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Edelman Trust Barometer 2015 - Nederlandse Resultaten

Edelman Trust Barometer 2015 - Nederlandse Resultaten

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Edelman Trust Barometer 2015 - Nederlandse Resultaten

  1. 1. 2015 EDELMAN TRUST BAROMETER THE NETHERLANDS RESULTS
  2. 2. PG 2 EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • 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 • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
  3. 3. PG 3 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN NETHERLANDS, 2014 VS. 2015 TRUST IN INSTITUTIONS BUSINESS GOVERNMENT MEDIANGOS Informed Public 67% 62% 2014 2015 #3 54% 66% 2014 2015 #1 60% 65% 2014 2015 #2 60% 62% 2014 2015 #4 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 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) Informed Publics in Netherlands.
  4. 4. PG 4 Q178-182. 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) Informed Publics, in Netherlands. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN NETHERLANDS MEDIA SOURCES Informed Public 68% 73% 70% 69% 45% 42% 48% 45% 38% 31% 31% 31% 57% 58% 56% 61% 42% 41% 38% 49% 2012 2013 2014 2015 Online Search Engines Traditional Media Hybrid Media Social Media Owned Media
  5. 5. PG 5 TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN NETHERLANDS MEDIA SOURCES Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Netherlands. Q184. What is the first source you go to for breaking news about business? Informed Publics, in Netherlands. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Netherlands. 32% 30% 27% 22% 17% 11% 27% 40% 44% 2013 2014 2015 27% 28% 22%24% 19% 18% 27% 33% 32% 2013 2014 2015 20% 25% 20% 16% 11% 13% 44% 42% 45% 2013 2014 2015
  6. 6. PG 6 50% 57% 68% State-owned Big Business Family-owned Informed Public GLOBAL NETHERLANDS TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. NETHERLANDS ENTERPRISE TYPE 69% 60% 85% State-owned Big Business Family-owned 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) Informed Publics, in Netherlands and 27-country global total.
  7. 7. PG 7 Q387-396. 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) Informed Publics, in Netherlands. Q397-406. 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? Informed Publics, in Netherlands. Q407 - 415 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? Informed Publics, in Netherlands. 21% 28% 28% 36% 41% 50% 52% 53% 70% 73% Celebrities A well-known online personality Brands I don't use A company ceo Elected officials A journalist Companies I use Employees of a company My friends and family An academic expert Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN NETHERLANDS TRUSTED NEUTRAL DISTRUSTED CONTENT CREATORS
  8. 8. PG 8 Q130-143. [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) Informed Publics, in Netherlands. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN NETHERLANDS LEADERSHIP 77% 62% 63% 48% 46% 46% 31% 21% 75% 70% 63% 51% 49% 42% 34% 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 2014 2015 More Trust Less Trust Informed Public
  9. 9. PG 9 31% 40% 50% 38% 43% 43% 41% 29% 28% 46% 28% 26% 21% 26% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND NETHERLANDS LEADERSHIP Netherlands Informed Public Q130-143. [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) Informed Publics, 20-country global total and Netherlands.
  10. 10. PG 10 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN NETHERLANDS TODAY IS … Q349-351. 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) Informed Publics, in Netherlands. TRUST IN BUSINESS INNOVATION 44% Too Fast29% Too Slow Informed Public 24% Just Right
  11. 11. PG 11 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN NETHERLANDS BUSINESS INNOVATION Informed Public Q355-359. 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) Informed Publics, in Netherlands. 50% 56% 40% 38% 38% 35% Electronic and Mobile Payments Cloud Computing Electronic and Personal Health Trackers Hydraulic Fracturing Genetically Modified Foods
  12. 12. PG 12 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, NETHERLANDS VS. GLOBAL Q355-359. 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) Informed Publics, in Netherlands. BUSINESS INNOVATION +29 +19 +26 +21 +6 Informed Public 50% NETHERLANDS GLOBAL 56% 38% 40% 38% 35% 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods
  13. 13. PG 13 Q360-364: 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). Informed Publics, in Netherlands. Q43-60. 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.” Informed Publics, in Netherlands. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN NETHERLANDS 32% 38% 40% 50% 52% 62% 56% 51% 39% 83% Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food & Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT -31 +11 -11 -18 -30 Gap Trust in Industry Sector vs. Trust in Industry to Innovate BUSINESS INNOVATION
  14. 14. PG 14 BUILDING AND DEFENDING TRUST 53% 32% 25% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Healthy Life 76% 48% 47% Produces Economic Growth Contributes to the Greater Good Allows Me to Be a Productive Member of Society Reasons Trust in Business Has Increased in NETHERLANDS Informed Public Q328-329. 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) Informed Publics, in Netherlands. Q330-331. 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) Informed Publics, in Netherlands. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Netherlands. Reasons Trust in Business Has Decreased in NETHERLANDS 46% 41% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
  15. 15. PG 15 ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN NETHERLANDS Informed Public Q365-369. 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? Informed Publics, in Netherlands. Q349-351. 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) Informed Publics, in Netherlands. TRUST IN INNOVATION Make test results available publicly for review 78% Partner with an academic institution 76% Run a clinical trial or beta test 66% Partner with an NGO 58% Partner with government 55% 57% AGREE: New developments are not tested enough
  16. 16. PG 16 BEHAVIOR BASED ON TRUST IN NETHERLANDS TRUST IN INNOVATION MATTERS Informed Public Q371-376. 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. Informed Publics, Netherlands. Q377-380. 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. Informed Publics, Netherlands. Trusted CompaniesDistrusted Companies Refused to buy products/services Chose to buy products/services-56% 74% Criticized them to a friend/colleague Recommended them to a friend/colleague-52% 50% Paid more for products/services 37% Shared negative opinions online Defended company-20% 23% Shared positive opinions online 24% I sold shares I bought shares-9% 23%

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