APAC Trust Barometer 2011
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2011 Edelman Trust Barometer Asia-Pacific (APAC)
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The Asia Pacific findings of the 2011 Edelman Trust Barometer.
Transcript of APAC Trust Barometer 2011
2011 Edelman Trust Barometer
Asia-Pacific (APAC)
Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 1,575 in APAC
Ages 25 to 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
2
APAC Select Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200
aged 25-64)
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
3
2010 Year in review
State of Trust
Shifting center of gravity
6
57%54%
47%45%
61%
56%52%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
2010 2011
Trust in Institutions – Global
Globally, trust increases in all institutions
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
+4
+5 +4
+2
54%58%
54%
64%67%
63% 62%
47%
57%
45%
56%
61%
46%
80%
70%67%
61%
54%53%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US Indonesia India Singapore China Australia Japan South Korea
7
APAC and global trust in business trend upward while US drops
Trust in Business (2010 – 2011)
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+16
- 8
Neutral
+2
47%
59%
46%
74%
84%
62%
41% 42%
50%
43%
52%
64%
40%
88%
77%
62%
52% 51% 50%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US China Singapore Indonesia Australia Japan South Korea
India
8
APAC and global trust in government rise significantly;
APAC significantly more trusting of government than global peers
Trust in Government (2010 – 2011)
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+5
Neutral
+5
+14
+11- 6
45%
54%
38%
75%
63% 63%
49%
58%
36%
30%
49%
61%
27%
86%
80%
59%
53%50%
48%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US Indonesia China Singapore South Korea
India Japan Australia
9
Global and APAC trust in media moves up;
Indonesia, China and Japan drive rise in APAC
Trust in Media (2010 – 2011)
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+7
+11
- 11
+17
+12
Neutral
+4
58%61%
48%
63%
2008 2011
59%
46%
63%
55%
2008 2011
59%
81%
56%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2011
40%
48%
56% 55%
2008 2011
10
Brazil China U.S. UK/FR/GER
Trust in Business and NGOs
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
Business NGOs
58%61%
46%
80%
70%67%
61%
54% 53%
46%
62% 62%
55%
66%
61%64% 63%
65%
51%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US Indonesia India Singapore China Australia Japan South Korea
Business NGOs
Trust in Business and NGOs
11
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On
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, how much do
you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64
APAC has higher trust than US in both business and NGOs;
Australia and South Korea more trusting of NGO’s than business
12
Trust in NGOsInformed Publics ages 35-64
36%
53%
48%
55%
52%
59%
31%
53%
30%
35%
40%
45%
50%
55%
60%
65%
70%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
US UK/FR/GER India China
A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
Trust in NGOs has risen over time
13
2008 2011
Composite score is an average of a country’s trust in all four institutions
Ages 25-64
Trust Index: US joins UK, France and Germany at the bottom
Global ―
Mexico 69
China 62
India 60
US 53
Japan 50
S. Korea 50
Canada 48
Brazil 48
France 44
UK 43
Germany 36
Russia 36
Global 55
Brazil 80
China 73
Mexico 69
India 56
Canada 55
S. Korea 53
Japan 51
France 50
Germany 44
US 42
UK 40
Russia 40
14
2009 2011
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Australia, Singapore and UAE)
China 61
Brazil 58
India 58
Indonesia 58
Global 49
Japan 49
Australia 47
S. Korea 45
UK 42
Germany 42
France 41
US 36
Singapore N/A
Brazil 80
Indonesia 74
China 73
Singapore 67
India 56
Global 55
S. Korea 53
Australia 51
Japan 51
France 50
Germany 44
US 42
UK 40
Trust Index: APAC countries now have a composite score greater than 50
59%
53%
46%44%
56%
46%
41%
29%
62% 61%64%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
E.U. North America Asia Pacific
Trust in Institutions
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to
do what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific
15
APAC more trusting than EU and North America of all institutions
16
Trust in Institutions – U.S.Informed Publics ages 25-64
59%
36%
54%
46%
43%
30%
46%
40%
46%
31%38%
27%
63%
45%
63%
55%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011
Business Government Media NGOs
Worldwide
Financial Crisis
In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.
75% 76% 76%71%
69% 69%
61%65%
50%
39%36% 34%
30%
76% 75%73% 73%
69% 69% 68%64%
63%
50%
44%42% 40% 39%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
headquartered in the following countries to do what is right. 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, Australia and UAE)
Most Trusted National Identity for Companies – Global
Companies headquartered in South Korea, India and China among least trusted,
despite rise in trust
N/A N/A
+ 4+ 5+ 5
+ 3
+ 3
Distrusted HQ CountriesTrusted HQ Countries2010 2011
77% 75% 73%75% 75%
67%70%
67%
58%
43% 42%39% 37%
80%77% 77% 77% 75%
72% 72%69% 69%
61%57%
54% 54% 53%49%
46% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
headquartered in the following countries to do what is right. 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) Informed Publics ages 25-64 in APAC
Most Trusted National Identity for Companies – APAC
In APAC, Japan is among top three most trusted headquarter countries
N/A N/A
+10
Distrusted HQ CountriesTrusted HQ Countries
2010
2011
N/A N/A
+ 5
+7+7 +7
+ 4
19
BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global
companies headquartered in the following countries to do what is right. 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
86%
44%
65%
28%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil HQs
+ 32
+17
+15
43%
62%
70%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia HQs
+16
+32
+12
- 7
56%60%
65%
30%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India HQs
+17
+13+15
- 653%
40%
74%
45%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China HQs
+ 15
+20
+ 21
- 6
+14 +15
+33
50%
51%
52%
54%
57%
57%
59%
62%
63%
63%
65%
65%
66%
68%
69%
81%
Financial services
Banks
Insurance
Media
Brewing and spirits
OTC personal health care products
Consumer packaged goods
Energy
Pharmaceuticals
Entertainment
Retail
Biotech
Food and beverage
Telecommunications
Automotive
Technology
20
Technology firmly on top; automotive rallies
Finance sector at bottom
Trust in Industries
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in in 23 countries and APAC
Change
‘10/ ‘11
87%
77%
78%
66%
67%
71%
67%
72%
68%
59%
61%
54%
64%
65%
75%
66%
+5
+4
+7
+15
-4
+10
+12
+4
Significant at 95%
confidence level
Asia
Pacific
Note Wording Changes from 2010:
- Media asked as Media Companies
- Consumer Packaged Goods asked as
Consumer Packaged Goods Manufacturers
- Food and Beverage asked as Food
#1
#2
#3
#4
#5
#6
#7
#8
#8
#9
#9
#10
#11
#12
#13
#14
21
Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan
Trust in Banks
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
+12
- 46
- 30
- 20
+21+10
- 10
+12 - 21
2010-2011 Drops: -8 -9 -22
*Note: Data for 2009/
2011 displayed
78%
83%
61%
48%
40%
54%
71%
44%46%
26%
90%87%
71%69%
52%
44%
25% 23%
16%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China India Japan Brazil France Russia US Germany UK Ireland*
2008 2011
84% 83% 82%
53%
69%
75%
37%
92% 90%87%
71% 71%
64%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Indonesia China India Japan Singapore South Korea Australia
2010 2011
22
Trust in Banks
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
Trust in banks is still strong in APAC; Australia the exception, being more in
line with the west
+7
+18
- 11
Business and Society
Toward shared value
24
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC
39%
39%
46%
51%
55%
55%
63%
65%
65%
69%
Delivers consistent financial returns to investors
Has highly-regarded and widely admired top leadership
Is an innovator of new products, services or ideas
Is a good corporate citizen
Communicates frequently and honestly on the state of its business
Prices its brands fairly and competitively
Treats employees well
Is a company I can trust
Has transparent and honest business practices
Offers high quality products or services
What matters for corporate reputation: quality, transparency, employee welfare, trust
Fair pricing matters more in APAC than globally
Reputation Factors
72%
62%
58%
62%
63%
54%
53%
50%
38%
45%
Significant at 95%
confidence level
Asia Pacific
#1
#2
#3
#3
#4
84%
72%70% 70%
64%60%
57% 57% 56% 55%52%
50% 49% 48%44% 44% 43% 43%
39%37% 35%
33%30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
25
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 countries
% who agree
Majority in APAC agree with Milton Friedman; China the exception
Milton Friedman: “The social responsibility of business is to increase its profits”
91% 89% 89% 89%85% 85% 85%
82% 81% 81% 80% 79% 78% 78%74% 73% 72% 71% 71%
67%63% 62%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value
26
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
But also greater expectations for business to invest in society’s interests in
developed and emerging markets
82% 82%
74% 73%70% 69%
67% 66%63% 63% 62% 61% 61%
58% 57% 56%53% 53%
50% 49% 48%44%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner
27
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 countries
And government must step in to ensure business behaves responsibly;
However, South Korea and Japan least likely to agree
Roadmap to Trust
A new way forward
29
65%
51% 52%
46% 45%41%
32%
68%
61%58%
51%47%
43%
37%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An academic or expert
Technical expert within the company
CEO A financial or industry analyst
Government official
NGO representative
Person like yourself
Regular employee
2010 2011
Credible Spokespeople – APAC
Credentials count
CEOs gain most ground as all ―authority figures‖ considered more credible
N/A
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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 APAC
+ 7
- 4
40%
51%
31%
58%
53%50%
66%
45%
53%
38%
50%
58%
34%
78%
67%63%
58%
50% 50% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US India Japan South Korea
Singapore China Indonesia Australia
2010 2011
30
CEO credibility higher in APAC than globally
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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 (Global excludes Australia, Singapore and UAE)
Credible Spokespeople – CEO
APAC
+7
+10
+14
+11
+20
+13
34%
22%
10%
13%
6%
15%
0%
10%
20%
30%
40%
31
42%
10%
26%
13%
3%
6%
0%
10%
20%
30%
40%
50%
36%
19%
16% 15%
9%
4%
0%
10%
20%
30%
40%
50%
In crisis situations, people want to hear from multiple voices
Though CEO must lead the charge
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information
about that crisis. Informed Publics ages 25-64 in APAC
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages
25-64 in APAC
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from
about that damage? Informed Publics ages 25-64 in APAC
Trusted spokesperson
during a company crisis
Preferred spokesperson
during a product recall
Preferred spokesperson when the
local community has been damaged
32
35%
11%
32%
14%
3% 4%
0%
10%
20%
30%
40%
50%
60%
EU
33%
5%
35%
18%
7%
2%
0%
10%
20%
30%
40%
50%
60%
US
In a product recall, people want to hear from CEO—and tech expert
Who Informed Publics Want to Hear from During a Product Recall
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about
that recall? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC
42%
13%
26%
10%
6%
3%
0%
10%
20%
30%
40%
50%
APAC
33
38%
19%
10%
18%
11%
3%
0%
10%
20%
30%
40%
50%
60%
EU
47%
7%10%
24%
10%
2%
0%
10%
20%
30%
40%
50%
60%
US
When local community damaged, most want to hear from CEO
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do
you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC
34%
13%
10%
22%
15%
6%
0%
10%
20%
30%
40%
APAC
34
7%
10%
11%
14%
16%
17%
23%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Company website
Broadcast (radio/TV)
Online search engine
Print (newspapers/magazines)
Online news sources
5%
7%
11%
12%
15%
19%
29%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Company website
Broadcast (radio/TV)
Print (newspapers/magazines)
Online news sources
Online search engine
Where Informed Publics go for company news and information
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC
First Source Second Source
Are these the same types of sources
you consult first for information
about a business crisis?
Search engines first source people go for news about a company
Online news, including traditional outlets, second stop
No, 12%
Yes, 88%
30%
23%
12%
16%
11%
4%
5%
APAC APAC
27%
16%
17%
15%
10%
7%
8%APAC
Yes: 89%
No: 10%
Global
35
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil
Brazil
Information Sources
1. Google 11%
2. Yahoo! 10%
3. Globo 10%
4. Correio Braziliense 9%
5. O Globo 7%
6. Estadao.com 5%
7. JB 4%
8. Brazilian 3%
9. Folha de São Paulo 3%
10. Terra 3%
U.S.
Information Sources
1. Google 31%
2. The Wall Street Journal 24%
3. The New York Times 16%
4. CNN 16%
5. FOX News 14%
6. Yahoo! 10%
7. National Public Radio 7%
8. The Economist 7%
9. Bloomberg 7%
10. MSNBC 6%
U.K.
Information Sources
1. Google 47%
2. BBC 46%
3. The Financial Times 16%
4. The Times 13%
5. The Guardian 11%
6. The Economist 7%
7. The Telegraph 7%
8. Sky News 6%
9. Yahoo! 5%
10. The Independent 4%
China
Information Sources
1. CCTV 30%
2. Baidu 18%
3. Sina 11%
4. Sohu 10%
5. `163.COM 8%
6. Google 7%
7. Phoenix Television 5%
8. Xinhua 4%
9. The Wall Street Journal 1%
10. China Securities Journal 1%
Most relied on source for company information (unaided)
36
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in India, Indonesia, Japan and South Korea
South Korea
Information Sources
1. Naver 32%
2. Google 16%
3. Daum 14%
4. Yahoo! 10%
5. Korea Economic Daily 8%
6. MBC 5%
7. SBS 4%
8. KBS 3%
9. Chosun Ilbo 3%
10. The Hankyoreh 3%
India
Information Sources
1. Google 37%
2. Economic Times 20%
3. Times of India 18%
4. NDTV 18%
5. The Hindu 12%
6. CNN 12%
7. CNBC 11%
8. Business Today 10%
9. BBC 7%
10. India Today 4%
Indonesia
Information Sources
1. Google 53%
2. Kompas 30%
3. Yahoo! 25%
4. detik.com 20%
5. Metro TV 18%
6. Bisnis Indonesia 10%
7. Media Indonesia 8%
8. TV One 8%
9. Thomson Reuters 6%
10. Tempo 5%
Japan
Information Sources
1. Yahoo! 21%
2. Google 20%
3.Nihon Keizai Shimbun
(NIKKEI)13%
4. Asahi Shimbun 13%
5. NHK 12%
6. TV Tokyo 4%
7. Yomiuri Shimbun 2%
8. TV Asahi 2%
9. Twitter 2%
10. Microsoft 1%
Most relied on source for company information (unaided)
37
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in Singapore and Australia
Singapore
Information Sources
1. Google 34%
2. Straits Times 15%
3. Baidu 15%
4. BBC 12%
5. CNN 11%
6. CNBC 11%
7. Yahoo! 9%
8. Channel NewsAsia 8%
9. Bloomberg 8%
10. Business Times 6%
Australia
Information Sources
1. Google 48%
2.Australian Financial
Review14%
3. Sydney Morning Herald 12%
4. The Age 12%
5. ABC News 10%
6.BRW (Business Review
Weekly)9%
7. Ninemsn.com.au 8%
8. The Australian 7%
9. Yahoo! 6%
10.Australian Stock
Exchange (ASX)6%
Most relied on source for company information (unaided)
11%
24%
7%
8%
10%
10%
18%
25%
23%
28%
40%
41%
Corporate/product advertising
Corporate communications such as press releases
Microblogging sites, such as Twitter
Blogs
Social networking sites
Content-sharing sites, such as YouTube
News/RSS feeds
Online search engines
Magazines or business magazines
Radio or radio news
Newspapers
Television or television news
38
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC
Tra
ditio
nal
So
cia
l Me
dia
Co
rpo
rate
Trusted Information Sources – Trust a Great Deal
On
line
Mu
ltiple
so
urc
es
Television and newspapers most trusted sources
APAC
Informed publics need information from multiple sources, multiple voices
39
H137. 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 give me a number.
Informed publics ages 25-64 in APAC
Once (1), 5%
Twice (2), 26%
Three times (3), 35%
Four or Five times (4 -5), 23%
Six to Nine times (6-9), 8%
Ten or more times (10+), 3%
Don’t know/refused (vol), 1%
3-5 times
58%
And need to hear it 3-5 times to believe
APAC
India the only country in APAC to become more skeptical of information they
hear about companies
40
H137. [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 give me a number.
Informed publics ages 25-64 in India
India - 2009
9% 17% 29% 24% 9% 6% 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2009
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
3+ times: 68%
India - 2011
4% 14% 15% 33% 29% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2011
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
3+ times: 82%
The Benefits of Trust
34%
41%
61%
71%
44%
51%
51%
78%
89%
Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Recommended them to a friend/colleagueCriticized them to a friend/colleague
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – APAC
F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in APACF119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in APAC
42
Through personal action, trust has tangible benefits
When a company is distrusted When a company is trusted
16% 31%
57% will believenegative information
after hearing it 1-2 times
Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
Trust protects reputation
43
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
49%will believe
positive information after hearing it 1-2 times
APAC
Conclusions
Business must align profit and purpose for social
benefit
Trust is a protective agent and leads to tangible
benefits and sales; lack of trust is barrier to change
Current media landscape plus increased
skepticism requires multiple voices and channels
44
Demand for authority and accountability set new
expectations for corporate leadership
The Transformation of Trust
45
Control Information
Focus on Profit
Pro
tect th
e B
ran
d
Sta
nd
Alo
ne
Profit With Purpose
Old Trust Framework New Trust Architecture
WHAT
