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Edelman Trust In Entertainment Research 2007
Nov 01, 2014
The Trust in Entertainment 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.
New research on the entertainment industry conducted amongst 18 to 34 year olds in the UK reveals that levels of distrust reduced the inclination of about half to buy entertainment products or services and made one in four more likely to download illegally or rip files illegally.
The research reveals the complexity of opinion held amongst consumers about the evolving world of digital entertainment. The research indicates that industry has succeeded in moving the debate on from the availability of content online. However, it faces a significant proportion of consumers who are both concerned about their rights over the content they have bought and whether the online proposition represents good value-for-money.
• 69% trust entertainment companies to make content widely and legally available online
• 34% do not trust entertainment companies to respect the rights of people who pay for entertainment through digital channels
• 41% do not trust the entertainment industry to provide value for money
Distrust of entertainment companies has other consequences. It makes younger consumers more likely to:
• criticise an entertainment company to friends (49%)
• refuse to buy their products (43%)
• share their negative opinions online (37%)
New research on the entertainment industry conducted amongst 18 to 34 year olds in the UK reveals that levels of distrust reduced the inclination of about half to buy entertainment products or services and made one in four more likely to download illegally or rip files illegally.
The research reveals the complexity of opinion held amongst consumers about the evolving world of digital entertainment. The research indicates that industry has succeeded in moving the debate on from the availability of content online. However, it faces a significant proportion of consumers who are both concerned about their rights over the content they have bought and whether the online proposition represents good value-for-money.
• 69% trust entertainment companies to make content widely and legally available online
• 34% do not trust entertainment companies to respect the rights of people who pay for entertainment through digital channels
• 41% do not trust the entertainment industry to provide value for money
Distrust of entertainment companies has other consequences. It makes younger consumers more likely to:
• criticise an entertainment company to friends (49%)
• refuse to buy their products (43%)
• share their negative opinions online (37%)
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Research Approach
This study was carried out by international research firm, StrategyOne, a subsidiary of Edelman.
StrategyOne conducted an online entertainment survey in the UK and France between March 26th and April 2nd 2007.
The sample comprised of 259 and 256 respondents in the UK and France respectively, aged between 18 and 34 years old.
With 500 the margin of error (MoE) is +/- 4.3% at 95% confidence level. With a country sample of 250, the MoE is +/-6.2%.
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Comparisons were made between 18-34 year old opinion elites in this study and 35-64 opinion elites in the 2007 Edelman Trust Barometer– The Edelman Trust Barometer was a 30-minute telephone survey
conducted in Oct-Nov 2006– 3100 opinion elites across 18 countries
Trust Barometer opinion elites are defined as educated, affluent and media-informed:– College educated– Ages 35 to 64– Household income within the top quartile for that country– Report a significant interest and engagement in the media, economic and
policy affairs.
Research Approach
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45%
45%
51%
55%
56%
57%
57%
59%
59%
60%
61%
61%
64%
74%
0% 20% 40% 60% 80% 100%
Media
Insurance
Entertainment
Energy
Banks
Professional services
Consumer packaged goods manufacturers
Automotive
Telecommunications
Pharmaceuticals^
Retail
Health care
Biotech/Life sciences
Technology
Global Trust
^Pharmaceutical sector data is based on aggregated company data from a sampling of leading companies.
Technology Most Trusted Industry GloballyEntertainment Sector One Of Least Trusted
•Three quarter of opinion elites (35-64 years) trust technology companies•Only half of opinion elites (35-64 years) trust entertainment companies.
Base 3,100 Opinion Elites 35-64 years
5Entertainment And Media Near Top of Industry List of Most Distrusted Globally
10%
15%
18%
21%
21%
22%
22%
24%
26%
26%
28%
33%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Technology
Biotech/ life sciences
Retail
Consumer packaged goods manufacturers
Automotive
Health care
Telecommunications
Professional services
Banks
Energy
Entertainment
Media
Insurance
Global Distrust
•Media and entertainment most distrusted companies behind insurance
Base 3,100 Opinion Elites 35-64 years
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Entertainment Trusted Most In Developing Nations, Less Trusted In Germany, Sweden and Italy
53%
36% 36% 35% 34%31% 31% 29% 29% 29%
24% 24%20% 19%
16% 15% 14%
8%
26%
40% 38%
44% 45% 47%
41%
49%
42% 42%
58% 57% 55%
61%
69%
75% 75% 76%
0%
20%
40%
60%
80%
100%
Germ
any
Italy
Sweden
China
US
South
Kore
a
Canad
a
Nether
lands
Japan
Russi
a
Irela
ndUK
France
Polan
d
Spain
Mex
ico
India
Brazil
Distrust Trust
Ranked by DistrustTop/bottom 4 boxes shown
Base 3,100 Opinion Elites 35-64 years
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Entertainment Ranked Higher In Trust In UK
US UK France E.U. China Japan India
Technology 1 1 2 1 2 1 1
Biotech/ life sciences 2 7 3 3 4 5 7
Banks 3 10 11 11 3 11 4
Consumer packaged goods 4 11 8 8 12 7 11
Health care 6 2 1 2 6 9 8
Retail 6 5 5 4 9 3 8
Telecommunications 8 8 10 10 8 6 3
Automotive 9 8 4 6 9 2 6
Professional services 10 6 6 5 6 8 14
Energy 11 12 8 12 1 4 13
Insurance 12 13 13 14 11 13 11
Entertainment 13 3 7 8 14 12 5
Media 14 14 12 13 12 14 10
Pharmaceutical^ 4 4 7 7 5 9 2
Ranking
^Pharmaceutical sector data is based on aggregated company data from a sampling of leading companies.
Base 3,100 Opinion Elites 35-64 years
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72%
39%
67%
57%
Technology
Entertainment
OpinionElites 18-34years
OpinionElites 35-64years
18-34s Trust Entertainment Less Than 35-64s Among UK Opinion Elites
18-34 years opinion elites: 64
35-64 years opinion elites: 150
•Trust in entertainment among opinion elites is eighteen percentage points lower among 18-34 years olds than 35 to 64 years olds.
Top 4 boxes 35-64 years: Trust Barometer data
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-100 -80 -60 -40 -20 0 20 40 60 80 100
Provide value for money
Respect the rights ofpeople who pay for
entertainment throughdigital channels
Make entertainmentcontent widely and legally
available online
Contribute to the on-goingentertainment of our
society and communitiesDistrust Trust
UK: Value For Money Distrust Issue• Almost 70% trust entertainment companies to make entertainment widely and legally available.• Four in ten respondents don’t trust entertainment companies to provide value for money.
Trust vs Distrust – ranked by Distrust
35% 66%
31% 69%
59%41%
24% 76%
Base: 259 18-34 Years
10
19%
37%
37%
47%
51%
53%
50%
73%
77%
82%
26%
36%
43%
44%
45%
47%
51%
69%
72%
80%
0% 20% 40% 60% 80% 100%
Actively demonstrated or protested against them
Written a letter or e-mail complaining to the media, a politician, oran official third-party
Shared your opinion and experiences on the Web
Ignored their attempts to communicate with you
Supported legislation controlling or limiting their activities
Refused to work for them
Investigated more about their activities
Refused to invest in them
Criticized them to people you know
Refused to buy their products or use their services
Trust EntertainmentIndustry
DistrustEntertainmentIndustry
Entertainment Distrusters (35-64 years) Globally More Likely to Take Adverse Actions Against Companies They Don’t Trust
Ranked on Trusters
*
*
*
*
*
* Indicates significant differences between
segments at 95%
Base 3,100 Opinion Elites 35-64 years
•Distrust has a impact on sales, investment , recruitment, lobbying and PR
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49%
43%
37%
27%
27%
24%
20%
20%
16%
13%
12%
4%
Criticized them to people you know
Refused to buy their products or use theirservices
Shared your opinion and experiences on theWeb
Ignored their attempts to communicate with you
Downloaded content illegally
Ripped copies without paying for them
Illegally shared files online
Investigated more about their activities
Written a letter or e-mail complaining to themedia, a politician, or an official third-party
Used a hacking source or software to get aroundcopy protections
Been vocal about your rights to get content free
Actively demonstrated or protested against thecompany
UK:18-34s Criticise and Act When There Is Distrust
•Almost a third say that they have (or are more inclined to) download content illegally. •Almost a quarter have ripped copies without paying.
Base: 259 18-34 Years
12
27%
24%
20%
13%
24%
21%
22%
8%
32%
26%
18%
15%
Downloaded contentillegally
Ripped copies withoutpaying for them
Illegally shared files online
Used a hacking source orsoftware to get around
copy protections
18-34 Total Trust Entertainment Distrust Entertainment
UK: About A Quarter Of 18-34s Would Take Illegal Action Regardless Of Trust Or Distrust In Entertainment Companies
• One quarter of 18-34 years old respondents say they rip copies without paying or download content illegally despite trusting entertainment companies.
Base: 259 18-34 Years
13
26%
26%
18%
26%
25%
27%
20%
26%
20%
20%
12%
25%
Downloaded contentillegally
Ripped copies withoutpaying for them
Illegally shared files online
Used a hacking source orsoftware to get around
copy protections
18-34 Total Trust Entertainment Distrust Entertainment
France Total 256 18-34 Years
France: 18-34s Who Trust Entertainment Companies Would Still Take Illegal Action To Get Content
• One quarter of 18-34 year old respondents say they rip copies without paying or download content illegally despite trusting entertainment companies.
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9%
6%
16%
41%
35%
35%
41%
14%
18%
19%
29%
31%
31%
36%
38%
48%
48%
48%
54%
56%42%
43%
10%
46%
24%
26%
0% 20% 40% 60% 80% 100%
Blogger
Entertainer/ Athlete
Public relations executive
Government official or regulator
CEO of a company
Lawyer
The CEO or leader of your company or employer
Regular employee of company
Academic
Non-profit organization or NGO representative
Financial/ Industry analyst
Doctor or healthcare specialist
A person like yourself
UK Global
Percentage saying “Extremely Credible” or “Very Credible”
A Person Like Yourself Is The Most Credible Source Globally For Company Information (35-64s)
Base 3,100 Opinion Elites 35-64 years
15
70%
67%
54%
51%
51%
45%
32%
30%
25%
20%
18%
17%
15%
Friends
TV
Online stores for music,film
Family
Newspapers and magazines
Major internet portals
Retail stores selling videos or music
Web-sites of entertainment companies
General internet searches
Peer to peer file-sharing
Social networking sites
Blogs
Consumer generated content sites
In UK, Peers and TV Are Most Referred To Sources For Entertainment Information, More Than Online•There is a wide variety of sources that 18-34 year olds would turn to when seeking information on entertainment but proximity (friends and family), expertise (online stores, magazines) and accessibility (TV) are the key criteria.
Base: 259 18-34 Years
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