EDELMAN TRUST BAROMETER GERMANY RESULTS

Transcription

1 2015 EDELMAN TRUST BAROMETER GERMANY RESULTS

2 EDELMAN S 15 th Annual TRUST BAROMETER METHODOLOGY Online Survey in 27 Countries 33,000 respondents 7 years in 20+ markets 10 years in 10+ markets General Online Population 1,000 respondents per country surveyed Ages years in 25+ markets 500 respondents in U.S. and China, and 200 in other countries Ages College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy 15 years of data PG 2

3 TRUST IN INSTITUTIONS TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN GERMANY, 2014 VS NGOS 69% # 1 59% 49% 50% # 2 GOVERNMENT BUSINESS 57% # 3 45% 54% # 4 45% MEDIA Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box Trust) s in Germany. PG 3

4 MEDIA SOURCES TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN GERMANY 77% 67% 69% 66% Traditional Media 45% 45% 40% 36% 31% 29% 27% 24% 47% 47% 43% 37% 36% 35% 31% 30% Online Search Engines Hybrid Media Social Media Owned Media Q When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you do not trust it at all and nine means that you trust it a great deal. (Top 4 Box, Trust) s, in Germany. PG 4

5 MEDIA SOURCES TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN GERMANY NEWSPAPERS TELEVISION ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News 39% 33% 40% 22% 23% 23% 12% 13% 14% 22% 22% 19% 20% 20% 17% 24% 19% 23% 25% 26% 21% 22% 17% 18% 26% 26% 16% Q183. On a typical day, what is the first source that you go to for general information about business? s, s, in Germany. Q184. What is the first source you go to for breaking news about business? s, in Germany. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? s, in Germany. PG 5

6 ENTERPRISE TYPE TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. GERMANY 75% 68% 57% 50% 45% 36% State-owned Big Business Family-owned GLOBAL State-owned Big Business Family-owned GERMANY Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a nine-point scale, where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) s, in Germany and 27-country global total. PG 6

7 CONTENT CREATORS TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN GERMANY TRUSTED NEUTRAL My friends and family An academic expert Companies I use A journalist 45% 54% 60% 67% DISTRUSTED Employees of a company Elected officials A well-known online personality A company ceo Brands I don't use Celebrities 34% 33% 28% 27% 24% 22% Q Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) s, in Germany. Q Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? s, in Germany. Q Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? s, in Germany. PG 7

8 LEADERSHIP CREDIBILITY OF SPOKESPERSONS, 2014 VS IN GERMANY More Trust Less Trust 72% 70% 60% 66% 63% 70% 61% 60% 55% 42% 34% 39% 37% 37% 32% 28% A Person Like Yourself Academic or Industry Expert NGO Representative Company Technical Expert Regular Employee Government Official or Regulator Financial or Industry Analyst CEO Q [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) s, in Germany. PG 8

9 LEADERSHIP CEO CREDIBILITY AS A SPOKESPERSON, , GLOBAL AND GERMANY 50% 50% 31% 18% 40% 22% 24% 38% 21% 43% 43% 41% 37% 28% 28% Global Germany Q [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) s, 20-country global total and Germany. PG 9

10 TRUST IN BUSINESS INNOVATION THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN GERMANY TODAY IS 21% Too Slow 19% Just Right 57% Too Fast Q Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) s, in Germany. PG 10

11 BUSINESS INNOVATION TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN GERMANY 48% 50% 33% 30% 25% 21% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Genetically Modified Foods Hydraulic Fracturing Q Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? (Top 4 Box, Trust) s, in Germany. PG 11

12 BUSINESS INNOVATION TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, GERMANY VS. GLOBAL GERMANY GLOBAL 69% 50% 59% 55% 47% 50% 33% 30% 21% 25% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Q Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? (Top 4 Box, Trust) s, in Germany. PG 12

13 BUSINESS INNOVATION TRUST IN INDUSTRIES ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN GERMANY TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT Gap Trust in Industry Sector vs. Trust in Industry to Innovate Technology Cloud Computing 37% 66% -29 Financial Services Electronic Payments 27% 36% +9 Health Personal Health Trackers 35% 45% -10 Energy Hydraulic Fracturing 25% 37% -12 Food & Beverage Genetically Modified Foods 25% 51% -26 Q : Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). s, in Germany. Q Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale, where one means that you do not trust them at all and nine means that you trust them a great deal. s, in Germany. PG 13

14 BUILDING AND DEFENDING TRUST A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates. 72% agree 64% 57% 48% 47% 63% 53% 33% 29% Allows Me to Be a Productive Member of Society Reasons Trust in Business Has Increased in GERMANY Produces Economic Growth Helps Me and My Family Live a Healthy Life Fails to Contribute to the Greater Good Reasons Trust in Business Has Decreased in GERMANY Provides Few/No Services Lacks Economic Growth Q For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) s, in Germany. Q For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) s, in Germany. Q Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) s, in Germany. PG 14

15 TRUST IN INNOVATION ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN GERMANY Make test results available publicly for review 73% Partner with an academic institution 63% Partner with an NGO 63% Run a clinical trial or beta test 56% 57% AGREE: New developments are not tested enough Partner with government 45% Q Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? s, in Germany. Q Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) s, in Germany. PG 15

16 TRUST IN INNOVATION MATTERS BEHAVIOR BASED ON TRUST IN GERMANY Distrusted Companies Trusted Companies -51% 77% Refused to buy products/services Chose to buy products/services -52% Criticized them to a friend/colleague Recommended them to a friend/colleague 57% Paid more for products/services 51% Defended company 36% Shared negative -22% Shared positive opinions online opinions online 28% I sold shares -11% 18% I bought shares Q Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. s, Germany. Q Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. s, Germany. PG 16