2020 Voters Media Usage Study: North Carolina

In February 2020, TVB commissioned Dynata to conduct a study of registered voters in North Carolina to gain an understanding of media usage, and attitudes toward traditional and digital platforms. Over 750 respondents were surveyed and to qualify, each respondent had to be a registered voter and had to have been exposed to any of over 20 media (traditional or digital) in the prior 24-hour period.

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Key findings:

  • Television has the highest reach of all media platforms among North Carolina Democratic adults 18+ (89%), with broadcast TV leading the way at 86%. This was also true with African American Democrats in North Carolina.
  • The primary source for news in North Carolina is broadcast TV, while cable TV news and social media were a distant second and third.
  • There is strong concern among African American Democrats in North Carolina about fake news on social media. When asked about trust in the news seen/heard on a multitude of media platforms, only 56% of African American Democrats in North Carolina trusted news reported on social media while local broadcast TV captured 89% of trust, and national broadcast TV news, which is viewed on the local broadcast stations, captured 86%.
  • Local broadcast TV news is the most trusted media source among North Carolina’s Democrats, while social media was the least trusted.


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey Persons 18+. N = 759


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey Persons 18+. N = 759
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey Persons 18+. N = 759
Q5 - Which one of the following sources, if any, would you say is your primary source for news?


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey Persons 18+. N = 759
Q7 I find the problem with “fake news” to be most prevalent on...


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey African Americans 18+ Total, N = 167; Female, N = 99


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey African Americans 18+ Total, N = 167; Female, N = 99
Q7 I find the problem with “fake news” to be most prevalent on...


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey African Americans 18+ Total, N = 167; Female, N = 99
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.


Source: Dynata 2020 North Carolina Democratic Registered Voter media survey W18+ Urban/City, N = 95; Suburban, N = 177; Rural, N = 115
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

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