Consumers satisfied with media services in S’pore: study

SINGAPORE: The level of satisfaction among local consumers of media services is "relatively high", according to a study commissioned by the Media Development Authority (MDA).

The overall media satisfaction index among local consumers covered by its Media Consumer Experience Study 2011 is 72 per cent.

The index tracks the satisfaction levels towards media content that’s available in Singapore.

MDA said on Tuesday (18 Sept) that the index score of 72 per cent shows that local consumers surveyed are satisfied with media services in Singapore, with a level that’s between "Satisfied" and "Very Satisfied" on a seven—point scale.

On this same scale, respondents indicated that they’re generally satisfied with the quality and variety of local and foreign content available in Singapore.

Respondents are most contented with the variety of channels available on free—to—air (FTA) and pay—TV platforms, as well as the wide variety of local newspapers, local radio stations, as well as foreign movies and DVDs.

They also report high satisfaction levels for the quality of local content, such as newspapers, radio programmes, local websites, as well as the content offerings of local pay—TV broadcasters.

MDA said while consumers are generally pleased with the quality and variety of local video games, applications and animation series, satisfaction levels are relatively lower.

It said this could be due to limited contact with such content for some consumers.

Turning to the broadcast industry, MDA said the results showed that consumers are generally satisfied with the local broadcasters.

More than 80 per cent of respondents said they’re satisfied with the programming on MediaCorp across almost all channels.

Respondents also indicate that they’re satisfied with the quality of reception, reliability of service and customer service standards of local FTA and pay—TV broadcasters.

As for public perception towards news and information available on traditional and online sources in Singapore, traditional news sources continue to be a trusted source of information.

Relatively high proportions of respondents across all ages think that news programmes are credible, compared with documentaries or reality TV.

However, those below the age of 30 tend to view traditional news sources with relative scepticism.

Roughly four out of 10 respondents in the 15 to 19 age group reveal they believe most or all of what they read on the Internet is true, including information that is unverified.

MDA said the survey finding points to a need for greater public education on media literacy.

Turning to classification and Internet filters to protect children from undesirable content, MDA said respondents are generally satisfied with the content ratings for all media, such as free—to—air (FTA) and pay—TV programmes, imported publication and video games.

However, the results show that a majority of parents with children under 21 years old do not use Internet filters to guide their children’s web activities.

MDA said governments and schools may need to ramp up public education to increase adoption.

The Media Consumer Experience Study 2011 is the first instalment of an annual survey commissioned by MDA to study consumer feedback on media content and services across broadcast, print and online platforms.

It is conducted by the Singapore Internet Research Centre at Nanyang Technological University.

The sample size for the main survey is 1,030.

Both quantitative and qualitative analyses were conducted through face—to—face interviews and focus group discussions between September 2011 and January 2012.

— CNA/cc