2018爱德曼信任度调查特别报告：品牌与社交媒体（英文版）.pdf

DO NOT DISTRIBUTEAnalysis / narrative / design in progressDATA NOT FACT CHECKED#TrustBarometer2018 Edelman Trust Barometer1Special Report:Brands and Social MediaOnline Survey in 28 Markets18 years of data33,000+ respondents totalAll fieldwork was conducted between October 28 and November 20, 20172Methodology2018 EdelmanTrust BarometerGeneral Online Population7 years in 25+ marketsAges 18+1,150 respondents per marketAll slides show general online population data unless otherwise notedMass PopulationAll population not including informed publicRepresents 85% of total global populationInformed Public10 years in 20+ marketsRepresents 15% of total global population500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64College educatedIn top 25% of household income per age group in each marketReport significant media consumption and engagement in business news28-market global data margin of error: General population +/- 0.6% (N=32,200), half-sample global general online population +/- 0.8% (N=16,100). Market-specific data margin of error: General population +/-2.9% (N=1,150).Special Report: Brands and Social Media survey data margin of error: 9-market average +/- 1.0% (N=9,000), market-specific data +/- 3.1% (N=1,000).Special Report: Brands and Social Media1,000 respondents in each of 9 markets: Brazil, Canada, China, France, Germany, India, UAE, U.K., and U.S. All fieldwork was conducted online between April 16 and April 30, 2018.4330 31 32 32 32 33 33 3435 35 39 4042 42 43 43 43 44 4547 48 4952 55 566168 71Global 28TurkeyAustraliaJapanSweden U.K.FranceIrelandPolandRussiaS.AfricaArgentinaS.KoreaGermanyU.S. BrazilColombiaHong Kong SpainItalyMalaysiaMexicoCanadaSingaporeThe NetherlandsUAE IndiaIndonesiaChinaSource: 2018 Edelman Trust Barometer. TRU_INS. MEDIA IN GENERAL 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) General population, 28-market global total.3Percent trust in media, and change from 2017 to 2018January 2018 Trust Barometer Media Now Least Trusted InstitutionTrustNeutralDistrustDistrusted in 22 of 28 of marketsl llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6Y-to-Y Change +024 25 27 28 3052 5562 63U.K.FranceGermanyCanadaU.S.BrazilUAE ChinaIndia47 5254 54 5768 747683U.K.GermanyFranceU.S.CanadaUAE ChinaBrazilIndia58 61 61 62 6368 6975 80U.S.FranceU.K.BrazilUAEGermanyCanadaIndiaChinaSource: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 9-market average.4Percent trust in traditional media, search engines and social media platforms, and change from 2017 to 2018January 2018 Trust BarometerTraditional Media, Search Trusted; Social Media Notlllllllll-2 -1 -4 -1 -11 -3 +8 +4 -6lllllllll+2 +15 +13 -3 +9 +9 +11 -4 +4TrustNeutralDistrustY-to-Y Change +0Traditional Media Search Engines Social Medialllllllll-7 -4 -5 -11 -1 +4 +8 -7 -466%Global63%Global 41%Global5At Risk: The Bond BetweenPeople and BrandsSource: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q14. Which of the following do you consider to be among the best and most effective ways for brands to be using social media to reach people like you? General population, 9-market average, among social media users.6Percent who say the following are among the best and most effective ways for brands to be using social media to reach people like themSocial Media at the Heart of Todays Consumer Relationship4344455160Communicate their purpose and valuesGive people the opportunity to interact with a brand directlyAdvertise their productsIntroduce new productsDeliver customer serviceSource: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q16. You are about to see a series of two choices. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. General population, 9-market average.7Which do you believe is giving you the truth?Brand Conversations More Persuasive than Advertising59%What a brand says in direct communications with you over email, instant messaging or in response to a comment you have posted41%What a brand says in its advertising and marketing materialsSource: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q7. Thinking about the five types of media, select the one that best fits each description below. Media types were traditional media, search, social media, owned and online-only media. General population, 9-market average.For a full list of descriptions, please see the Supplementary data appendix. 8Social media chosen as best media channel for each of the following Social Media Best for Brand Discovery and Brand LoveTrue even among people who use social media infrequently (weekly or less)Social mediaWhere I discover or hear about a new brand or product for the first timeWhere I most often see and hear things that lead me to fall in love with a brandWhere I most often see and hear things that lead me to fall out of love with a brand50%Source: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q13. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a 9-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market average, and by age.9Percent who agreeSocial Media Essential for Building Emotional Bonds24 26 27 303846 5153 56GermanyCanadaU.K.U.S.FranceBrazil UAE IndiaChinaI am unlikely to become emotionally attached to a brand unless we are interacting and communicating via social media39%47412718-34 35-54 55+By ageEven more essential among younger peopleThe Risk: Without Trust, They Will DeleteSource: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q8. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a 9-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market average, and by age and among social media users.10Percent who agree2632 3338 38 4044 4855GermanyCanadaU.K.Brazil U.S.FranceIndiaUAE ChinaGlobal40%Say “I have deleted at least one of my social media accounts in the past year because I did not trust it to treat my personal information properly”50%Younger people more likely to delete social media if they dont trust it to properly use personal informationBy age 44 413118-34 35-54 55+