The poll was conducted with a sample size of 4,048, including 300 respondents or more in each of 12 oblasts – Kyiv, Lviv, Vinnytsia, Poltava, Sumy, Odesa, Mykolaiv, Kherson, Zaporizhzhia, Dnipropetrovsk, Donetsk, and Kharkiv. A smaller number of respondents in the remaining regions were added to provide a national picture. Donetsk and Luhansk interviews were held in areas under the control of the Ukrainian government. The comparison of 2014 and 2015 results are restricted to the 10 control regions surveyed in both years - Kyiv, Vinnytsa, Donetsk (under control of the Ukrainian government), Lviv, Mikolaiv, Odesa, Zakarpattya, Sumy, Kharkov, and Cherkasy. This research is made possible by the support of the American people through the United States Agency for International Development (USAID). The research findings are the sole responsibility of Internews and InMind and do not necessarily reflect the views of USAID and the United States government.

1. Prepared for
MEDIA CONSUMPTION IN UKRAINE
SURVEY
AUGUST 2015

2. • To define the attitude of the general public to media
• To measure level of satisfaction with regional, national and Russian media of all types
• To evaluate preferences regarding different media types
• To evaluate consumption level of different media types
• To evaluate level of trust in different media types
• Estimation of media literacy of the population
OBJECTIVES
2

3. Method
• F2F
Target audience
• Male/Female 18-65
Geography
• Cities 50K+
Fieldwork:
• Wave 1: September – October 2012
• Wave 2: April – June 2014
• Wave 3: May – June 2015
RESEARCH DESIGN
Sample size
3
Wave 1 Wave 2 Wave 3
Total sample 4000 3000 4048
AR Crimea 400 - -
Kiev 400 300 300
Vinnitsa 400 300 300
Volyn’ 32
Dnepropetrovsk 300
Donetsk 400 300 300*
Zhytomir 45
Zakarpat’ie 400 300 19
Zaporozh’ie - - 300
Ivano-Frankovsk - - 33
Kirovograd - - 30
Lugansk - - 104*
L'viv 400 300 300
Nikolayev 400 300 300
Odessa - 300 300
Poltava - - 300
Rovno - - 24
Sumy 400 300 300
Ternopol’ - - 20
Kharkov 400 300 300
Kherson - - 300
Khmelnitsky - - 35
Cherkassy 400 300 42
Chernovtsy - - 24
Chernigov - - 40
* In 2015 the survey of Lugansk and Donetsk regions was held in territories under Ukrainian Government control :
- Donetsk region: Kramatorsk, Mariupol, Slaviansk, Druzhkovka, Krasnoarmeisk
- Lugansk region: Lisichansk, Severodonetsk, Rubezhnoe

4. Key findings (1)
4
MEDIA CONSUMPTION HIGHLIGHTS
 TV remains the main news source for the majority of the population – 85% of respondents say they have watched TV
news during the last 30 days. Since 2014 the TV audience has slightly decreased (-8%), and, though in general other
sources of information are much less popular, for people under the age of 35, web-resources (especially social
networks) are comparably popular with TV.
 Share of print press readers (31%) is slightly lower (-2%); however the perspective on this media is rather negative.
The younger the audience is, the less relevant are newspapers. The decline is seen across the country, but print is
most popular in Dnepropetrovsk and L'viv regions and least popular in Lugansk, Poltava, Sumy, and Nikolayev
regions.
 The growth of internet penetration slowed slightly (actual share of users – 71%, +3% since last year), apparently
because more than 90% of the most active part of population up to age 35 already use it. However, the use of online
information sources increases: about ½ of respondents claim to use websites or social networks as their news
sources, which is more than last year, especially regarding social networks (+13%). At the same time, the use of
websites among youth under 25 is as popular as TV, and they visit social networks more than they watch TV.

5. Key findings (2)
5
REGIONAL, NATIONAL, and RUSSIAN MEDIA
The main trend of this year is the decline in consumption of Russian media. This could in part be due to the banning of Russian channels by the
Government of Ukraine, but that does not explain the declining use of Russian news websites, which were not affected by the ban.
TELEVISION
 In all regions more than 95% of consumers watch national channels. The restrictions on Russian TV channels has mostly influenced TV watching in
Donetsk region (prior to the ban it had the largest Russian TV channel audience), Odessa, and Nikolayev regions. Currently the highest consumption of
Russian channels is in Dnepropetrovsk (29%) and Lugansk (21%) regions.
 The average level of regional TV consumption approx. 43% (among TV consumers). The highest shares are in Odessa (75%), Donetsk (65%), and L'viv
(63%) regions; the lowest – in Poltava (35%) and Lugansk (38%) regions.
INTERNET
 Usage of all web sources grew, except Russian ones.
 National web resources are used by 87% (among internet media consumers). The lowest use of national web resources remains in Donetsk region –
70%.
 The average level of regional web resource use is 28%. They are most popular in Donetsk (69%), Nikolayev (67%), Odessa (50%), and L'viv (47%)
regions. The lowest consumption is in Sumy (11%) and Poltava (14%) regions.
 Consumption of Russian web sources decreased to 25%, whereas a year ago it was twice higher than use of regional resources. If earlier Donetsk
region ranked first in use of Russian websites, currently this audience has mostly switched to regional resources. Now the majority of Russian web
source users are in Dnepropetrovsk (49%) and Kharkov (37%) regions; the least are in Lugansk (6%), Poltava (7%), and L'viv (8%) regions.
PRESS
 The majority of press consumers prefer regional/local papers. Exceptions are in Dnepropetrovsk region where consumption of local and national press
is equal, and in Lugansk and Kharkov where national press prevails. Russian print press is not widespread; it has relatively more consumers only in
Dnepropetrovsk region (21% vs. 7% on average).
RADIO
 The leading radio type is national (87% among radio-news consumers). Local stations are most popular in L'viv (69%) and Donetsk, Lugansk, Odessa
regions (approx. 55%). Russian radio station listenership is insignificant.

6. Trust to
TV CHANNELS
Total
sample
Kiev L'viv Vinnitsa Poltava Sumy Odessa Nikolayev Kherson Zaporozh’ie
Dnepro-
petrovsk
Donetsk Lugansk Kharkov
local -
national
Russian
51%
61%
4%
70%
1%
67%
68%
2%
37%
54%
3%
48%
55%
2%
42%
58%
8%
51%
54%
6%
26%
39%
3%
49%
58%
6%
41%
51%
5%
79%
81%
9%
Key findings (3)
6
TRUST IN MEDIA
 In terms of trust, respondents still put television in first place, especially local TV channels. However, trust in web news
sites grew and closed the gap between TV and internet.
 Trust in Russian media, including television, has decreased since last year – mainly in Donetsk region (earlier – the core of
Russian media’s target audience) and Kharkov, Odessa, and Nikolayev regions.
31%
36%
9%
14%
27%
10%
24%
38%
2%

7. Key finding (4)
7
MEDIA COMPETENCE
 According to the survey, the public’s key demand of news is that it be honest and reliable (46%), and the importance of this factor continues to grow.
 Majority of respondents (more than 80%) declare they can in some way tell if the media they consume is trustworthy. Majority of those unable to
determine trustworthiness live in Donetsk, Nikolayev (~30%), Sumy and Kharkov regions.
 In most cases respondents connected reliability with the type of sources cited in the news (this reason was mentioned by 24%, another 24% trust
the media they are used to watching/reading), or with an impression of well-balanced points of view in stories (opinions from both sides of an issue)
(28%). A substantial number of respondents (29%) defined reliability “intuitively”, especially in Poltava, Lugansk, L'viv, and Odessa regions.
 After last year’s growth, awareness of jeansa (stories disguised as news that political parties and businesses pay journalists to plant in the media)
returned back to levels of 2012 (49%) – mainly due to steep declines in awareness in Sumy and Donetsk regions. The largest awareness growth
was observed in Vinnitsa region. The share of those who claim they can distinguish paid materials has increased (+11%) - the most pronounced
growth of this index is observed in Kharkov, L'viv, and Odessa regions.
 36% of respondents realize jeansa exists, but the vast majority of them do not know what to do about it. The presence of paid materials currently
worries respondents less – they simply ignore such information. This trend is observed especially in L'viv, Donetsk, and Kharkov regions.
 Interest in who owns the media increased significantly last year – currently it is important for 39% of respondents. Almost ½ of respondents claim
that they are aware of who owns national TV channels, and that level of awareness is growing if slowly. The awareness of owners of local media
actually decreased – mainly due to lower levels in Odessa, Donetsk, and Lugansk regions.
 Awareness of the switch from analog to digital TV has significantly decreased since 2012 to 55% (-22%). Also, the share of TV viewers who
acquired the set top boxes needed to view digital did not grow.

8. MEDIA CONSUMPTION
8

9. Media activity during
one month
National index
10 regions
(Kiev, Vinnitsa, Donetsk (not occup.), L'viv,
Nikolayev, Odessa, Zakarpat’ie, Sumy, Kharkov,
Cherkassy)
Watched TV channels
Visited news websites
Read printed press
Listened to radio
Used Social networks
(Facebook, etc.)
Didn’t use the sources
87%
42%
40%
30%
n/a
2%
89%
45%
29%
29%
35%
1%
81%
51%
27%
29%
48%
2%
2012
2014
2015
85%
47%
31%
35%
51%
1%
Media activity
TV remains the main
source of information,
though it lost some
popularity from 2014.
Use of print press did
not change.
Popularity of web
sources grows, and to
a greater extent in use
of social networks,
which was observed in
all regions.
Question: Which media have you used during last 30 days to receive
NEWS?
Base: National index N 2015=1634 (correct weight of regions)
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
Significant change
since prev. measurement 9

10. 2%
2%
2%
1%
31%
32%
20%
18%
60%
60%
67%
69%
7%
6%
11%
12%
2012
2014
2015
National index Did not use media to receive news
Used 1 source
Used several sources
Used all sources
Almost all respondents use media to receive news.
In most cases there are several sources in their repertoire; use of only one type and use of all types is less common.
Media activity:
number of news sources
Incl. social nets
Excl. social nets
(not compared by dynamics)
Question: Which media have you used during last 30 days to receive NEWS? Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
Significant change
since prev. measurement 10

11. MEDIA
National index
10 regions
Use at least once a weekFrequency
Use at least once a
week
Ukrainian TV
channels
Ukrainian
websites
Ukrainian
printed press
Ukrainian
radio
Russian TV
channels
Russian
websites
Russian
printed press
Russian radio
84%
42%
24%
28%
27%
21%
2%
3%
79%
47%
22%
27%
8%
15%
2%
2%
2012
2014
2015
83%
44%
25%
31%
10%
12%
2%
3%
Frequency of usage of different media
The most popular news
source is Ukrainian TV
(watched daily by 61%).
Second place, with a big
gap, is occupied by
Ukrainian websites.
Consumption of Russian
TV has decreased to the
level of internet. It is
about equally used in
Eastern and Southern
regions (see next slide).
The audience for Russian
websites also declined.
61%
25%
16%
4%
5%
17%
13%
10%
12%
4%
4%
5%
6%
13%
4%
3%
6% 11%
10%
42%
44%
50%
75%
71%
84%
83%
2%
6%
7%
7%
7%
8%
8%
9%
Every day Few times a week
Once a week 1-2 times a month
Once in 2-3 months Once in 6 months and rarer
Never Hard to say
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
Significant change
since prev. measurement
Question: How often do you use each of these media to receive NEWS? 11

12. Frequency of media usage
12
Kiev
L’viv
Vinnitsa
Odessa
Nikolayev
Sumy
Kharkov
Dnepropetrovsk
Kherson
Zaporozh’ie
Donetsk
Lugansk
Poltava
Weekly usage of media
for getting news
- Ukrainian TV
- Russian TV
- Ukrainian web-resources
- Russian web-resources
General index
(considering each region’s weight)
83
5
60
6
77
6
55
8
80
4
51
15
71
4
58
6
79
7
40
15
75
7
48
9
79
12
46
14
78
11
41
10
94
3038
14
83
9
38
19
76
2424 14
74
13
51
3
71
11
52
18
83
10
44
12

13. Media
channel
National index 10 regions
Share of
consumption
Type
Share of
consumption
Type
Regional National Russian Regional National Russian
TV
Internet
Press
Radio
87%
42%
40%
30%
89%
45%
29%
29%
81%
51%
27%
29%
Media types:
Regional VS National VS Russian
Among all types of media, except press, respondents prefer national media. Use of the websites has grown, except Russian
ones.
98%
89%
54%
82%
96%
84%
61%
89%
99%
88%
64%
88%
41%
29%
62%
30%
43%
21%
57%
25%
45%
36%
56%
28%
30%
44%
1%
8%
8%
27%
7%
2012
2014
2015
Question: Look at the card and say which TV channels’ NEWS have you watched during last 30 days?
(FOR INTERNET, PRESS, RADIO – ANALOGOUS QUESTION)
85%
47%
31%
35%
43%
28%
63%
27%
99%
93%
61%
87%
12%
25%
7%
11%
Significant change
since prev. measurement
n/a
n/a
n/a
n/a
N=1404
N=777
N=513
N=579
13

14. National media rating
TOP-10
TV
Name up to 3 national TV channels, which NEWS you watch most often.
PRESS
Name up to 3 national printed issues you read most often.
RADIO
Name up to 3 national radio stations where you listen NEWS to most often.
36%
29%
20%
14%
9%
7%
6%
6%
Vesti
Segodnia
Argumenty i fakty (Ukraine)
Fakty i kommentarii
Bul'var
Ekspres
Komsomolskaia pravda…
Uriadovyi kur'ier
63%
56%
35%
31%
18%
14%
13%
12%
6%
6%
5%
1+1
Inter
STB
ICTV
Ukraiina TRC
112.Ukraiina
5th channel
Novyi
2+2
24 Channel
NTN
14
21%
19%
17%
15%
12%
12%
11%
10%
10%
10%
9%
7%
5%
Hit FM
Nashe radio
Shanson
Liuks FM
Avtoradio Ukraiina
Melodiia
Russkoe radio Ukraiina
Kiss FM
Era FM
Retro FM
1st NRU (UR-1, NTRCU-1)
Europa Plus
Promin'
Base: 2015 - N=1393 2015 - N=315 2015 - N=506
Consumers of national TV Consumers of national press Consumers of national radio

15. National news websites rating
INTERNET
Name up to 3 national NEWS websites you visit most often.**
15
28%
16%
5%
10%
9%
7%
6%
6%
6%
5%
4%
4%
4%
4%
4%
4%
4%
1%
Ukr.net
Yandex
Mail.ru
Korrespondent (korrespondent.net)
1+1 (1plus1.ua)
UNIAN (unian.net)
Ukrainskaia pravda (pravda.com.ua)
Novosti Ukrainy (mediaua.com.ua)
Fakty (fakty.ua)
Liga.Net
Vesti (vesti-ukr.com)
obozrevatel.com
sobytiya.ua
Hromadske.TV (online)
novosti.ua
Vkontakte
Odnoklassniki
Facebook
Base: 2015 - N=722
Consumers of national internet
**Resources with share 4% and more are shown
At the top of national news website ratings are the news
AGGREGATORS
Respondents equate social networks with national news websites
Korrespondent and 1+1 are on top of the mentioned national news
websites.
5% of respondents name RUSSIAN MAIL.RU as a NATIONAL news
resource they visit most often
AGGREGATORS
SOC NETS
1
2
3 *Respondents do not specify the Yandex domain (RU/UA)
Ukraine inhabitants by default use yandex.ua
(IP-address automatic definition)
*

16. Russian media rating
TOP-10
TV
Name up to 3 Russian TV channels, which NEWS you watch most often.
INTERNET
Name up to 3 Russian NEWS websites you visit most often.
27%
27%
25%
16%
13%
13%
13%
9%
7%
7%
6%
5%
Rossiia 24
NTV (NTV-Mir)
RTR-Planeta
REN TV
Possiia 1
Dozhd'
Pervyi kanal
STS
5 channel (Petersburg)
EuroNews
Pervyi kanal. Vsemirnaia…
Lifenews
16
10%
9%
8%
6%
5%
5%
4%
4%
3%
3%
3%
Lifenews.ru
Vesti.ru
Lenta.ru
M24.ru
Gazeta.ru
Forbes.ru
Echo.msk.ru
Kommersant.ru
Grani.ru
Newsru.com
Vedomosti.ru
Base: 2015 - N=162 2015 - N=197
Consumers of Rus. TV Consumers of Rus. internet

17. Satisfaction with news
presentation on TV
Share of those who completely or
rather agree that…
National index 10 regions
Type Type
Regional National Russian Regional National Russian
71%
67%
65%
54%
53%
76%
67%
70%
53%
49%
48%
43%
40%
35%
38%
Broadcasts come out with
periodicity convenient for me
Given information is important for
me
Information is being given
promptly
Given is full, detailed information
Give objective and reliable
information
17
Level of satisfaction with
news presentation on TV
The satisfaction with news presentation of national and regional TV channels is about equal: maximum – with convenience and immediacy, minimum –
with the content.
The most evident dynamic is the decrease in satisfaction with Russian TV. A negative trend: decrease in the objectivity of national Ukrainian TV (mostly
recorded in Southern and Eastern regions).
73%
64%
67%
58%
55%
59%
43%
51%
30%
26%
2012
2014
2015
72%
78%
70%
65%
74%
63%
65%
50%
51%
78%
66%
71%
51%
43%
75%
68%
73%
63%
60%
66%
58%
60%
43%
43%
75%
67%
63%
49%
46%
Significant change
since prev. measurement
Base: Used regional / national / Russian TV channels
National index N=1393, 607, 162
n/a
n/a
n/a
n/a
n/a
Question: Please evaluate how much you agree with following statements about NEWS…

18. Kiev
L'viv
Vinnitsa
Odessa
Nikolayev
Sumy
Kharkov
Dnepropetrovsk
Kherson
Zaporozh’ie
Donetsk
Lugansk
Poltava
18
Level of media-satisfaction (TV)
“Give objective and reliable information”
- national TV - Russian TV
- Share of users of the media in a region
- Level of media-satisfaction among users of the media by parameter “This
media gives objective and reliable information”
56 50
98
5
54
39
98
6
47
0
100
5
43
34
54
10
98
10
54
45
97
15
99
7
39
7
11
36 30
9
64 62
29
38
27
23 29
21
30 34
96
14
General index
(considering each region’s weight)
49
38
12
Level of media satisfaction (TV)
Provides objective and reliable information
34
9
100
14
100
100
10
100
99
99
100

19. Satisfaction with news
presentation
on the web
Share of those who completely or
rather agree that…
National index 10 regions
Type Type
Regional National Russian Regional National Russian
87%
81%
78%
74%
63%
63%
88%
82%
80%
76%
68%
65%
65%
59%
55%
48%
37%
31%
Convenient to use
Easy to find information I need
Information is being given
promptly
Given information is important for
me
Given is full, detailed information
Give objective and reliable
information
19
Question: Please evaluate how much you agree with following statements about
NEWS…
Level of satisfaction with
news presentation on the web
Satisfaction with Ukrainian web sources is generally higher than with TV channels.
In Donetsk region both use and assessment of national website objectivity have grown (and attitude towards Russian ones has worsened), which could be explained
by the fact that the survey was held in government-controlled territories, with a more pro-Ukrainian population.
64%
59%
55%
54%
47%
43%
73%
67%
59%
54%
40%
30%
2012
2014
2015
91%
86%
88%
79%
78%
70%
86%
79%
81%
76%
67%
67%
90%
83%
81%
75%
66%
61%
84%
83%
83%
76%
74%
73%
77%
78%
73%
70%
59%
64%
87%
86%
80%
73%
56%
55%
Significant change
since prev. measurement
Base: Used regional / national / Russian web-sources
National index N=218, 722, 197
n/a
n/a
n/a
n/a
n/a
n/a

20. Kiev
L'viv
Vinnitsa
Odessa
Nikolayev
Sumy
Kharkov
Dnepropetrovsk
Kherson
Zaporozh’ie
Donetsk
Lugansk
Poltava
93
20
Level of media satisfaction (internet media)
Provides objective and reliable information
Level of media-satisfaction (Internet media)
“Give objective and reliable information”
- national Internet media - Russian Internet media
- Share of users of the media in a region
- Level of media-satisfaction among users of the media by parameter “This
media gives objective and reliable information”
General index
(considering each region’s weight)
65
31
25
93
66
0
6
99
43 43
307053
16
23
93
63
27
23
85
60
46
3488
75
28
17
86
78
44
49
91
72
35
37
98
35
16
95
49
11
13
8468
16
30
99
62
23
10
91
75
0
8
7

21. National index 10 regions
Frequency of
Internet usage
Purposes
55%
63%
61%
66%
n/a
47%
28%
20%
19%
9%
7%
68%
63%
62%
58%
52%
44%
25%
24%
19%
8%
8%
68%
61%
65%
58%
50%
47%
27%
22%
28%
20%
19%
9%
10%
2012
2014
2015
Internet usage
Growth of internet usage has
slightly slowed.
Current share of users is 71%,
almost all of them are active
ones (at least once a week).
Rating of what people consume
on internet is generally the same
over the last two years: led by
information search (an increase
since last year) and visiting
social networks.
Noteworthy is the growing trend
of watching TV online.
Question
:
1. How often do you use Internet in general?
2. What for do you use Internet regularly?
48%
15%
4%
2%
1%
1%
29%
Every day
2-4 times a week
Once a week
Few times a month
Once a month
Rarer than once a month
Don’t use
68%
67%
58%
55%
50%
43%
26%
22%
22%
20%
20%
9%
9%
Search for information
Visit/communicate at social nets, etc.
Read/watch news
Check e-mail
Use messengers
Watch/download video
Make online shopping
Listen/download audio files
Watch internet TV
Make online payments
Play online games
Listen to radio
Create and upload own content
61%
67%
69%
71%
Significant change
since prev. measurement
Base: National index N 2015=1634 / internet users 1159
10 regions N 2012=1516/919, N 2014 =1106/743, N 2105 N=1109/770
n/a
n/a
21

22. Social network usage
The overwhelming majority (86%) of internet users regularly visit social networks.
Most popular are the Russian Vkontakte and Odnoklassniki networks. Facebook is significantly behind for now (its share is lower in all regions except L'viv).
Question:1. Which social nets do you use at least once a month?
2. Which one of the social nets do you prefer for receiving news?
Base: National index 2015
Internet/social nets users N=1159/1002
64%
60%
38%
10%
2%
12%
2%
38%
31%
20%
2%
1%
11%
4%
VKontakte
Odnoklassniki
Facebook
Twitter
Other
None
Hard to say
Prefer for receiving news
Use regularly
22

23. TRUST IN MEDIA
23

24. Level of trust in news
Share of those who completely or
mostly trust a news media
National index 10 regions
Type Type
Regional National Russian Regional National Russian
51%
40%
36%
35%
61%
47%
34%
39%
4%
8%
3%
3%
TV
Internet
Press
Radio
24
Question: How much you trust news on …?
Level of trust in news media
Respondents trust only Ukrainian sources. Trust in the Russian media has decreased significantly since last year – mainly in Donetsk region, and also Kharkov,
Odessa, and Nikolayev regions. Trust in Russian media was never high in Kyiv and the West.
TV is trusted more than other media, although news on the internet is more trusted than last year, both national and regional.
20%
16%
8%
8%
4%
8%
2%
3%
2012
2014
2015
45%
24%
31%
24%
46%
40%
31%
30%
55%
35%
38%
32%
61%
37%
29%
31%
54%
43%
29%
33%
Significant change
since prev. measurement
Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a

25. Kiev
L'viv
Vinnitsa
Odessa
Nikolayev
Sumy
Kharkov
Dnepropetrovsk
Kherson
Zaporozh’ie
Donetsk
Lugansk
Poltava
Level of trust in news
Regional distribution
25
Level of trust in the media
- Ukrainian TV
- Russian TV
- Ukrainian web-resources
- Russian web-resources
General index
(considering each region’s weight)
68
2
65
2
54
3
42
2
70
1
54
4 55
2
42
6
54
6
46
14
39
3
42
4
58
6
44
12
51
5
42
9
81
9
62
18
38
2
36
13
58
8
31
8
27
10
26
0
36
9
28
11
61
4
47
8

26. 26
Trust in national media
(direct comparison)
2.69 2.73
2.61
2.58
2.67
2.73
2.55
2.65
2.67
2.80
2.59
2.70
1
2
3
4
TV Internet Press Radio
2012 2014 2015
Average scores by a scale of 1-4,
where 1 – don’t trust, 4 – trust
don’t trust
trust
Question: How much you trust news on …? Base: 10 regions, respondents who gave an answer (not N/A)
2012 N=1330/859/987/845; 2014 N=996/592/507/511; 2015 N=924/656/530/552
Significant change
since prev. measurement

27. MEDIA COMPETENCE
27

28. Rating of
demands from
news
National index 10 regions
1st place
Rating
Honesty/reliability
Objectivity
Timeliness
Completeness of
coverage
Accuracy
Separation of facts and
comments
40%
25%
11%
11%
8%
4%
46%
22%
8%
12%
5%
2%
48%
23%
11%
6%
8%
5%
2012
2014
2015
Demands from news content
The key demand from news is honesty/reliability, and its importance to respondents has grown.
Completeness of coverage (including every pertinent fact), on the contrary, became less important.
4%
9%
14%
9%
17%
50%
4%
12%
18%
15%
32%
18%
9%
15%
25%
21%
17%
12%
14%
20%
17%
26%
15%
8%
24%
24%
16%
20%
12%
6%
46%
20%
10%
8%
8%
6%
6 place 5 place 4 place 3 place 2 place 1 place
28
Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
Significant change
since prev. measurement
Question:Which demands should be satisfied by NEWS in general?

29. 29
Signs of reliable information
Base: 2015 - N=1643
Majority of respondents declare they can in some way determine if information is trustworthy.
Usually reliability is connected with the source of the news, or with providing well-balanced points of view.
A substantial percentage of respondents defined reliability “intuitively”, especially in Poltava, Lugansk, L’viv, and Odessa regions.
Majority of those unable to define information’s reliability are in Donetsk, Nikolayev (~30%), Sumy and Kharkov regions.
Question: What signs do you use to define if the news / information in media should
be trusted?
28%
24%
24%
13%
2%
29%
12%
6%
Pay attention to the fact if different points of view
are presented
Pay attention to the source of the news
Trust all the media I know / am used to
Pay attention to the owner of the media
Other signs
Intuitively, no defined signs
I don't know how to define it
Hard to say

30. 15%
19%
17%
14%
36%
26%
38%
38%
49%
55%
46%
49%
10 regions, 2012
10 regions, 2014
10 regions, 2015
National index
Hard to say Unaware Aware
45%
49%
38%
43%
55%
51%
62%
57%
10 regions, 2012
10 regions, 2014
10 regions, 2015
National index
No Yes
30
Question: 1. Are you aware of a possible appearance of paid publications/hidden advertisement (jeansa) in the
guise of ordinary materials in media?
2. In your opinion, are you able to distinguish such materials from ordinary materials?
Jeansa
Awareness
Awareness of jeansa
Ability to distinguish (self-evaluation)
Significant change
since prev. measurement
Base: National index N 2015=1634 / aware ones 802
10 regions N 2012=1516/741, N 2014 =1106/609, N 2105 N=1109/507
After last year’s growth, awareness of jeansa existence in 2015 returned to the level of 2012.
However, among those aware of jeansa, more can identify it in their media.

31. 11%
9%
9%
8%
8%
9%
27%
38%
28%
17%
16%
18%
35%
25%
33%
2%
3%
10 regions, 2014
10 regions, 2015
National index N/A
Other
Not actual – I hardly encounter it
Not actual – I distinguish such materials and let it pass
Not actual – I know about it and allow its existence
Actual – I’m irritated by this problem, but don’t know how to fight it
Actual – I’m irritated by this problem, and actively fight it
31
Question: 1. How actual is the problem of paid/jeansa materials in media for you?
2. What should be done in case of facing paid/jeansa materials in media?
Jeansa
Impact
55% 36%
Impact of jeansa problem
Occurrence of jeansa currently worries respondents less – they simply ignore such information.
This trend is especially observed in L’viv, Donetsk, and Kharkov regions.
Share of those ready to act in some way to counteract paid materials is low, the same as before.
10 regions, 2012 n/a
Significant change
since prev. measurement
Base: The aware ones, national index N 2015=802
10 regions N 2014=609, N 2015 N=507

32. Regional National Russian
32
Question: How often you encountered with such paid/jeansa materials in each of the media types?
Scores by a scale of 1 (never) to 7 (very often)
Jeansa
Evaluation of frequency
Evaluation of jeansa frequency: national index TV is perceived as the main source of
paid/jeansa content.
27%
40%
44%
53%
5%
6%
7%
8%
5%12% 18%
12%
17%
14%
10%
9%
5%
5%
7%
5%
6%
2%
TV
Internet
Press
Radio
N/A Never 2 3 4 5 6 Very often
13%
28%
46%
48%
2%
5%
6%
9%
6%
8%
15%
11%
26%
20%
12%
14%
18%
14%
12%
8%
8%
6%
7%
3%
51%
53%
61%
63%
6%
6%
7%
7%
7%
8%
8%
6%
14%
13%
12%
8%
T2B
15%
10%
12%
7%
T2B
20%
14%
11%
6%
T2B
22%
19%
17%
11%
Evaluation of jeansa frequency (Т2В): 10 regions
Regional National Russian
23%
16%
7%
6%
17%
16%
10%
8%
2012
2014
2015
20%
13%
12%
8%
15%
9%
10%
5%
TV
Internet
Press
Radio
26%
15%
8%
6%
19%
14%
9%
4%
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
Base: Those distinguishing paid materials
National index N=460
Significant change
since prev. measurement

33. 6%
6%
7%
6%
82%
53%
47%
48%
6%
33%
32%
34%
7%
8%
14%
11%
N/A Don't know Know some of them Know
8%
11%
7%
7%
60%
34%
37%
28%
21%
20%
20%
26%
7%
25%
23%
28%
5%
10%
13%
11%
10 regions, 2012
10 regions, 2014
10 regions, 2015
National index
N/A Not important Rather not important Rather important Very important
7%
7%
8%
8%
86%
64%
73%
71%
2%
21%
14%
14%
5%
8%
5%
6%
10 regions, 2012
10 regions, 2014
10 regions, 2015
National index
N/A Don't know Know some of them Know
33Question: How important is it for you to know who is the media’s owner?
Do you know who is the owner of local media you regularly read/watch/listen?
Attitudes toward media ownership
Importance of knowing the media owner
Awareness of owners of local media Awareness of owners of national TV channels
T2B
39%
35%
35%
11%
T2B
20%
19%
29%
7%
Interest in media ownership significantly increased last year (2014), and has stabilized since then.
Almost ½ of respondents claim that they are aware of owners of national TV channels, and the level of awareness is growing, slower though.
The awareness of owners of local media has decreased.
Significant change
since prev. measurement
Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109
T2B
45%
46%
41%
13%

34. 24%
33%
46%
45%
76%
67%
54%
55%
10 regions, 2012
10 regions, 2014
10 regions, 2015
National index
Unaware Aware
34
Question: 1. Are you aware that Ukraine will entirely switch to DIGITAL BROADCAST TV Т2 until 2015?
2. Do you plan to connect a T2 digital TV during the nearest year?
Penetration of Т2 service
Awareness of Т2
9%
11%
9%
29%
29%
26%
29%
3%
6%
4%
3%
17%
18%
23%
15%
15%
12%
10%
14%
12%
11%
11%
17%
4%
3%
6%
11%
11%
10%
12%
10%
Hard to say/Don’t know what T2 is
Probably will connect, probably won’t
No possibility to connect TV
Definitely won’t connect
Rather won’t connect
Rather will connect
Definitely will connect
Already watch Т2
Connection to Т2
Awareness of T2 (the switch from analog to digital TV) has significantly decreased since 2012.
This can be explained by decreased activity of the awareness campaign about digital TV.
The target date for the switch was changed after surveying took place, from June 2015 to July 2016, to be completed sometime in 2017.
Significant change
since prev. measurement
Base: National index N 2015=1634
10 regions N 2012=1516, N 2014 =1106, N 2105 N=1109

35. 35Base: 2015 - N=1643
Т2 service and other types of TV-signal
What types of TV-signal are currently used at home
The most widespread type of TV-signal is cable TV, more than half of respondents use it.
Use of Т2 is on a level of satellite TV. Its share is relatively higher in L’viv and Kherson regions (where, most likely, connection to the cable TV is hampered because
of geographical features).
55%
20%
13%
11%
6%
0.2%
1%
3%
Cable
Analogous
Satellite
Digital Т2
Online TV
IPTV with receiver
Hard to say
Do not use TV

36. 26%
45%
44% 3%
6%
4%
5%
13%
8%
12%
21%
16%
16%
19%
14%
13%
8%
8%
7%
3%
4%
TV
Internet
Press
N/A Totally false 2 3 4 5 6 Totally true
12%
36%
45%
4%6%
4%
5%
15%
9%
11%
25%
17%
16%
19%
16%
12%
11%
10%
7%
6%
5%
41%
51%
54%
31%
22%
24%
13%
10%
9%
7%
6%
6%
5%
7%
4%
36Question: How accurately did the listed media cover the confrontation in Donbas? Scores by a scale of 1 (Totally false) to 7
(Totally true)
Base: 2015 - N=1643
Evaluation of coverage of conflict in Donbas
T2B
11%
12%
8%
T2B
17%
15%
9%
T2B
1%
2%
1%
Respondents are very cautious in evaluating media coverage of Donbas events: many of them couldn’t answer; the highest and lowest
estimations are equally rare (within 20%) – except obviously negative assessments of Russian media.
Regional features: in Dnepropetrovsk region assessments of all media are comparatively higher, while in Donbas, in Kharkov and Poltava
regions all indices are below the average.
Regional National Russian

37. SOCIAL-
DEMOGRAPHIC
PROFILE
37

38. Gender
47% 54%
Male Female
Age
15% 26% 21% 20% 19%
18-25 26-35 36-45 46-55 56-65
Social-demographic profile
Region (contribution to total sample after weighting)
18%
2%
13%
6% 6%
2%
5% 3%
7%
3% 3%
9%
2%
Kiev Vinnitsa Dnepropetrovsk Donetsk Zaporozh'ie Lugansk L'vov Nikolayev Odessa Poltava Sumy Kharkov Kherson
Settlement type
16% 33% 38% 13%
Kiev city 500 000+ 100 000 - 499 999 50 000 - 99 999
Income
11% 33% 46% 8%
Low Below average Average Average+ High Hard to say / Refuse
Base: 2015 - N=1643

39. Social-demographic profile
Family status
66% 10% 18% 5%
1%
Married / living together Divorced Not married Widow(er) Refuse
Children
61% 24% 21%
No children above 18 y.o. Children 0-6 Children 7-18
Size of the household
9% 28% 35% 19% 7% 2%
1 2 3 4 5 6 7
Education
Occupation
1%
1%
17%
10%
31%
5%
36%
Secondary incomplete
Vocational school after incomplete secondary education
Secondary
Vocational school after complete secondary education
Secondary special
Higher incomplete
Higher
19%
21%
12%
5%
2%
1%
16%
9%
7%
6%
Worker, agricultural worker
Specialist (higher education)
Employee (no need of higher education)
Individual worker
Businessman, private entrepreneur
Serviceman, law-enforcement officer
Retired
Keeps house
Unemployed
Student
Base: 2015 - N=1643

40. GENDER/AGE DISTINCTIONS
40

41. 41
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Watched TV channels 81% 89% 66% 82% 87% 93% 95%
Visited news websites 49% 46% 63% 63% 53% 34% 20%
Read printed press 28% 34% 17% 20% 30% 40% 48%
Listened radio 37% 34% 27% 35% 36% 38% 38%
Social nets 52% 51% 80% 71% 55% 35% 16%
None 1% 1% 2% 1% 2% 1% 1%
Regional / local 43% 43% 35% 38% 40% 50% 50%
National 99% 99% 100% 99% 100% 99% 99%
Russian 14% 10% 12% 14% 11% 12% 9%
Other foreign 2% 2% 1% 2% 1% 5% 2%
Regional / local 27% 29% 29% 27% 24% 39% 25%
National 94% 92% 93% 93% 92% 92% 92%
Russian 28% 23% 24% 26% 25% 29% 21%
Other foreign 7% 4% 6% 5% 4% 7% 5%
Regional / local 59% 65% 55% 55% 55% 71% 67%
National 66% 58% 62% 61% 69% 58% 59%
Russian 8% 7% 9% 9% 13% 6% 4%
Other foreign 0% 1% 1% 0% 0% 1% 0%
Regional / local 27% 28% 25% 22% 19% 39% 32%
National 91% 84% 86% 92% 93% 81% 85%
Russian 11% 11% 10% 15% 15% 7% 6%
Other foreign 1% 1% 3% 0% 2% 0% 0%
Media-activity during
month
Which media have you used during
last 30 days to receive NEWS?
764,
879,
244,
422,
341,
320,
316
Usage
TV
Which TV channels’ NEWS have you
watched during last 30 days?
620,
784,
162,
347,
298,
298,
299
Usage
Internet
Which NEWS websites have you
visited during last 30 days?
371,
405,
155,
267,
181,
109,
65
MEDIA-CONSUMPTION
Usage
Press
Which printed press have you read
during last 30 days?
216,
297,
42,
85,
103,
130,
152
Usage
Radio
Which radio stations’ NEWS have
you listened to during last 30 days?
284,
295,
67,
147,
122,
123,
121

42. 42
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Give objective and reliable information 53% 53% 50% 56% 50% 52% 55%
Given information is important for me 64% 70% 60% 68% 64% 68% 71%
Given is full, detailed information 51% 56% 54% 57% 49% 53% 57%
Broadcasts come out with convenient periodicity 71% 71% 66% 71% 69% 70% 75%
Information is being given promptly 64% 66% 64% 66% 60% 67% 66%
Give objective and reliable information 47% 51% 47% 49% 49% 50% 51%
Given information is important for me 65% 69% 59% 67% 65% 69% 72%
Given is full, detailed information 49% 56% 51% 53% 52% 50% 58%
Broadcasts come out with convenient periodicity 75% 76% 73% 73% 74% 78% 80%
Information is being given promptly 69% 70% 67% 68% 69% 68% 74%
Give objective and reliable information 38% 38% 35% 38% 40% 40% 32%
Given information is important for me 42% 44% 30% 39% 50% 45% 44%
Given is full, detailed information 35% 36% 20% 36% 38% 37% 40%
Broadcasts come out with convenient periodicity 44% 52% 31% 53% 38% 52% 56%
Information is being given promptly 39% 42% 25% 37% 41% 40% 56%
Give objective and reliable information 62% 64% 69% 60% 59% 68% 54%
Given information is important for me 69% 79% 73% 75% 75% 78% 63%
Given is full, detailed information 56% 69% 64% 63% 66% 62% 59%
Easy to find information I need 83% 79% 81% 80% 82% 81% 80%
Information is being given promptly 78% 79% 78% 80% 72% 80% 82%
Convenient to use 86% 88% 84% 86% 89% 88% 88%
Give objective and reliable information 64% 66% 64% 68% 62% 66% 63%
Given information is important for me 75% 78% 79% 72% 77% 82% 78%
Given is full, detailed information 66% 71% 67% 68% 70% 67% 68%
Easy to find information I need 83% 81% 81% 81% 83% 84% 83%
Information is being given promptly 80% 80% 81% 78% 81% 81% 78%
Convenient to use 88% 87% 89% 87% 87% 88% 88%
Give objective and reliable information 34% 27% 33% 27% 39% 23% 32%
Given information is important for me 51% 44% 50% 44% 61% 39% 35%
Given is full, detailed information 42% 31% 42% 32% 50% 30% 21%
Easy to find information I need 58% 59% 62% 62% 66% 47% 36%
Information is being given promptly 59% 51% 59% 54% 64% 45% 40%
Convenient to use 69% 60% 65% 69% 71% 56% 44%
Local TV
Satisfaction with news*
(completely + rather agree)
268,
338,
57,
133,
119,
148,
149
National TV
Satisfaction with news*
(completely + rather agree)
615,
778,
162,
344,
296,
295,
296
Russian TV
Satisfaction with news*
(completely + rather agree)
85,
77,
19,
48,
34,
35, 26
MEDIA-SATISFACTION
Local
INTERNET media
Satisfaction with news*
(completely + rather agree)
100,
119,
45,
71,
44,
42, 16
National
INTERNET media
Satisfaction with news*
(completely + rather agree)
349,
373,
144,
250,
168,
101,
59
Russian
INTERNET media
Satisfaction with news*
(completely + rather agree)
105,
92,
38,
69,
45,
31, 14

43. 43
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
SHARE OF USERS 72% 70% 96% 94% 79% 53% 29%
Every day 48% 47% 79% 68% 49% 27% 16%
2-4 times a week 16% 15% 13% 18% 20% 16% 7%
Once a week 4% 4% 3% 4% 5% 4% 3%
Few times a month 2% 2% 1% 2% 3% 3% 1%
Once a month 1% 1% 0% 0% 0% 1% 0%
Rarer than once a month 1% 1% 0% 1% 1% 1% 1%
Search for information 67% 69% 72% 66% 68% 66% 67%
Visit/communicate at social nets 67% 67% 80% 74% 65% 52% 44%
Read/watch news 59% 57% 64% 58% 56% 53% 61%
Check e-mail 56% 54% 62% 58% 54% 46% 43%
Use messengers 51% 49% 57% 50% 51% 40% 45%
Watch/download video 45% 41% 57% 48% 40% 28% 20%
Listen/download audio files 25% 19% 38% 23% 21% 9% 7%
Make purchases via the Internet 26% 26% 32% 31% 23% 19% 11%
Watch internet TV 25% 21% 31% 23% 20% 15% 19%
Make online payments 20% 20% 22% 21% 21% 16% 15%
Play online games 27% 13% 33% 21% 15% 13% 7%
Listen to radio 10% 9% 14% 11% 7% 5% 4%
Create and upload own content 9% 8% 13% 10% 9% 2% 3%
VKontakte 67% 62% 91% 73% 53% 40% 38%
Odnoklassniki 54% 66% 49% 61% 68% 62% 54%
Facebook 40% 36% 42% 42% 37% 32% 23%
Twitter 11% 9% 16% 10% 7% 10% 7%
None, Hard to say 15% 12% 5% 9% 15% 24% 31%
VKontakte 43% 35% 64% 41% 25% 20% 23%
Odnoklassniki 26% 36% 14% 30% 40% 45% 42%
Facebook 23% 18% 14% 22% 21% 25% 17%
Twitter 3% 1% 2% 2% 1% 2% 3%
None, Hard to say 14% 15% 11% 14% 18% 16% 17%
INTERNET USAGE
Social nets for receiving
news
Which one of the social nets do
you prefer for receiving news?
465,
537,
224,
358,
228,
129,
62
Internet usage
How often do you use Internet in
general?
764,
879,
244,
422,
341,
320,
316
PURPOSES
of using internet
What for do you use Internet
regularly?
547,
612,
235,
395,
269,
170,
90
Social nets usage
Which social nets do you use at
least once a month?
547,
612,
235,
395,
269,
170,
90

44. 44
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Regional / local 47% 54% 41% 47% 50% 55% 60%
National 57% 65% 53% 59% 62% 64% 68%
Russian 5% 4% 3% 5% 3% 5% 4%
Regional / local 40% 40% 50% 52% 43% 33% 21%
National 47% 47% 62% 60% 50% 38% 25%
Russian 10% 6% 11% 11% 9% 6% 3%
Regional / local 34% 39% 27% 33% 34% 40% 47%
National 33% 35% 28% 30% 32% 36% 44%
Russian 3% 3% 1% 2% 3% 4% 2%
Regional / local 34% 35% 29% 34% 33% 39% 38%
National 39% 38% 33% 39% 39% 42% 40%
Russian 3% 3% 2% 4% 4% 3% 2%
Regional / local 9% 13% 9% 10% 12% 10% 16%
National 15% 18% 12% 17% 17% 15% 22%
Russian 1% 1% 0% 1% 2% 1% 1%
Regional / local 13% 11% 13% 16% 12% 9% 8%
National 16% 14% 16% 22% 15% 10% 9%
Russian 2% 2% 2% 2% 3% 1% 1%
Regional / local 7% 9% 8% 7% 5% 8% 13%
National 8% 10% 8% 8% 7% 9% 14%
Russian 0% 1% 0% 0% 1% 1% 1%
TRUST TO MEDIA
Trust* RADIO
(completely trust + rather trust)
764,
879,
244,
422,
341,
320,
Verity of covering military
confrontation in Donbass
** TV
top2box
by 7-score scale
764,
879,
244,
422,
341,
320,
Verity of covering military
confrontation in Donbass
** Internet media
top2box
by 7-score scale
764,
879,
244,
422,
341,
320,
Trust* TV CHANNELS
(completely trust + rather trust)
764,
879,
244,
422,
341,
320,
Trust* INTERNET MEDIA
(completely trust + rather trust)
764,
879,
244,
422,
341,
320,
Trust* PRESS
(completely trust + rather trust)
764,
879,
244,
422,
341,
320,
Verity of covering military
confrontation in Donbass
** Press
top2box
by 7-score scale
764,
879,
244,
422,
341,
320,

45. 45
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Honesty/reliability 46% 46% 49% 44% 46% 44% 48%
Objectivity 21% 20% 19% 21% 20% 22% 19%
Completeness of information coverage 9% 11% 11% 11% 10% 9% 10%
Timeliness 8% 8% 9% 9% 10% 7% 7%
Accuracy 8% 8% 8% 7% 7% 8% 9%
Separation of facts and comments 6% 7% 3% 6% 7% 8% 6%
Pay attention to the fact if different points of view are
presented
31% 26% 25% 29% 31% 29% 27%
Pay attention to the source of the news 29% 21% 25% 24% 28% 24% 20%
Trust all the media I know / am used to 22% 25% 20% 26% 20% 26% 24%
Pay attention to the owner of the media 15% 11% 13% 12% 14% 16% 9%
Intuitively, no defined signs 28% 31% 30% 28% 28% 29% 32%
I don't know how to define it 17% 19% 22% 17% 14% 17% 21%
I did not face it personally, but heard of the cases of
journalists helping with their activity
40% 40% 40% 41% 42% 41% 35%
I personally know case of journalists helping (me/my
family/peers)
7% 6% 8% 6% 5% 7% 7%
I did not face it personally, but heard of the cases of
journalists complicating the situation with their activity
18% 16% 16% 17% 19% 17% 14%
I personally know case of journalists complicating the
situation (for me/my family/peers)
3% 3% 3% 4% 2% 3% 3%
Did not hear of this 42% 44% 43% 42% 42% 40% 49%
Demands
to news
(most important – t1b)
Which demands should be
satisfied by NEWS in general?
763,
879,
244,
422,
341,
320,
316
Signs of reliable
information
What signs do you use to define if
the news / information in media
should be trusted?
764,
879,
244,
422,
341,
320,
316
Awareness of cases
influenced by journalists
Do you know cases, when
journalists helped people with
their activity, or, on the contrary,
complicated the situation?
764,
879,
244,
422,
341,
320,
316
MEDIA-COMPETENCE

46. 46
- Significantly greater, than general sample
- Significantly less, than general sample
2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Awareness of such materials 51% 47% 48% 53% 56% 47% 39%
Ability to distinguish them 61% 54% 60% 55% 56% 59% 59%
Regional / local 16% 15% 18% 17% 14% 14% 14%
National 20% 20% 20% 18% 17% 27% 20%
Russian 24% 19% 20% 24% 21% 24% 19%
Regional / local 10% 9% 10% 14% 9% 10% 4%
National 16% 13% 18% 17% 15% 14% 7%
Russian 20% 18% 22% 23% 16% 21% 10%
Regional / local 12% 11% 11% 11% 12% 14% 10%
National 13% 9% 9% 11% 14% 12% 9%
Russian 18% 15% 18% 16% 11% 28% 12%
Regional / local 8% 5% 4% 8% 6% 7% 7%
National 6% 5% 4% 7% 5% 6% 7%
Russian 12% 11% 12% 14% 7% 11% 14%
Not actual – I hardly encounter it 7% 11% 16% 8% 6% 8% 9%
Not actual – I distinguish such materials and let it
pass
32% 23% 29% 28% 29% 25% 26%
Not actual – I know about it and allow its existence 19% 18% 17% 22% 20% 15% 14%
Actual – I’m irritated by this problem, but don’t
know how to fight it
30% 36% 27% 29% 35% 38% 37%
Actual – I’m irritated by this problem, and actively
fight it
3% 3% 4% 4% 1% 2% 2%
Jeansa
Frequency of jeansa* TV
top2box
by 7-score scale
239,
221,
70,
122,
107,
89, 73
Frequency of jeansa*
Internet
top2box
by 7-score scale
239,
221,
70,
122,
107,
89, 73
Frequency of jeansa*
Press
top2box
by 7-score scale
239,
221,
70,
122,
107,
89, 73
MEDIA-COMPETENCE
Frequency of jeansa*
Radio
top2box
by 7-score scale
239,
221,
70,
122,
107,
89, 73
Actuality of problem
How actual is the problem of
paid/jeansa materials in media
for you?
390,
413,
117,
222,
189,
151,
123
764, 879, 244, 422, 341, 320, 316
390, 413, 117, 222, 189, 151, 123

47. 2015
Male Female 18-25 26-35 36-45 46-55 56-65 Base
Very important 12% 10% 13% 11% 11% 8% 12%
Rather important 30% 26% 26% 28% 23% 34% 28%
National: 49% 42% 39% 46% 49% 46% 45%
Regional: 23% 18% 17% 22% 23% 20% 20%
Awareness of switching to Т2 Yes 57% 54% 50% 58% 60% 56% 52%
Cable 52% 58% 51% 56% 57% 55% 56%
Analogous 21% 19% 17% 18% 17% 22% 26%
Satellite 14% 11% 12% 11% 15% 15% 11%
Digital Т2 12% 10% 10% 13% 11% 10% 10%
Online TV 6% 6% 8% 8% 7% 4% 1%
Do not use TV 3% 3% 8% 2% 2% 2% 1%
Already watch Т2 12% 10% 10% 13% 11% 10% 10%
Will connect (Т2В) 17% 16% 16% 18% 17% 17% 14%
Won’t connect (Т2В) 34% 31% 38% 29% 30% 34% 32%
No possibility to connect TV 2% 3% 1% 2% 3% 3% 4%
Didn’t make a choice 35% 40% 35% 38% 39% 36% 40%
Importance of knowing
media owners
How important is for you to know who
is the media’s owner?
764,
879,
244,
422,
341,
320,
Awareness of media
owners
Know + Know some of them
764,
879,
244,
422,
What types of TV-signal
are currently used at
home?
764,
879,
244,
422,
341,
320,
316
MEDIA-COMPETENCE
Connection to Т2
Do you plan to connect a T2 digital
TV during the nearest year?
764,
879,
244,
422,
341,
320,
316
47
764, 879, 244, 422, 341, 320, 316
- Significantly greater, than general sample
- Significantly less, than general sample

48. InMind
+38 044 22 000 42
office@inmind.com.ua
www.inmind.com.ua