The State of Trust in the Entertainment Industry 7 July 2009
Edelman Trust In Entertainment Industry 2009
May 15, 2015
The 2009 Edelman Trust Barometer is the 10th edition of the firm's annual trust and credibility survey. It was launched in partnership with the Financial Times on 27th January 2009 in London.
http://www.edelman.co.uk/trustbarometer
Additional research looking specifically at trust in relation to entertainment, launched on the 7th July 2009, by Edelman, reveals that UK adults aged 18-34 are more trusting in the entertainment industry than those in the US. UK trust in the sector remains stable at 29% compared to last year, whereas the US has seen a sharp decline of 15 points to 17%.
With trust in the entertainment industry linked to an increased willingness to buy a company’s products, the differences between the two countries is further highlighted by consumers’ purchasing habits: 66% of consumers in the UK say they are spending the same or more on digital entertainment compared with last year, versus 56% in the US.
For the fourth year running, the Trust in the Entertainment Industry survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing. Trust in the Entertainment Industry 2009 follows Edelman’s tenth Trust Barometer, published in January 2009, which ranks the entertainment industry as the fifth most trusted (50%), following technology, healthcare, food and biotech, among UK opinion formers aged 35-64. In the US, trust in the entertainment industry is ranked 3rd from the bottom (33%), sharing its position with the automotive industry and just topping insurance and media companies.
http://www.edelman.co.uk/trustbarometer
Additional research looking specifically at trust in relation to entertainment, launched on the 7th July 2009, by Edelman, reveals that UK adults aged 18-34 are more trusting in the entertainment industry than those in the US. UK trust in the sector remains stable at 29% compared to last year, whereas the US has seen a sharp decline of 15 points to 17%.
With trust in the entertainment industry linked to an increased willingness to buy a company’s products, the differences between the two countries is further highlighted by consumers’ purchasing habits: 66% of consumers in the UK say they are spending the same or more on digital entertainment compared with last year, versus 56% in the US.
For the fourth year running, the Trust in the Entertainment Industry survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing. Trust in the Entertainment Industry 2009 follows Edelman’s tenth Trust Barometer, published in January 2009, which ranks the entertainment industry as the fifth most trusted (50%), following technology, healthcare, food and biotech, among UK opinion formers aged 35-64. In the US, trust in the entertainment industry is ranked 3rd from the bottom (33%), sharing its position with the automotive industry and just topping insurance and media companies.
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The State of Trust in
the Entertainment
Industry
7 July 2009
Research Methodology
2
Trust in Entertainment
American adults aged 18-34
United Kingdom adults aged 18-34
500 people in the UK
500 people in the US
± 4.4% in 95 out of 100 cases
Online survey: US Data collected
January 26 – 28, 2009
UK Data collected Feb 4 – 6, 2009
Trust Barometer
Informed publics aged 25-64
4,475 people in 20 countries on 5
continents
500 in US and 200 in UK
± 4.4% in 95 out of 100 cases in US
± 6.9% in 95 out of 100 cases in UK
Telephone survey: data collected
November 5 – December 14, 2008
55%
28%
39% 40%44% 44% 44%
48%52%
56% 56% 58% 58%62% 62% 64% 64% 66%
76% 78%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%G
lob
al
S. K
ore
a
US
Ge
rma
ny
Ire
lan
d
Ch
ina
jap
an
Au
str
alia
Sw
ed
en
UK
Neth
erl
an
ds
Can
ad
a
Po
lan
d
Fra
nce
Sp
ain
Ru
ssia
Ind
on
esia
Bra
zil
Ita
ly
Me
xic
o
Ind
ia
Youthful Trust in the Entertainment Industry Higher in UK than in US
Highest in India
Informed publics aged 25-34
A34. [Entertainment] 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 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 25-34 in 20 countries; 2009
Edelman Trust Barometer
3
Trust in Business and Entertainment Remained Steady in UK; Fell in US
60%
32%32%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 Edelman Trust Barometer, Informed
Americans ages 25-34
US Trust in Entertainment Survey, American adults
ages 18-34
2008 2009
Trust in Business* Trust in Entertainment Industry
-28
-1556%
31%
46%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 Edelman Trust Barometer, Informed Brits
ages 25-34
UK Trust in Entertainment Survey, British adults
ages 18-34
2008 2009
Trust in Business* Trust in Entertainment Industry
4
*―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer (informed publics ages 25-34)
―To what extent do you trust businesses in the entertainment industry to do what is right?‖ (Responses ―a lot‖ and ―a little‖ ) – ―Trust in Entertainment Industry‖
survey (adults ages 18-34)
5
Informed publics aged 35-64
Trust by Industry
―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer
(informed publics ages 35-64)
United StatesUnited Kingdom
21%
31%
31%
32%
40%
43%
47%
47%
50%
51%
57%
59%
60%
0 10 20 30 40 50 60 70
Media companies
Banks
Insurance
Energy
Consumer packaged …
Automotive
Retail
Pharmaceuticals
Entertainment
Biotech/life sciences
Food
Technology
Health care industry
25%
31%
33%
33%
36%
40%
42%
42%
49%
54%
58%
62%
73%
0 10 20 30 40 50 60 70 80
Media companies
Insurance
Automotive
Entertainment
Banks
Energy
Health care industry
Pharmaceuticals
Retail
Consumer packaged goods …
Food
Biotech/life sciences
Technology
6
Trust by Industry
United States
24%
29%
31%
32%
35%
36%
38%
39%
40%
48%
50%
54%
68%
0 10 20 30 40 50 60 70 80
Insurance
Automotive
Pharmaceuticals
Media companies
Energy
Banks
Health care industry
Entertainment
Retail
Consumer packaged goods …
Food
Biotech/life sciences
Technology
24%
30%
30%
34%
42%
44%
46%
56%
56%
56%
58%
60%
70%
0 10 20 30 40 50 60 70 80
Energy
Media companies
Insurance
Banks
Consumer packaged …
Pharmaceuticals
Retail
Biotech/life sciences
Health care industry
Entertainment
Food
Automotive
Technology
United Kingdom
―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer
(informed publics ages 25-34)
Informed publics aged 25-34
Actions Taken with Respect to a Trusted Company
United StatesUnited Kingdom
7
5%
33%
25%
50%
57%
29%
44%
67%
78%
92%
0% 20% 40% 60% 80%100%
I bought shares
I shared positive company opinions or experiences
online
I paid a premium for their products or services
I recommended them to a friend or a colleague
I chose to buy their products or services
5%
30%
24%
49%
60%
21%
36%
60%
74%
92%
0% 20% 40% 60% 80%100%
I bought shares
I shared positive company opinions or experiences
online
I paid a premium for their products or services
I recommended them to a friend or a colleague
I chose to buy their products or services
Companies
Entertainment
companies
―Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that you trust?‖ (Total ―Yes‖)
―Trust in Entertainment Industry‖ survey (adults ages 18-34)
―Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust?‖ (Total ―Yes‖)
2009 Edelman Trust Barometer (informed publics ages 25-34)
Entertainment Spending
8
Entertainment Spend is Up Despite Economic Turmoil
Correlation Between High Trust and Higher Spend
9
―Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?‖
―Trust in Entertainment Industry ―survey (adults ages 18-34)
66%
spend
same/
more
35%
spend
less
United StatesUnited Kingdom
Entertainment Quality is Second Only to Price
United Kingdom United States
―When paying for entertainment—music, movies, television, or games—which ONE of the following is your biggest consideration?‖
―Trust in Entertainment Industry‖ survey (adults ages 18-34 in US)
10
Price Price
Illegal Downloading Unchanged in the UK but Increasing in the US
United Kingdom United States
―Have you done any of the following actions regarding internet downloading?‖
―Trust in Entertainment Industry‖ survey (adults ages 18-34 in US)
11
9%
12%
11%
15%
19%
11%
16%
19%
19%
24%
0% 5% 10% 15% 20% 25% 30%
Used software to get around copy protections
Shared files illegally
Been vocal about my rights to get content free from music, film and video …
Made copies without paying for them
Downloaded files illegally
9%
18%
11%
24%
25%
13%
12%
12%
19%
24%
0% 5% 10% 15% 20% 25% 30%
Used software to get around copy protections
Shared files illegally
Been vocal about my rights to get content free from music, film and video …
Made copies without paying for them
Downloaded files illegally
2009 2008
Industry Mindshare
12
Television Networks, and Diversified Content Providers Dominate
Consumer Brand Mindshare
13
―When you think about the entertainment sector, which companies come to mind?‖ ―Trust in Entertainment Industry‖ survey
(adults ages 18-34)
2%
4%
9%
37%
49%
2%
2%
9%
42%
45%
0% 20% 40% 60%
Other
Music
Movies
Global entertainment brands
Television
2%
2%
17%
46%
33%
2%
3%
18%
37%
41%
0% 20% 40% 60%
Music
Other
Movies
Television
Global entertainment brands
United StatesUnited Kingdom
2009 2008
Television, Movies, Internet And Music Are The Sources People
Mention Most Often As Places They Turn To For Entertainment
―What sources of entertainment do you turn to most often?‖ ―Trust in Entertainment Industry‖ survey (adults ages 18-34)
14
Sports
Board games
TelevisionFilm
Internet
Music
Video games
Books
Radio Magazines
Newspaper
Online
games
DISCUSSION
Gail Becker
Edelman
Paul Jackson
Forrester
Euan Semple
Social Computing
Consultant
Myles MacBean
Walt Disney
15
The State of Trust in
the Entertainment
Industry
7 July 2009
16
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