Edelman Trust In Entertainment Industry 2009

The State of Trust in the Entertainment Industry 7 July 2009

Research Methodology Trust in Entertainment Trust Barometer American adults aged 18-34 Informed publics aged 25-64 United Kingdom adults aged 18-34 500 people in the UK 4,475 people in 20 countries on 5 continents 500 people in the US 500 in US and 200 in UK ± 4.4% in 95 out of 100 cases ± 4.4% in 95 out of 100 cases in US ± 6.9% in 95 out of 100 cases in UK Online survey: US Data collected Telephone survey: data collected January 26 – 28, 2009 November 5 – December 14, 2008 UK Data collected Feb 4 – 6, 2009 2

Youthful Trust in the Entertainment Industry Higher in UK than in US Highest in India 100% Informed publics aged 25-34 90% 88% 80% 76% 78% 70% 66% 62% 62% 64% 64% 60% 55% 56% 56% 58% 58% 52% 50% 48% 44% 44% 44% 39% 40% 40% 30% 28% 20% 10% 0% Australia Italy Indonesia Ireland Netherlands France Spain Poland Global US Germany China UK Brazil India Russia Canada Mexico S. Korea japan Sweden 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 2008 2009 2008 2009 100% 100% 90% 90% Trust in Business* Trust in Entertainment Industry Trust in Business* Trust in Entertainment Industry 80% 80% -28 70% 70% 60% -15 60% 60% 56% 50% 50% 46% 40% 40% 32% 32% 31% 29% 30% 30% 20% 17% 20% 10% 10% 0% 0% 2009 Edelman Trust UK Trust in Entertainment 2009 Edelman Trust US Trust in Entertainment Barometer, Informed Brits Survey, British adults Barometer, Informed Survey, American adults ages 25-34 ages 18-34 Americans ages 25-34 ages 18-34 *―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) 4

Trust by Industry Informed publics aged 35-64 United Kingdom United States Health care industry 60% Technology 73% Technology 59% Biotech/life sciences 62% Food 57% Food 58% Biotech/life sciences 51% Consumer packaged goods… 54% Entertainment 50% Retail 49% Pharmaceuticals 47% Pharmaceuticals 42% Retail 47% Health care industry 42% Automotive 43% Energy 40% Consumer packaged… 40% Banks 36% Energy 32% Entertainment 33% Insurance 31% Automotive 33% Banks 31% Insurance 31% Media companies 21% Media companies 25% 0 10 20 30 40 50 60 70 0 10 20 30 40 50 60 70 80 ―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) 5

Trust by Industry Informed publics aged 25-34 United Kingdom United States Technology 70% Technology 68% Automotive 60% Biotech/life sciences 54% Food 58% Food 50% Entertainment 56% Consumer packaged goods… 48% Health care industry 56% Retail 40% Biotech/life sciences 56% Entertainment 39% Retail 46% Health care industry 38% Pharmaceuticals 44% Banks 36% Consumer packaged… 42% Energy 35% Banks 34% Media companies 32% Insurance 30% Pharmaceuticals 31% Media companies 30% Automotive 29% Energy 24% Insurance 24% 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 ―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) 6

Actions Taken with Respect to a Trusted Company United Kingdom United States I chose to buy their 92% I chose to buy their 92% products or services 60% products or services 57% I recommended them to a 74% I recommended them to a 78% friend or a colleague 49% friend or a colleague 50% I paid a premium for their 60% I paid a premium for their 67% products or services 24% products or services 25% I shared positive company I shared positive company 36% opinions or experiences 44% opinions or experiences 33% online 30% online 21% I bought shares 29% I bought shares 5% 5% Companies Entertainment 0% 20% 40% 60% 80%100% companies 0% 20% 40% 60% 80%100% ―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) 7

Entertainment Spending 8

Entertainment Spend is Up Despite Economic Turmoil Correlation Between High Trust and Higher Spend United Kingdom United States 66% spend same/ more 35% spend less ―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) 9

Entertainment Quality is Second Only to Price United Kingdom United States Price Price ―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

Illegal Downloading Unchanged in the UK but Increasing in the US United Kingdom United States Downloaded files illegally 24% Downloaded files illegally 24% 25% 19% Made copies without paying 19% Made copies without paying 19% for them 24% for them 15% Been vocal about my rights Been vocal about my rights to get content free from 12% to get content free from 19% music, film and video … 11% music, film and video … 11% Shared files illegally 12% Shared files illegally 16% 18% 12% Used software to get around 13% Used software to get around 11% copy protections 9% copy protections 9% 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30% 2009 2008 ―Have you done any of the following actions regarding internet downloading?‖ ―Trust in Entertainment Industry‖ survey (adults ages 18-34 in US) 11

Industry Mindshare 12

Television Networks, and Diversified Content Providers Dominate Consumer Brand Mindshare United Kingdom United States Television 45% Global entertainment 41% 49% brands 33% Global entertainment 42% 37% brands 37% Television 46% Movies 9% 18% 9% Movies 17% Music 2% 3% Other 4% 2% Other 2% 2% Music 2% 2% 0% 20% 40% 60% 2009 2008 0% 20% 40% 60% ―When you think about the entertainment sector, which companies come to mind?‖ ―Trust in Entertainment Industry‖ survey (adults ages 18-34) 13

Television, Movies, Internet And Music Are The Sources People Mention Most Often As Places They Turn To For Entertainment Video games Television Film Books Sports Music Radio Magazines Online Internet games Board games Newspaper ―What sources of entertainment do you turn to most often?‖ ―Trust in Entertainment Industry‖ survey (adults ages 18-34) 14

DISCUSSION Gail Becker Paul Jackson Euan Semple Myles MacBean Edelman Forrester Social Computing Walt Disney Consultant 15

The State of Trust in the Entertainment Industry 7 July 2009 16

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Edelman Trust In Entertainment Industry 2009

by Edelman on Jul 07, 2009

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Edelman Trust In Entertainment Industry 2009 — Presentation Transcript