Edelman TRUST BAROMETER 2016 - Nederland

  • View
    973

  • Download
    1

Embed Size (px)

Transcript

  • Netherlands Report

    2016 Edelman Trust Barometer

  • 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

    Online Survey in 28 Countries

    Mass Population

    All population not including Informed Public

    Represents 85% of total global population

  • Trust in Retrospect

    Rising Influence

    of NGOs

    2001

    Business Must

    Partner with

    Government to

    Regain Trust

    2009

    Fall of the

    Celebrity CEO

    2002

    Earned Media

    More Credible

    Than Advertising

    2003

    U.S. Companies

    in Europe Suffer

    Trust Discount

    2004

    Trust Shifts from

    Authorities to

    Peers

    2005

    A Person Like

    Me Emerges as

    Credible

    Spokesperson

    2006

    Business More

    Trusted Than

    Government

    and Media

    2007

    Young Influencers

    Have More Trust

    in Business

    2008

    Trust is Now an

    Essential Line

    of Business

    2010

    Rise of

    Authority

    Figures

    2011

    Fall of

    Government

    2012

    Crisis of

    Leadership

    2013

    Business to

    Lead the Debate

    for Change

    2014

    Trust is

    Essential to

    Innovation

    2015

    Growing

    Inequality

    of Trust

    2016

  • 36

    31

    26

    13

    13

    6

    Trust Matters

    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, Netherlands, question 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,

    Netherlands, question asked of half the sample.

    Percent who engage in each behavior based on trust

    45

    38

    25

    20

    19

    9

    Behaviors for Distrusted Companies Behaviors for Trusted Companies

    Refused to buy products/services

    Criticized companies

    Disagreed with others

    Paid more than

    wanted

    Shared negative

    opinions

    Sold

    shares

    Chose to buy products/services

    Recommended them to a friend/colleague

    Defended company

    Paid more for

    products/services

    Shared positive opinions

    online

    Bought

    shares

    most trusted content creators: #1

    Friends and Family

    most trusted media source: #1

    Owned Media

    General

    Population

  • State of Trust

  • 46

    5754

    5149

    56 5549

    6266

    626564 62

    5963

    Trust is on the Decline

    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, Netherlands.

    Percent trust in the four institutions of

    government, business, media and NGOs, 2015 vs. 2016

    Informed

    Public

    General

    Population

    NGOs Business Media Government

    +2 -4 -3 -2

    2015 2016

    +3 -1 +1 -2

  • 5957

    67

    6264

    4345 45 46

    49

    61 62 60

    6563

    4750

    45

    5149

    2012 2013 2014 2015 2016

    6561

    54

    6662

    5254

    56 57 56

    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, Netherlands.

    Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

    6157

    6062

    59

    53 5255 54 55

    NGOs

    Government

    Media

    Business

    Post-Recession Highs

    Informed

    Public

    General

    Population

  • 61

    5960

    64

    62

    47

    4950

    52 52

    2012 2013 2014 2015 2016

    A Significant Divide

    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, Netherlands.

    Percent trust in the four institutions of

    government, business, media and NGOs, 2012 to 2016Informed

    Public

    Mass

    Population

    10pt

    Gap14pt

    Gap

  • Inversion of Influence

  • The Inversion of Influence

    96%of Population

    52Trust Index

    4%of Population

    62Trust Index

    Informed

    Public

    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, Netherlands.

    Authority

    & Influence

    Influence

    Authority

  • Influence of Peer-Driven Media

    Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online

    search engines, such as Google (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,

    etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed

    magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Netherlands, question asked of half the sample.

    Percent who use each media source several times a week or more

    General

    Population

    74

    66

    50

    40

    23

    12

    TV

    Search

    Social

    Newspapers

    Magazines

    Blogs

    2 of top 3 most-used

    sources of news and

    information are peer-

    influenced media

  • 66

    5856

    53

    3841

    2325 26

    6664 63

    57

    45

    41

    3431

    29

    Experts, 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 beextremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

    Very/Extremely Credible) General Population, Netherlands, question asked of half the sample.

    Percent who rate each spokesperson as extremely/very credible

    2015 2016

    +11

    Technical

    Expert

    Academic

    Expert

    A person

    like

    yourself

    Financial

    Industry

    Analyst

    Employee CEONGO

    representative

    Board of

    Directors

    Government

    official/regul

    ator

    CEO credibility

    increased the most

    General

    Population

  • An Opportunity for Business

  • 46

    5754

    5149

    56 5549

    6266

    626564 62

    5963

    NGOs Business Media Government

    +2 -4 -3 -2

    +3 -1 +1 -2

    A Position of Strength

    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, Netherlands.

    Percent trust in the four institutions of

    government, business, media and NGOs, 2015 vs. 2016

    Informed

    Public

    General

    Population

    2015 2016

  • 6462

    5963

    57

    7169

    44

    4956 55

    4950

    65 64

    39

    NGOs Business Media Government

    Business Most Trusted to Keep Pace

    Source: