2016 Edelman Trust Barometer Hong Kong

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  • Hong Kong

    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

    2

  • 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

    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 countrys trust in the

    institutions of government, business, media and NGOs.

    28-country global total.

    InformedPublic

    GeneralPopulation

    60 Global 50 Global

    3

    Trusters

    Neutrals

    Distrusters

    Trust Index

  • 5148

    4541

    55 53

    4742

    6357

    5148

    6763

    5751

    Globally, trust rising

    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, 27-country global total.

    4

    Percent Trust in the four institutions of

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

    NGOs Business Media Government

    +4 +6 +6 +3Informed

    Public

    General

    Population

    2015 2016

    +4 +5 +2 +1

  • Institutions

    NGOs

    Media

    Government

    Business

    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, Hong Kong.

    5

    Percent trust in the four institutions of

    government, business, media and NGOs, 2012 vs. 2016

    Trust in Hong Kong fails to recover

    61

    6364

    57 57

    54

    55 55

    50

    47

    4243

    41

    3839

    55

    53

    42

    4445

    2012 2013 2014 2015 2016

    General

    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 General Population, Hong Kong, Singapore and UAE.

    6

    Percent trust in business, 2012 vs. 2016

    Business trust in Hong Kong falling behindGeneral

    Population

    5553

    4244

    45

    5960 60

    57

    60

    54

    6362

    6567

    2012 2013 2014 2015 2016

    Business

    Hong Kong

    Singapore

    United Arab Emirates

  • 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, Hong Kong, Singapore and UAE.

    7

    Percent trust in government, 2012 vs. 2016

    And trust in government also behindGeneral

    Population

    5553

    4244 45

    7172 73

    68

    74

    69

    75

    78

    83

    80

    2012 2013 2014 2015 2016

    Government

    Hong Kong

    Singapore

    United Arab Emirates

  • 8

    Skepticism across the generations

    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) Age

    breakdown (18-34, 35-54, 55+), General Population, Hong Kong.

    Percent trust per age group in the four institutions of

    government, business, media and NGOs

    Business MediaNGOs Government

    60%

    35%

    45%

    35%

    55%

    39%

    49%44%

    58%

    45% 47%

    59%

    General

    Population

    35 - 54

    18 - 34

    55 +

  • 50%55

    46

    19 21

    28

    48

    4145

    4247

    44

    57

    4650

    46

    63

    5249

    58 55 5551

    69

    62 64

    73 7379 81

    87

    47

    37

    1520

    24

    31 31 33 3334 34

    36 36 3739

    45 46 4749 49 49

    57

    64 64 6569 70

    74

    81 83

    Glo

    ba

    l

    GD

    P 5

    Ja

    pa

    n

    Fra

    nce

    Ge

    rma

    ny

    U.K

    .

    Au

    str

    alia

    Ita

    ly

    S. K

    ore

    a

    Ne

    the

    rla

    nd

    s

    Sw

    ede

    n

    Po

    land

    Ho

    ng

    Ko

    ng

    Ca

    na

    da

    Ru

    ssia

    U.S

    .

    Sin

    ga

    po

    re

    Turk

    ey

    Ire

    land

    S. A

    fric

    a

    Sp

    ain

    Ma

    laysia

    Me

    xic

    o

    Arg

    en

    tin

    a

    Bra

    zil

    Ch

    ina

    UA

    E

    Indo

    ne

    sia

    Co

    lom

    bia

    India

    In 19 of 28 countries, less than half of Mass Population

    think they will be better off in five years

    Mass population less optimistic

    Source: 2016 Edelman Trust Barometer Q445. 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? (Top 2 Box, Much better off than today, and Somewhat better off than today.) Informed Public and Mass Population, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K.

    9

    Percent of the Informed Public vs. Mass Population who

    believe they and their families will be better off in five years time Informed

    Public

    Mass

    Population

    17 10 12 13 10 21 10 13 18 6 3

  • 1Trust in business

    Industry sector

    Enterprise type

    Country of origin

    Leadership

  • 11

    50%

    55%

    60%

    65%

    70%

    75%

    80%

    Trust declines in all sectors

    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, Hong Kong.

    *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

    Industry 2012 2013 2014 2015 2016

    5 yr.

    Trend

    Technology 78% 76% 79% 75% 69% 9

    Food & Beverage 68% 69% 70% 64% 59% 9

    Energy 68% 69% 68% 62% 59% 9

    Automotive 66% 70% 74% 69% 58% 8

    Telecommunications 64% 69% 69% 64% 58% 6

    Consumer Packaged Goods 65% 68% 68% 62% 56% 9

    Pharmaceutical 67% 69% 69% 66% 55% 12

    Financial Services 57% 59% 62% 61% 54% 3

    General

    Population

  • 12

    Business must lead to solve problems

    Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following state