EDELMAN TRUST BAROMETER THE NETHERLANDS RESULTS UNDER EMBARGO UNTIL 20 JANUARY 2015
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1 2015 EDELMAN TRUST BAROMETER THE NETHERLANDS RESULTS UNDER EMBARGO UNTIL 20 JANUARY 2015
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 NETHERLANDS, 2014 VS BUSINESS 54% # 1 66% 60% # 2 65% GOVERNMENT NGOS 67% # 3 62% 60% # 4 62% 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 Netherlands. PG 3
![[TRACKING] Below is a list of institutions.](/docs-images/44/2370886/images/page_3.jpg "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")
4 MEDIA SOURCES TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN NETHERLANDS 68% 57% 73% 58% 70% 56% 69% 61% Traditional Media Online Search Engines 45% 42% 42% 48% 49% 45% Owned Media Hybrid Media 38% 41% 38% 31% 31% 31% Social 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 Netherlands. 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 NETHERLANDS NEWSPAPERS TELEVISION ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News 40% 44% 44% 42% 45% 32% 27% 30% 27% 22% 17% 11% % 32% 27% 27% 28% 24% 22% 19% 18% % 20% 25% 16% 13% 11% Q183. On a typical day, what is the first source that you go to for general information about business? s, s, in Netherlands. Q184. What is the first source you go to for breaking news about business? s, in Netherlands. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? s, in Netherlands. PG 5
6 ENTERPRISE TYPE TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. NETHERLANDS 85% 50% 57% 68% 69% 60% State-owned Big Business Family-owned GLOBAL State-owned Big Business Family-owned NETHERLANDS 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 Netherlands 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 NETHERLANDS TRUSTED An academic expert My friends and family 70% 73% NEUTRAL DISTRUSTED Employees of a company Companies I use A journalist Elected officials A company ceo 36% 41% 52% 50% 53% Brands I don't use A well-known online personality 28% 28% Celebrities 21% 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 Netherlands. 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 Netherlands. 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 Netherlands. PG 7
8 LEADERSHIP CREDIBILITY OF SPOKESPERSONS, 2014 VS IN NETHERLANDS More Trust Less Trust 77% 75% 70% 62% 63% 63% 48% 51% 49% 46% 46% 42% 31% 34% 21% 26% Academic or Industry Expert Company Technical Expert A Person Like Yourself Regular Employee Financial or Industry Analyst NGO Representative Government Official or Regulator 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 Netherlands. PG 8
9 LEADERSHIP CEO CREDIBILITY AS A SPOKESPERSON, , GLOBAL AND NETHERLANDS 40% 50% 46% 38% 43% 43% 41% Global 50% 31% 29% 28% 28% 26% 21% 26% Netherlands 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 Netherlands. PG 9
10 TRUST IN BUSINESS INNOVATION THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN NETHERLANDS TODAY IS 29% Too Slow 24% Just Right 44% 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 Netherlands. PG 10
11 BUSINESS INNOVATION TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN NETHERLANDS 56% 50% 40% 38% 38% 35% Electronic and Mobile Payments Cloud Computing Electronic and Personal Health Trackers Hydraulic Fracturing Genetically Modified Foods 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 Netherlands. PG 11
12 BUSINESS INNOVATION TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, NETHERLANDS VS. GLOBAL NETHERLANDS GLOBAL 69% 56% 59% 55% 47% 50% 38% 40% 38% 35% 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 Netherlands. PG 12
13 BUSINESS INNOVATION TRUST IN INDUSTRIES ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN NETHERLANDS TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT Gap Trust in Industry Sector vs. Trust in Industry to Innovate Technology Cloud Computing 52% 83% -31 Financial Services Electronic Payments 39% 50% +11 Health Personal Health Trackers 40% 51% -11 Energy Hydraulic Fracturing 38% 56% -18 Food & Beverage Genetically Modified Foods 32% 62% -30 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 Netherlands. 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 Netherlands. 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. 81% agree 76% 48% 46% 47% 41% 53% 32% 25% Produces Economic Growth Reasons Trust in Business Has Increased in NETHERLANDS Contributes to the Greater Good Allows Me to Be a Productive Member of Society Fails to Contribute to the Greater Good Reasons Trust in Business Has Decreased in NETHERLANDS Lacks Economic Growth Does Not Help Me and My Family Live a Healthy Life 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 Netherlands. 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 Netherlands. Q Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) s, in Netherlands. PG 14
15 TRUST IN INNOVATION ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN NETHERLANDS Make test results available publicly for review 78% Partner with an academic institution 76% Run a clinical trial or beta test 66% 57% AGREE: New developments are not tested enough Partner with an NGO 58% Partner with government 55% 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 Netherlands. 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 Netherlands. PG 15
16 TRUST IN INNOVATION MATTERS BEHAVIOR BASED ON TRUST IN NETHERLANDS Distrusted Companies Trusted Companies -56% 74% Refused to buy products/services Chose to buy products/services -52% Criticized them to a friend/colleague Recommended them to a friend/colleague 50% Paid more for products/services 37% Shared positive opinions online 24% -20% Shared negative Defended company opinions online 23% I sold shares -9% 23% 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, Netherlands. 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, Netherlands. PG 16
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