While large numbers of people consider the Internet to be an increasingly important source of information, the credibility of that information is also improving, says the sixth annual survey of the impact of the Internet conducted by the USC Annenberg School's Center for the Digital Future.

Among Internet users age 17 and older, almost two-thirds (65.8 percent) say the Internet is a “very important or extremely important source of information” – up from 56.3 percent in 2005. And the study has some good news about the reliability of that information. The number of users who believe that most or all of the information on the Internet is reliable and accurate grew sharply over 2005, reversing a three-year decline. Well over half of users (55.2 percent) say that most or all of the information online is reliable and accurate – up from 48.8 percent in 2005, but still below the peak in 2001 (55 percent).

Even “old media” web outlets fare reasonably well, according to the report’s respondents. Web sites mounted by established media (such as New York Times and CNN) ranked highest, with 77.1 percent of users saying that most or all information on those sites is reliable and accurate – down slightly from the peak of 78.5 percent in 2005.

What this means is that while websites run by old media outlets are still well-regarded, they don’t have a monopoly on trust. And for marketers, there may well be opportunities just as valuable as a placement in the Times.