=1.3 to account for complex weighting 2 Examples of credibility intervals for different base sizes are below. Ipsos does not publish data for base sizes (sample sizes) below 100. Sample size 2,000 1,500 1,000 750 500 350 200 100 Credibility intervals 2.5 2.9 3.5 4.1 5.0 6.0 7.9 11.2 IPSOS POLL DATA Prepared by Ipsos Public Affairs