2012 Edelman Trust Barometer infographic

IN MEDIA WE TRUST The 2012 Edelman Trust Barometer shows an overall decline in trust globally, with steep declines in the levels of trust in government and business. Government is now the least trusted institution, trailing business, media, and NGOs. Business experienced fewer and generally less severe declines in trust, but has its own hurdles to clear – notably that CEO credibility plummeted. Media was the only institution to see an increase in trust over the past year. For the fifth year in a row, NGOs are the most trusted institution. MEDIA ONLY INSTITUTION Global trust in media is now above 50 percent. The rise in media likely resulted from the solid coverage of financial turmoil, corporate crises, and political upheaval around the world, as well as a commitment TO SEE TRUST INCREASE to innovation and engagement across all media platforms. UK +15 U.S. +18 JAPAN -12 INDIA +20 TRUST IN MEDIA Informed Public BRAZIL Trust -12 Neutral Distrust AUSTRALIA Indicates percentage +11 point change 2011-2012 People around the world are seeking news The credibility of CEOs and INSTITUTION and information from multiple sources – the level of trust in media varies by country. CREDIBILITY SEES gov’t officials experienced a massive decline while a TRUST IN MEDIA (GLOBAL 46%) General Public DRAMATIC CHANGES regular employee showed a dramatic rise in credibility. 73% IN CHINA 4O% IN EU AND NORTH AMERICA PERCENTAGE OF CREDIBILITY 2011 2012 Informed Public 54% IN BRIC 32% IN UK ACADEMIC 70% OR EXPERT 68% Audiences need to TECHNICAL EXPERT 64% SKEPTICISM hear information multiple times IN THE COMPANY 66% REQUIRES REPETITION before they believe its accuracy. A PERSON 43% +22 LIKE YOURSELF 65% Informed Public 13% 5% REGULAR EMPLOYEE 34% +16 TEN OR MORE TIMES ONCE 50% 14% 47% 6% TWICE NGO REPRESENTATIVE 50% Change from SIX TO NINE TIMES previous FINANCIAL OR 53% year INDUSTRY ANALYST 46% 28% 35% 50% FOUR OR FIVE TIMES THREE TIMES CEO 38% -12 GOVT OFFICIAL 43% OR REGULATOR 29% -14 63% THREE TO FIVE TIMES Credibility of CEOs, government SPOKESPEOPLE officials, peers and regular employ- ees varies by audience. REQUIRES HEARING INFO 3-5 TIMES General Public 82% IN JAPAN 70% IN SINGAPORE CREDIBILITY OF GOV’T OFFICIAL (GLOBAL 31%) 52% HONG KONG 27% EU COUNTRIES While traditional media sources DIVERSIFICATION are still the most trusted, social media saw the biggest percent- 43% EXECUTIVES 9% JAPAN OF MEDIA age increase (75 percent) in trust among media sources. CREDIBILITY OF CEO ( GLOBAL 41%) TRUST IN SOURCES FOR COMPANY INFORMATION 69% INDIA 23% FRANCE SOURCE General Public Informed Public 48% 18-29 YEAR OLDS Percent % Change 2011-2012 CREDIBILITY OF PERSON LIKE YOU (GLOBAL 59%) NEWS 30% +10% 78% BRAZIL 62% EMPLOYED TRADITIONAL 68% US 39% SOUTH KOREA 65% INFORMED PUBLIC CREDIBILITY OF REGULAR EMPLOYEE (GLOBAL 49%) ONLINE 26% +18% 77% MEXICO 51% LIBERALS MULTIPLE 70% SPAIN 30% SOUTH KOREA SOURCES SOURCES FOR GENERAL 17% +23% NEWS AND INFORMATION CORPORATE People now look across traditional, hybrid, social, and owned media for news and information, and trust each type of media differently. General Public +75% TRUST IN TRADITIONAL MEDIA (GLOBAL 62%) 14% 67% INFORMED PUBLIC 36% RUSSIA SOCIAL MEDIA 65% INVESTORS TRUST IN HYBRID MEDIA (GLOBAL 46%)The 2012 Edelman Trust Barometer is the firm’s 12th annual trust and credibility survey. Thesurvey was produced by research firm StrategyOne and consisted of 20-minute online interviewsconducted from October 10 - November 30, 2011. The 2012 Edelman Trust Barometer survey 53% INFORMED PUBLIC 51% PARENTSsampled 25,000 general population respondents with an oversample of 5,600 informed publics intwo age groups (25-34 and 35-64) across 25 countries. All informed publics met the following cri-teria: college-educated; household income in the top quartile for their age in their country; read orwatch business/news media at least several times a week; follow public policy issues in the news TRUST IN SOCIAL MEDIA (GLOBAL 44%)at least several times a week. This year Informed Publics were surveyed via online methodologyfor the first time. 58% BRIC 35% EUThe countries included in the survey included: Argentina, Australia, Brazil, Canada, China,France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, the Neth-erlands, Poland, Russia, Singapore, South Korea, Spain, Sweden, the UAE, the UK, and the U.S. TRUST IN OWNED MEDIA (GLOBAL 41%)For more information, visit http://www.edelman.com/trust. 43% FEMALES©Edelman, 2012 All Rights Reserved

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2012 Edelman Trust Barometer infographic

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