The study also found that consumers are four to six times more likely to trust traditional media vs. emerging news sources for news they find most interesting as well, not just breaking-news stories. Areas of high interest were defined as topics selected by about a third of consumers as one of their top five interests, and include entertainment, hobbies, weather and food and cooking.
For entertainment news, the most popular topic at 32%, the most trusted source was traditional lifestyle media, followed by blogs, user groups and chat rooms, general-interest and news magazines, radio and special-interest websites. The study further found that entertainment news was selected five times more often than personal finance, which had the lowest interest rating among the 21 categories in the survey. Sports and recreation were popular among 24% of consumers.