The Media Consumer Experience Study 2011 is the first instalment of an annual survey commissioned by the Media Development Authority (MDA) with the aim of studying consumer feedback on various aspects of the media content and services across broadcast, print and online platforms.
It is conducted by Singapore Internet Research Centre at the Nanyang Technological University. The sample size for the main survey is 1,030, and the respondents’ demographic mix is representative of the profile of the Singaporean population while the Study is being carried out. Both quantitative and qualitative analyses are conducted through face-to-face interviews and focus group discussions from Sep 2011 to Jan 2012.
Some of the questions in this Study were benchmarked against and drew reference from similar international surveys.
Section 1: Overall Media Satisfaction
This section focuses on the satisfaction levels towards media content that is available in Singapore. The overall results show there is a relatively high level of local consumer satisfaction. The index score of 72% shows that local consumers surveyed are satisfied with media services in Singapore, with a satisfaction level that is between "Satisfied" and "Very Satisfied" on a 7-point scale1.
On this same scale, respondents reflect that they are 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.
Respondents 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.
While consumers are generally pleased with the quality and variety of local video games, applications and animation series, satisfaction levels are relatively lower. This could be due to limited contact with such content for some consumers.
Section 2: Broadcast Industry
This section seeks to establish the consumer satisfaction level with free-to-air (FTA) and pay-TV broadcasters in Singapore. It examines the quality of the content offered by the broadcasters, as well as their quality of reception, reliability of service and customer service standards.
The results show that consumers are generally satisfied with local broadcasters. More than 80% of respondents say they are satisfied with the programming on MediaCorp across almost all channels. Respondents also indicate that they are satisfied with the quality of reception, reliability of service and customer service standards of local FTA and pay-TV broadcasters.
Section 3: Media Credibility
This section aims to determine public perception towards news and information available on traditional and online sources in Singapore.
Roughly 4 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. This survey finding points to a need for greater public education on media literacy.
Traditional news sources continue to be a trusted source of information among all respondents. Relatively high proportions of respondents across all ages think that news programmes are credible, as compared to documentaries or reality TV. However, those below the age of 30 tend to view traditional news sources with relative scepticism.
Section 4: Classification/ Internet Filters
This section seeks to ascertain public perception of the effectiveness of Singapore's ratings-based classification system and usage of tools such as Internet filters in protecting children from undesirable content.
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, 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. Governments and schools may need to ramp up public education to increase adoption.
For more details, refer to the full study here (MCES2011).
1Please note that the index score should not be interpreted as the percentage of respondents that are satisfied.