The document provides information about the methodology used for the 2016 Edelman Trust Barometer in the United Kingdom. It details the sample sizes and criteria for the informed public, general online population, and mass population surveys in the UK. It also lists the margin of error for country-specific and global data. The UK supplement survey included additional waves in October 2015 and January 2016 totaling 2,500 respondents.

1. United Kingdom
2016 Edelman
Trust Barometer

2. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000).
Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4%
(N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th,2015
‣ 1,000 General Online Population
‣ 250 Low Income Households
‣ 100 High Net Worth individuals
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
UK Supplement Survey
UK data for 2016 Trust Barometer included an
October 2015 wave of 1,150 General Online
Population including Informed Publics,a
January 2016 wave of 1,000 General Online
Population plus additional boosts for 250 Low
Income Households and 100 High NetWorth
individuals.Atotal of 2,500 were conducted

3. 63
51
31
28
28
12
46
43
14
22
30
6
Trust Matters
3
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Paid more than wanted
Shared negative opinions
Disagreed with others
Chose to buy products/services
Recommended them to a friend/colleague
Paid more
Shared positive opinions
Defended company
Bought
shares
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. 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. General Population, UK total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Traditional Media
Bought
shares

4. 1 State of Trust

5. 46 44
33 34
50
46
36 36
51 52
38
43
61 60
52
55
Trust Is Rising Across All Institutions in The UK
Source: 2016 Edelman Trust Barometer Q11-14. 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
Public and General Population, U.K.
5
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+10 +8 +14 +12
2015 2016
+4 +2 +3 +2

6. 61
67
51
61
52 51
46
50
38
47
42 43
55
29
37 36
34
36
2012 2013 2014 2015 2016
38
56 56
52
60
38
49
45 44
46
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. 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
Public and General Population, U.K.
6
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
37
47
41
38
52
32
36 37
33
36
NGO’s
Government
Media
Business
Trust Levels In The UK Are Now At Post-Recession Highs
Informed
Public
General
Population

7. 55 Global 60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 U.S.
50 Germany
Trust Index:
Informed Public
Drives Rebound
Average trust in institutions,
Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
7
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country globaltotal.

8. 49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Trust Index:
General Population
Lags
Average trust in institutions,
Informed Public vs.
General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country globaltotal.
Informed
Public
General
Population
60 Global 50 Global
8
Trusters
Neutrals
Distrusters

9. 49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country globaltotal.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
9
Trusters
Neutrals
Distrusters

10. 2 An Opportunity
for Business

11. Better Performance and More Competent Leadership Drives Trust
Amongst Informed Publics
11
Reasons why trust in business has increased in the last year
3%
10%
17%
28%27%
25%
40%
19%
13%
15%
3%
Informed Public Mass
Less corruption or fraud
Increased transparency
Better regulations or control
Better performance or more competent leaders
The right incentives in place
Don’t know
JAN
General
Population
Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?

12. Corruption, Fraud, and Wrong Incentives Driving Distrust In
Business
12
Reasons why trust in business has decreased in the last year
28% 29%
8%
11%11%
16%
3%
12%
50%
28%
Informed Public Mass
Corruption or fraud
Transparency issues
Lack of regulation or control
Poor performance or incompetence
Wrong incentives driving business decisions (such as too much
focus on bonuses/ compensation)
Don’t know
JAN
General
Population
Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?

13. 51 52
38
43
61 60
52
55
46 44
33 34
50
46
36 36
NGOs Business Media Government
+10 +8 +14 +12
+4 +2 +3 +2
Business is in A Position of Strength – Closing NGOs Long-Held Lead In
Trust
Source: 2016 Edelman Trust Barometer Q11-14. 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
Public and General Population, U.K.
13
Percent trust in the four institutions of, 2015 vs. 2016
Informed
Public
General
Population
2015 2016

14. 51 52
38
43
61 60
52
55
60
69
66
54
46 44
33 34
50
48
36 36
49
59
54
59
NGOs Business Media Government
Business Most Trusted to Keep Pace
14
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
Source: 2016 Edelman Trust Barometer Q11-14. 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) Q441-444
Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one
means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust)
Informed Public and General Population, UK total.
Business in the lead
Trust
2015

15. Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, UK total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
15

16. Purpose Impacts Trust
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, U.K.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Provides a range of
public services
Fails to contribute
to the greater good
Does not have good
leadership
Lacks economic growth
52%
37%
34%
55%
33%
32%
General
Population
16

17. Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
17
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I

18. 3 Leadership

19. 62
59
54
52
46
48
28
31
27
66 66
56 55
52
47
40
38
36
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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,
Very/Extremely Credible) General Population, U.K., question asked of half the sample.
19
Percent who rate each spokesperson as extremely/very credible
+12 +9
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
Employee CEONGO
representative
Board of
Directors
Government
official/regul
ator
CEO credibility
increasedthe most
General
Population
2015 2016

20. CEO Focus Misplaced
20
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
71%
50%
Positive
long-term impact
Job Creation
Not Enough
59%
67%
General
Population
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can
be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, U.K.

21. Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, UK total,
question asked of half the sample.
21
Percent who agree that CEOs should be personally visible in discussing…
80%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
74%
Financial
Results
General
Population

22. 47%
60%61%
76%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one
means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media
Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to
trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust”
and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, UK total, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
via company communications
or conferences is 14% more
important than media
engagement
General
Population
22
Direct Engagement

23. Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 71% 71% 74% 72% 69% 2
Food & Beverage 64% 68% 70% 68% 64% 0
Consumer Packaged Goods 55% 61% 63% 63% 59% 4
Telecommunications 51% 57% 57% 56% 52% 1
Pharmaceutical 49% 50% 52% 50% 47% 2
Automotive 55% 61% 64% 63% 45% 10
Energy 29% 37% 31% 37% 43% 14
Financial Service 29% 35% 37% 36% 41% 12
20%
30%
40%
50%
60%
70%
80%
Sector Trends:
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, U.K.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
General
Population
23

24. 4 Trust
Inequality

25. 41
53 52
46
57
34
41 40
37
40
2012 2013 2014 2015 2016
A Trust Chasm Has Been Growing In The UK Over The Last Five
Years Between Informed Publics And The Mass Population
Source: 2016 Edelman Trust Barometer Q11-14. 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
Public and Mass Population, U.K.
25
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
17pt
Gap
7pt
Gap

26. 10
40 44
19
51
25
34
56
10
Income Levels Split Opinion About 2016 – Low Income 4 Times
More Likely to Say Things Will Get Worse than the High Net Worth
Source: UK Supplement, Q15. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get
better, get worse or stay the same over the course of 2016? Low income households (n250), General population (n1000), High net worth (n100)
26
Standard of living over the course of 2016
Low income households
General population
High net worth
My standard of living
will get better
My standard of living
will stay the same
My standard of living
will get worse
JAN

27. 20
29
40
31
37
23
47
40
13
And Looking Further Into The Future, The High Net Worth Get
More, The Lower Income Will Get Less
Source: UK Supplement, Q16. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five
years’ time? Low income households
27
Economic prospects for yourself and your family
Low income households
General population
High net worth
Better off About the same as
today
Worse off
JAN

28. 44
35 34
26
44 43
32
37
54
67
46
54
NGOs Business Media Government
Business Sees Huge Trust Advantage Among High Net Worth,
and Government is Very Low Among Those with Lower Income
Source: 2016 Edelman Trust Barometer Q11-14 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) Low income
households (n250), General population (n1000), High net worth (n100)
28
Percent trust in the four institutions of government, business, media and NGOs Low income households
General population
High net worth
JAN
10 point
gap
32 point
gap 12 point
gap
28 point
gap

29. 4 Trust In
Politics,
Parties And
Leaders

30. 37%
41%
31%
29%
38%
23% 22%
36% 36%
25%
27%
36%
20%
15%
38%
31%
23%
19%
29%
22%
16%
Conservatives Labour Liberal Democrats UKIP Green Party ScottishNational Party Plaid Cymru
2014
2015
2016
Trust remains steady for the Conservatives and evaporates
for the other parties
30
Trust in political parties to do what is right
Source: UK Supplement, Q14. Please indicate how much you trust each of the following political parties 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. General populations
JAN
General
Population
Wales
35%
Scotland
45%

31. 33%
43%
33%
27%
25%
13%
11%
34%
39%
29%
23%
28%
20%
16% 14%
40%
37%
18% 18%
21%
28%
19%
16%
David Cameron Boris Johnson Ed Miliband /
Jeremy Corbyn
Nick Clegg / Tim
Farron
Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood
2014
2015
2016
David Cameron steals the lead from Boris Johnson at a
national level leaving the opposition leaders struggling
31
Trust in POLITICAL LEADERS to do what is right
Q15. Please indicate how much you trust the following political leaders to do what is right using 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”. TOP 4 BOX. General populations
JAN
General
Population
Wales
37%
Scotland
51%

32. Some confusion over the Lib Dem leaders, Corbyn less well
known in lower income homes (comparable with Farrage)
32
Unprompted naming of leaders of UK political parties
Source: UK Supplement Q18. We’ like you to think about the politicians that lead some of the UK’s political parties. Without looking them up or asking
someone else, please tell us the name of the leader of each of the following political parties. Please type their name against each party or leave blank if
you’re not sure.
84%
18%
62%
61%
10%
14%
50%
86%
18%
71%
68%
9%
14%
55%
89%
37%
81%
80%
13%
22%
71%
David Cameron Tim Farron Jeremy Corbyn Nigel Farrage Leanne Wood Natalie Bennett Nicola Sturgeon
13%
13%
9%
Nick Clegg
4%
5%
1%
Ed Milliband
Low income households
General Population
High net worth
JAN

33. Of Our Political Leaders, There’s Not One That Represents
More Than One Third of Society
33
Most trusted political leaders: represents someone like me
Source: UK Supplement, Q17. Please indicate how much you trust the following political leaders to communicate honestly using 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”. q18: Please indicate how much you trust the following political leaders to speak their mind using 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”. TOP 4 BOX General population
JAN
29%
32%
24%
15%
24%
23%
21%
13%
Boris Johnson
David Cameron
Jeremy Corbyn
Tim Farron
Nigel Farage
Nicola Sturgeon
Natalie Bennett
Leanne Wood
General
Population

34. 40%
46%
14%
46%
41%
14%
48%
35%
17%
The UK to remain part of the
European Union
The UK to leave the
European Union
Don’t know
2014 2015 2016
Steady increase with the UK remaining part of the EU – The
Informed Public are significantly more in favour
34
UK and the European union
Source: UK Supplement Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the
UK to remain part of the European Union. General populations Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union.
General populations
JAN
General
Population
34%
47%
19%
61%
26%
13%
The UK to remain part
of the European Union
The UK to leave the
European Union
Don’t know
Low income
Informed
Public

35. Honest Communications And Management Of Refugees And
Migrants Essential For Gaining Trust In 2016
Source: UK Supplement Q10. Which of the following, if any, do you think will make you trust government in general more in 2016?
35
What will make you trust government more in 2016?
22%
36%
16%
10%
8%
10%
23%
19%18%
13%
46%
44%
16%
14%
22%
16%16%
14%
32%
34%
Informed Public Mass
Increased regulation on immigration
The continuation of ‘austerity measures’
Increased regulation on data privacy
Address unemployment
Political developments in Europe
Honest communications
Politicians speaking their mind
Addressing global issues
Political developments in Europe
Management of refugees and migrants
JAN

36. 4 Trust In
Media

37. Traditional Media Most Trusted News Source Amongst
Informed Publics
Source: 2016 Edelman Trust Barometer 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) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
37
Informed
Public
43%
49%
62%
70%
Owned media
Hybrid media
Online search engines
Traditional media
JAN

38. The Public Want More Trustworthy Information About Business
And The World Around Them
Source: UK Supplement, Q12. Thinking specifically about traditional media how much to you agree or disagree with the following
statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as
newspapers, magazines, television news and radio news) 38
82%
78%
59%
59%
57%
42%
37%
We all need more trustworthy information about businessand the world around us
There is a lot of bad news in the world and I want to be sure I am getting reliable
information about it
More modern media such as socialmedia seem less trustworthythan sourcesI grew up
with
We can rely less and less on the government to provide news and information for us
Compared to newer forms of media, I find traditional media more reliable and trustworthy
I think that socialmedia is really just a way of accessing traditionalmedia
The media’s conduct and ethics are less of an issue than in recent years
JAN
General
Population