Research ApproachThis 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%.

Comparisons were made between 18-34 year old opinion elites in this study and 35-64 opinion elites in the 2007 Edelman Trust BarometerThe Edelman Trust Barometer was a 30-minute telephone survey conducted in Oct-Nov 20063100 opinion elites across 18 countriesTrust Barometer opinion elites are defined as educated, affluent and media-informed:College educatedAges 35 to 64Household income within the top quartile for that countryReport a significant interest and engagement in the media, economic and policy affairs.Research Approach

Technology Most Trusted Industry GloballyEntertainment Sector One Of Least TrustedThree quarter of opinion elites (35-64 years) trust technology companiesOnly half of opinion elites (35-64 years) trust entertainment companies.Base 3,100 Opinion Elites 35-64 years^Pharmaceutical sector data is based on aggregated company data from a sampling of leading companies.

Three quarter of opinion elites (35-64 years) trust technology companies

Only half of opinion elites (35-64 years) trust entertainment companies.

Entertainment And Media Near Top of Industry List of Most Distrusted GloballyMedia and entertainment most distrusted companies behind insuranceBase 3,100 Opinion Elites 35-64 years

Media and entertainment most distrusted companies behind insurance

Entertainment Trusted Most In Developing Nations, Less Trusted In Germany, Sweden and ItalyRanked by DistrustTop/bottom 4 boxes shownBase 3,100 Opinion Elites 35-64 years

Entertainment Ranked Higher In Trust In UKRanking^Pharmaceutical sector data is based on aggregated company data from a sampling of leading companies.Base 3,100 Opinion Elites 35-64 years

18-34s Trust Entertainment Less Than 35-64s Among UK Opinion ElitesTrust in entertainment among opinion elites is eighteen percentage points lower among 18-34 years olds than 35 to 64 years olds. 18-34 years opinion elites: 6435-64 years opinion elites: 150Top 4 boxes35-64 years: Trust Barometer data

Trust in entertainment among opinion elites is eighteen percentage points lower among 18-34 years olds than 35 to 64 years olds.

UK: Value For Money Distrust IssueAlmost 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 Distrust41%59%35%66%31%69%24%76%Base: 259 18-34 Years

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.

Entertainment Distrusters (35-64 years) Globally More Likely to Take Adverse Actions Against Companies They Don’t TrustDistrust has a impact on sales, investment , recruitment, lobbying and PR****** Indicates significant differences between segments at 95%Ranked on TrustersBase 3,100 Opinion Elites 35-64 years

Distrust has a impact on sales, investment , recruitment, lobbying and PR

UK:18-34s Criticise and Act When There Is DistrustAlmost 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

Almost a third say that they have (or are more inclined to) download content illegally.

Almost a quarter have ripped copies without paying.

UK:About A Quarter Of 18-34s Would Take Illegal Action Regardless Of Trust Or Distrust In Entertainment CompaniesOne 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

One quarter of 18-34 years old respondents say they rip copies without paying or download content illegally despite trusting entertainment companies.

France:18-34s Who Trust Entertainment Companies Would Still Take Illegal Action To Get ContentOne quarter of 18-34 year old respondents say they rip copies without paying or download content illegally despite trusting entertainment companies. France Total 256 18-34 Years

One quarter of 18-34 year old respondents say they rip copies without paying or download content illegally despite trusting entertainment companies.

A Person Like Yourself Is The Most Credible Source Globally For Company Information (35-64s)Percentage saying “Extremely Credible” or “Very Credible” Base 3,100 Opinion Elites 35-64 years

In UK, Peers and TV Are Most Referred To Sources For Entertainment Information, More Than OnlineThere 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

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.