2012 Edelman Trust Barometer Hong Kong

2012
EDELMAN TRUST BAROMETER
HONG KONG RESULTS

1 © Edelman, 2012. All rights reserved.

2012 Edelman Trust Barometer – Hong Kong Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
Twelfth annual study PUBLIC PUBLIC
25-64
PUBLIC
35-64

Online survey in 25 countries
Indicates Global Data
30,000+ respondents

1,000 general population respondents per country Indicates Asia Pacific
APAC
Region Data
Ages 18+
Indicates Hong Kong
Data
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
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
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong** and Malaysia**
Hong Kong Sample:
1,000 general population respondents
& an oversample of 200 Informed Publics

* This year Informed Publics were surveyed via online methodology instead of telephone
** New country included in this year’s study


Edelman Trust Barometer in retrospect

2011 Rise of authority figures

2010 Trust is now an essential line of business

2009 Business must partner with government to regain trust

2008 Young influencers have more trust in business

2007 Business more trusted than government and media

2006 “A person like me” emerges as credible spokesperson

2005 Trust shifts from “authorities” to peers

2004 U.S. companies in Europe suffer trust discount

2003 Earned media more credible than advertising

2002 Fall of the celebrity CEO

2001 Rising Influence of NGOs


Nearly twice as many countries are now skeptics; However, five Asia Pacific
markets are considered “Trusters” in 2012, including Hong Kong

2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 India 65 TRUSTERS
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Netherlands 61
Singapore 67
Argentina 62 Hong Kong 61
Canada 58
India 56
Malaysia 57
Italy 56
Italy 56 NEUTRAL
Canada 55 Argentina 54
South Korea 53 Australia 53
Sweden 52 < Brazil 51
Japan 51 > Sweden 49
Australia 51 U.S. 49
Spain 51 > South Korea 44
France 50 Poland 44
Poland 49 U.K. 41 DISTRUSTERS
Ireland 41
Germany 44
France 40
U.S. 42
Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 25 countries in 2012


The Fragility of Trust: Focus on Japan
2011 2012
Informed Public Informed Public

TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

TRUST IN INDUSTRIES

Business Media NGOs Government
75%
- 12 - 21 - 26
Energy
29% -46

53% 47% 48% 36% 51% 30% 51% 25%
54%
Media
33% -21

55%
Financial services
38% -17

71%
Banks
51% -20
CREDIBLE SPOKESPEOPLE

-38
-23 70% -43 -55
-43
65% 67%
63%
59% -26 TRUST IN INFORMATION SOURCES
-30
48%
42% -17 -16 -26 -13 -13
39% 40%
32%
24%
22%
18% 16%
14%
8% Newspaper TV Radio Magazines

Technical Academic CEO A Person NGO Regular Financial/ Government
Expert or Expert Like Represent. Employee Industry Official
Yourself Analyst
Q11-14. [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 9-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); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan


Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS

2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%

Government Business

61%
58%
49% 52%
50%
46%

Media NGOs

Q11-14. [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 9-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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total


In Asia Pacific, government the only institution to suffer decreased trust
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

2011
Informed Public 64% 62%
2012 61%
Informed Public
2012 54%
General Public
51%
44%

Government Business

63% 62% 64%
61%
53% 52%

Media
NGOs

APAC
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong
Kong and Malaysia)


Among Hong Kong’s informed publics and general population, over half
trust all institutions with the exception of business
TRUST IN INSTITUTIONS – HONG KONG
2012
Informed Public 62%
2012
General Public 55%
47%
42%

Government Business

70%
65%
61%
54%

Media
NGOs

not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Hong Kong


Globally, NGOs and business fall to 2009 trust level – government record decline
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs

Media

Business

Government

80%

70%

59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT

30%

20%
2007 2008 2009 2010 2011 2012
Q11-14. [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 9-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) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)


Hong Kong trusts business significantly less than NGOs, media and government
TRUST IN INSTITUTIONS – HONG KONG

70%
65%
62%

47%

NGOs Media Government Business

Q11-14. [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 9-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) Informed Publics ages 25-64 in Hong Kong


Several mature economies see double-digit drops in business trust;
Trust in business in Hong Kong lower than most other APAC markets
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public

Trust Trust Steady Trust

80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%

N/A N/A

Q11-14. [Business in General 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 9-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) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Asia Pacific more trusting of nearly all industries than their global peers;
Banks are third most trusted in APAC, but second from bottom globally
TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION

2011 2012 2012
APAC
Technology 80% Technology 79% #1 85%*

Telecommunications 67% Automotive 66% #2 76%*
2009: Automotive Food and beverage
67% 64% 67%*
58%
Food and beverage 64% Consumer packaged goods 62% 66%*

Pharmaceuticals 61% Telecommunications 60% 69%*

Energy 60% Brewing and spirits 59% 57%

Consumer packaged goods 57% Pharmaceuticals 56% 67%*

Brewing and spirits 57% Energy 53% 65%*

Media 52% Media 51% 62%*
Banks 50% Banks 47% #3 70%*
Financial services Financial services
48% 45% 63%*
*Significant difference at
the 95% confidence level
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global

Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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) Informed publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total


In APAC, top four most trusted industries consistent from 2011 to 2012,
while brewing and spirits remain least trusted
TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

2011 2012
Technology 87% Technology 85%

Telecommunications 78% Automotive 77%

Automotive 77% Telecommunications 68%

Banks 75% Banks 68%

Pharmaceuticals 72% Pharmaceuticals 66%

Energy 68% Food and beverage 66%

Food and beverage 66% Consumer packaged goods 66%

Financial services 66% Energy 65%

Media 64% Media 63%

Consumer packaged goods 59% Financial services 62%

Brewing and spirits 54% Brewing and spirits 59%

APAC
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Asia Pacific (excludes Hong Kong
and Malaysia)


Similar to Asia Pacific region, technology, banks and automotive are among the
most trust industries in Hong Kong this year
TRUST IN INDUSTRIES – HONG KONG

2012
Technology 81%

Banks 74%

Automotive 70%

Food and beverage 70%

Pharmaceuticals 67%

Telecommunications 67%

Energy 66%

Brewing and spirits 65%

Consumer packaged goods 64%

Financial services 62%

Media 62%

means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Hong Kong


Dramatic fall for banks in Japan and S. Korea; China and India trust still high
TRUST IN BANKS

China

India

Japan

South Korea

100%
90%
90% 85% 88%
83% 84%
77% 87%
80% 83%
81% 82%
72%
75% 76%
70% 67%
64% 68%
60%
52%
58% 59%
50% 55%
51% 51% 49%
40%
38%
30%

20%

10%

0%
2007 2008 2009 2010 2011 2012

Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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) Informed publics ages 35-64 in China, India,
Japan & South Korea


Hong Kong’s trust in banks is also high, at similar levels seen in Indonesia
and Malaysia; trust in Australia surges over one year but is still low
TRUST IN BANKS
Australia
Hong Kong
Indonesia
Malaysia
Singapore

100%
88% 89% 88%
90% 84%

80% 82%
77%
70%
69%
60% 67% 66%

50%

40% 45%

30%
32%
30%
20% 26%

10%

0%
2009 2010 2011 2012

Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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) Informed publics ages 35-64 in Australia, Hong
Kong, Indonesia, Malaysia & Singapore


Trust in technology remains high in select APAC markets
TRUST IN TECHNOLOGY

China

India

Japan

South Korea

100% 95%
91% 93% 93%
87% 89%
90% 90% 93% 93%
88% 83%
78% 78% 86% 83% 78%
80% 77%
76% 78% 80% 79%
70% 76% 76%
73%
60%

50%

40%

30%

20%

10%

0%
2007 2008 2009 2010 2011 2012

Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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) Informed publics ages 35-64 in China,
India, Japan & South Korea


Hong Kong’s trust in technology is just as high as other countries in the Asia
Pacific region
TRUST IN TECHNOLOGY
Australia

Hong Kong

Indonesia

Malaysia

Singapore

97%
100% 94%
87% 87%
90% 83%
81% 86%
85%
80% 84%
68%
70% 64%
60%
60%

50%

40%

30%

20%

10%

0%
2009 2010 2011 2012

Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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) Informed publics ages 35-64 in Australia,
Hong Kong, Indonesia, Malaysia & Singapore


Majority of countries now distrust government;
Yet, in Hong Kong, over half trust government this year
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public

88% 88%
85%

77% 78%
75% 75%
73%

64%
62% 61% 62% 62%

56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%

N/A N/A

Q11-14. [Government in General 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 9-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) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Media only institution to see trust rise;
In 2012, nearly two out three trust media in Hong Kong
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public


86%

80% 79% 80%

72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%

N/A N/A

Q11-14. [Media in General 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 9-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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
ASIA PACIFIC REGION

Ten or more times Once (1), 2%
(10+), 14% Twice (2), 12%

Six to Nine times (6-
9), 7%

Three times (3), 36%

Four or Five times (4-
5), 28%
Three to Five times
64%

APAC
Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Asia Pacific Region


Skepticism requires repetition in Hong Kong too
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

NUMBER OF TIMES NEEDED TO HEAR INFORMATION – HONG KONG

Ten or more times
Once (1), 1%
(10+), 15%
Twice (2), 10%

Six to Nine times (6-
9), 13%
Three times (3), 34%

Four or Five times (4 - Three to Five times
5), 27% 61%

Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Hong Kong


Diversification of Media
TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
2011
Informed Public
2012
Informed Public

33% 32% + 27%
28%
22%
+ 89 17%
%
18% 18%

9%

TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES

APAC

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)


Diversification of Media
TRUST IN INFORMATION SOURCES – HONG KONG

2012
Informed Public

33%
28%

14%
12%

TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Hong Kong


NGOs still most trusted institution, despite some drops;
Hong Kong’s trust levels similar to those seen in other APAC markets
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public


85%

79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%

42%
41%

30%
28%

N/A N/A

Q11-14. [Non-governmental organizations (NGOs) 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 9-
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) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Trust in NGOs surges over time in China, India and South Korea;
Japan falls dramatically
China

India

Japan

South Korea

80% 79%

72%
70%
68%

60%

50% 52%

42%

40%
39%

30%
31% 28%

20%
2004 2005 2006 2007 2008 2009 2010 2011 2012

Q11-14. [Non-governmental organizations (NGOs) 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 9-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)
Informed Publics ages 35-64 in China, India, Japan and South Korea


Hong Kong’s trust in NGOs significantly higher than Singapore and Indonesia
Australia
Hong Kong
Indonesia
Malaysia
Singapore

80%
76%

70%
67%
66%
60% 61%
60%
58%
52%
50%
51%

40%

30%

20%
2009 2010 2011 2012

Q11-14. [Non-governmental organizations (NGOs) 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 9-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) Informed Publics ages 35-64 in
Australia, Hong Kong, Indonesia, Malaysia and Singapore


Business and government trust tends to move in sync since 2007 in India,
Japan and South Korea; In China, trust nearly converges this year
TRUST IN BUSINESS AND GOVERNMENT
Business

Government
Japan India
100%
100%

80%
80% 74% 70%
63% 65%
61% 57% 67%
60% 53% 54% 69%
66% 67%
47% 60%
43%
41% 52% 53% 52%
40% 40% 49%
45% 45% 43% 45%
28% 41% 43% 43%
31%
20% 20%

0% 0%
2005 2006 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012

100%
South Korea China
100%
80% 83% 78% 79%
80%
80% 77% 72% 75%
67%
63%
60% 48% 71%
46% 60% 66% 66%
46% 43% 67%
45% 43%
40% 47% 56% 54%
43% 34% 40% 50%
40%
38% 31% 35% 38%
20% 29% 26% 20%

0% 0%
2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012

Q11-14. [Business in General and Government in general 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 9-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) Informed Publics ages 35-64 in Japan, India, South Korea and China


Since 2010, business and government trust also tends to move in sync in
Australia and Singapore while moving in opposite directions in Indonesia
TRUST IN BUSINESS AND GOVERNMENT
Business

Government
Australia Indonesia
100%
100%
81% 81%
80%
80% 70%
68%

60% 53% 69%
53% 50% 60%
39% 48% 52% 55%
40% 49%
40%
39% 37% 40%
20% 20%

0% 0%
2009 2010 2011 2012 2009 2010 2011 2012

100%
Singapore
83%
80% 74%
70%

67%
60% 66%
61%

40%

20%

0%
2010 2011 2012

Q11-14. [Business in General and Government in general 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 9-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) Informed Publics ages 35-64 in Australia, Indonesia and Singapore


Asia Pacific more likely than global peers to view CEOs and government
officials as credible spokespeople
CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION

2011 2012 2012
APAC
Academic or expert 70% Academic or expert 68% #2 63%*

Technical expert in the
company 64% Technical expert in the company 66% #1 65%

Financial or industry analyst 53% A person like yourself 65% #3 60%*

CEO 50% Regular employee 50% 41%*

NGO representative 47% NGO representative 50% 49%

A person like yourself 43% Financial or industry analyst 46% 46%

Government official or
regulator
43% CEO 38% 46%*

Regular employee 34% Government official or regulator 29% 33%*

*Significant difference at
the 95% confidence level
vs. 2012 global

Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region


Credibility of “person like me” surges over the past year in Asia Pacific;
Government official falls to the bottom in 2012
CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA)

2011 2012
Academic or expert 68% Technical expert in the company 64%

Technical expert in the company 61% Academic or expert 61% -7

CEO 58% A person like yourself 60% + 23

Financial or industry analyst 51% NGO representative 47% + 4

Government official or regulator 47% CEO 46% - 12

NGO representative 43% Financial or industry analyst 44% - 7

A person like yourself 37% Regular employee 41% + 8

Regular employee 33% Government official or regulator 31% - 16

APAC
Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region
(excludes Hong Kong and Malaysia)


In Hong Kong, academics, NGO representatives and “person like me”
are the top credible spokespeople;
While financial/industry analyst and CEO are in the bottom two
CREDIBLE SPOKESPEOPLE – HONG KONG

2012
Academic or expert 70%

NGO representative 64%

A person like yourself 64%

Technical expert in the company 60%

Government official or regulator 51%

Regular employee 51%

Financial or industry analyst 45%

CEO 42%

Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Hong Kong


CEO credibility returns to low of 2009 in South Korea and drops even further
in Japan; India also decreases but remains higher than other APAC markets
CEO CREDIBILITY
China
India
Japan
South Korea

100%

90% 83%

80%
68%
70% 66%
60% 59%
60% 63%
60% 56%
53%
50% 44% 46% 51%
49% 45%
40% 37% 44% 46%
37% 41%
30% 34%
32% 33% 28%

20%
22%
10%

0%
2007 2008 2009 2010 2011 2012

Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in China, India, Japan and South Korea


Hong Kong’s 2012 CEO credibility levels are similar to those seen Indonesia,
Malaysia and Singapore
CEO CREDIBILITY
Australia
Hong Kong
Indonesia
Malaysia
Singapore
100%

90%

80%

70% 68%

60% 53%

50% 48%
53% 51% 47%
46%
40% 44%
42%
37%
30% 34% 32%

20%
17%
10%

0%
2009 2010 2011 2012

Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore


2012 Edelman Trust Barometer Hong Kong

2012 Edelman Trust Barometer Hong Kong

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