2012                                            EDELMAN TRUST BAROMETER                                            MALAYSI...
2012 Edelman Trust Barometer – Malaysia Findings    METHODOLOGY OVERVIEW                                                  ...
Edelman Trust Barometer in retrospect                    2011                    Rise of authority figures                ...
4   © Edelman, 2012. All rights reserved.
Nearly twice as many countries are now skeptics;Malaysia is in the neutral zone                                           ...
The Fragility of Trust: Focus on Japan           2011                                2012           Informed Public       ...
Globally, trust in three of four institutions declines; only media rises    TRUST IN INSTITUTIONS         2011         Inf...
In Asia Pacific, government the only institution to suffer decreased trust    TRUST IN INSTITUTIONS – ASIA PACIFIC REGION ...
Malaysian Informed Publics are more trusting of NGOs than    the General Public, while trust in other institutions is on p...
Globally, NGOs and business fall to 2009 trust level – government record decline     TRUST IN INSTITUTIONS – 18-COUNTRY GL...
Roughly two-thirds in Malaysia trust NGOs and business, while government     and media are trusted by slightly less than h...
Several mature economies see double-digit drops in business trust;      Malaysian trust in business strong at 65%      TRU...
Asia Pacific more trusting of nearly all industries than their global peers;Banks are third most trusted in APAC, but seco...
Top four most trusted industries consistent from 2011 to 2012, while     brewing and spirits remain least trusted     TRUS...
Technology and telecommunications top the most trusted industries in     Malaysia; Brewing & spirits the only industry tru...
Dramatic fall for banks in Japan and S. Korea; now at levels seen in West     TRUST IN BANKS            China            I...
Trust in banks is high in Malaysia     TRUST IN BANKS            Australia            Hong Kong            Indonesia      ...
Trust in technology remains high in Asia Pacific markets     TRUST IN TECHNOLOGY            China            India        ...
Over eight out of ten trust technology in Malaysia     TRUST IN TECHNOLOGY            Australia            Hong Kong      ...
Majority of countries now distrust government; Just under half of      Malaysians trust government      TRUST IN GOVERNMEN...
Media only institution to see trust rise globally; In Malaysia, trusted      by slightly less than half      TRUST IN MEDI...
Skepticism requires repetition      MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE      ASIA PACIFIC REGION             ...
In Malaysia, skepticism requires repetition      MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE      NUMBER OF TIMES NEE...
Diversification of Media     TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)          2...
Diversification of Media     TRUST IN INFORMATION SOURCES – MALAYSIA          2012          Informed Public               ...
NGOs still most trusted institution, despite some drops; Nearly seven      out of ten in Malaysia trust NGOs      TRUST IN...
NGOs surge in China and India     TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)                 China                 Ind...
Roughly two-thirds in Malaysia trust NGOs to do what is right     TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)          ...
29   © Edelman, 2012. All rights reserved.
Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly con...
Trust in business and government also tends to move in sync in Australia,     while Indonesia and Singapore less likely to...
Asia Pacific more likely than global peers to view CEOs and government     officials as credible spokespeople     CREDIBLE...
Credibility of “person like me” surges over the past year in Asia Pacific;     Government official falls to the bottom in ...
Technical experts and academics are the most credible spokespeople in     Malaysia; government officials and regular emplo...
CEO credibility returns to low of 2009 in South Korea and drops even further     in Japan     CEO CREDIBILITY             ...
Just under half in Malaysia view CEOs as credible     CEO CREDIBILITY                Australia                Hong Kong   ...
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
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2012 Edelman Trust Barometer Malaysia

  1. 1. 2012 EDELMAN TRUST BAROMETER MALAYSIA RESULTS1 © Edelman, 2012. All rights reserved.
  2. 2. 2012 Edelman Trust Barometer – Malaysia Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Malaysia Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** Malaysia sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.
  3. 3. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs3 © Edelman, 2012. All rights reserved.
  4. 4. 4 © Edelman, 2012. All rights reserved.
  5. 5. Nearly twice as many countries are now skeptics;Malaysia is in the neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 20125 © Edelman, 2012. All rights reserved.
  6. 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan6 © Edelman, 2012. All rights reserved.
  7. 7. Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total7 © Edelman, 2012. All rights reserved.
  8. 8. In Asia Pacific, government the only institution to suffer decreased trust TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 64% 62% 2012 61% Informed Public 2012 54% General Public 51% 44% Government Business 63% 62% 64% 61% 53% 52% Media NGOs APAC Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong Kong and Malaysia)8 © Edelman, 2012. All rights reserved.
  9. 9. Malaysian Informed Publics are more trusting of NGOs than the General Public, while trust in other institutions is on par TRUST IN INSTITUTIONS – MALAYSIA 2012 65% Informed Public 58% 2012 General Public 52% 49% Government Business 68% 58% 47% 46% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) General Population AND Informed Publics ages 25-64 in Malaysia9 © Edelman, 2012. All rights reserved.
  10. 10. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)10 © Edelman, 2012. All rights reserved.
  11. 11. Roughly two-thirds in Malaysia trust NGOs and business, while government and media are trusted by slightly less than half TRUST IN INSTITUTIONS – MALAYSIA 68% 65% 49% 47% NGOs Business Government Media Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in Malaysia11 © Edelman, 2012. All rights reserved.
  12. 12. Several mature economies see double-digit drops in business trust; Malaysian trust in business strong at 65% TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.
  13. 13. Asia Pacific more trusting of nearly all industries than their global peers;Banks are third most trusted in APAC, but second from bottom globally TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Technology 80% Technology 79% #1 85%* Telecommunications 67% Automotive 66% #2 76%* 2009: Automotive Food and beverage 67% 64% 67%* 58% Food and beverage 64% Consumer packaged goods 62% 66%* Pharmaceuticals 61% Telecommunications 60% 69%* Energy 60% Brewing and spirits 59% 57% Consumer packaged goods 57% Pharmaceuticals 56% 67%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% 62%* Banks 50% Banks 47% #3 70%* Financial services Financial services 48% 45% 63%* *Significant difference at the 95% confidence level 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total13 © Edelman, 2012. All rights reserved.
  14. 14. Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 2012 Technology 87% Technology 85% Telecommunications 78% Automotive 77% Automotive 77% Telecommunications 68% Banks 75% Banks 68% Pharmaceuticals 72% Pharmaceuticals 66% Energy 68% Food and beverage 66% Food and beverage 66% Consumer packaged goods 66% Financial services 66% Energy 65% Media 64% Media 63% Consumer packaged goods 59% Financial services 62% Brewing and spirits 54% Brewing and spirits 59% APAC Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 25-64 in Asia Pacific (excludes Hong Kong and Malaysia)14 © Edelman, 2012. All rights reserved.
  15. 15. Technology and telecommunications top the most trusted industries in Malaysia; Brewing & spirits the only industry trusted by less than half TRUST IN INDUSTRIES – MALAYSIA 2012 Technology 85% Telecommunications 81% Banks 78% Financial services 77% Automotive 75% Food and beverage 75% Pharmaceuticals 74% Consumer packaged goods 70% Energy 67% Media 51% Brewing and spirits 33%Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Malaysia15 © Edelman, 2012. All rights reserved.
  16. 16. Dramatic fall for banks in Japan and S. Korea; now at levels seen in West TRUST IN BANKS China India Japan South Korea 100% 90% 90% 85% 88% 83% 84% 77% 87% 80% 83% 81% 82% 72% 75% 76% 70% 67% 64% 68% 60% 52% 58% 59% 50% 55% 51% 51% 49% 40% 38% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 35-64 in China, India, Japan & South Korea16 © Edelman, 2012. All rights reserved.
  17. 17. Trust in banks is high in Malaysia TRUST IN BANKS Australia Hong Kong Indonesia Malaysia Singapore 100% 88% 89% 88% 90% 84% 80% 82% 77% 70% 69% 60% 67% 66% 50% 40% 45% 30% 32% 30% 20% 26% 10% 0% 2009 2010 2011 2012 Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore17 © Edelman, 2012. All rights reserved.
  18. 18. Trust in technology remains high in Asia Pacific markets TRUST IN TECHNOLOGY China India Japan South Korea 100% 95% 91% 93% 93% 87% 89% 90% 90% 93% 93% 88% 83% 78% 78% 86% 83% 78% 80% 77% 76% 78% 80% 79% 70% 76% 76% 73% 60% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 35-64 in China, India, Japan & South Korea18 © Edelman, 2012. All rights reserved.
  19. 19. Over eight out of ten trust technology in Malaysia TRUST IN TECHNOLOGY Australia Hong Kong Indonesia Malaysia Singapore 97% 100% 94% 87% 87% 90% 83% 81% 86% 85% 80% 84% 68% 70% 64% 60% 60% 50% 40% 30% 20% 10% 0% 2009 2010 2011 2012 Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) Informed publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore19 © Edelman, 2012. All rights reserved.
  20. 20. Majority of countries now distrust government; Just under half of Malaysians trust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 20 © Edelman, 2012. All rights reserved.
  21. 21. Media only institution to see trust rise globally; In Malaysia, trusted by slightly less than half TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 21 © Edelman, 2012. All rights reserved.
  22. 22. Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE ASIA PACIFIC REGION Ten or more times Once (1), 2% (10+), 14% Twice (2), 12% Six to Nine times (6- 9), 7% Three times (3), 36% Four or Five times (4- 5), 28% Three to Five times 64% APACQ148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Asia Pacific Region 22 © Edelman, 2012. All rights reserved.
  23. 23. In Malaysia, skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA Ten or more times Once (1), 4% (10+), 12% Twice (2), 13% Six to Nine times (6- 9), 4% Three times (3), 36% Four or Five times (4 - 5), 30% Three to Five times 66%Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Malaysia 23 © Edelman, 2012. All rights reserved.
  24. 24. Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% + 27% 28% 22% + 89 17% % 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)24 © Edelman, 2012. All rights reserved.
  25. 25. Diversification of Media TRUST IN INFORMATION SOURCES – MALAYSIA 2012 Informed Public 29% 29% 25% 19% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Malaysia25 © Edelman, 2012. All rights reserved.
  26. 26. NGOs still most trusted institution, despite some drops; Nearly seven out of ten in Malaysia trust NGOs TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 26 © Edelman, 2012. All rights reserved.
  27. 27. NGOs surge in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) China India Japan South Korea 80% 79% 72% 70% 68% 60% 50% 52% 42% 40% 39% 30% 31% 28% 20% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 35-64 in China, India, Japan and South Korea27 © Edelman, 2012. All rights reserved.
  28. 28. Roughly two-thirds in Malaysia trust NGOs to do what is right TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) Australia Hong Kong Indonesia Malaysia Singapore 80% 76% 70% 67% 66% 60% 61% 60% 58% 52% 50% 51% 40% 30% 20% 2009 2010 2011 2012 Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore28 © Edelman, 2012. All rights reserved.
  29. 29. 29 © Edelman, 2012. All rights reserved.
  30. 30. Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year TRUST IN BUSINESS AND GOVERNMENT Business Government Japan India 100% 100% 80% 80% 74% 70% 63% 65% 61% 57% 67% 60% 53% 54% 69% 66% 67% 47% 60% 43% 41% 52% 53% 52% 40% 40% 49% 45% 45% 43% 45% 28% 41% 43% 43% 31% 20% 20% 0% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012 100% South Korea China 100% 80% 83% 78% 79% 80% 80% 77% 72% 75% 67% 63% 60% 48% 71% 46% 60% 66% 66% 46% 43% 67% 45% 43% 40% 47% 56% 54% 43% 34% 40% 50% 40% 38% 31% 35% 38% 20% 29% 26% 20% 0% 0% 2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 35-64 in Japan, India, South Korea and China30 © Edelman, 2012. All rights reserved.
  31. 31. Trust in business and government also tends to move in sync in Australia, while Indonesia and Singapore less likely to follow this trend TRUST IN BUSINESS AND GOVERNMENT Business Government Australia Indonesia 100% 100% 81% 81% 80% 80% 70% 68% 60% 53% 69% 53% 50% 60% 39% 48% 52% 55% 40% 49% 40% 39% 37% 40% 20% 20% 0% 0% 2009 2010 2011 2012 2009 2010 2011 2012 100% Singapore 83% 80% 74% 70% 67% 60% 66% 61% 40% 20% 0% 2010 2011 2012 Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) Informed Publics ages 35-64 in Australia, Indonesia and Singapore31 © Edelman, 2012. All rights reserved.
  32. 32. Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Academic or expert 70% Academic or expert 68% #2 63%* Technical expert in the company 64% Technical expert in the company 66% #1 65% Financial or industry analyst 53% A person like yourself 65% #3 60%* CEO 50% Regular employee 50% 41%* NGO representative 47% NGO representative 50% 49% A person like yourself 43% Financial or industry analyst 46% 46% Government official or regulator 43% CEO 38% 46%* Regular employee 34% Government official or regulator 29% 33%* *Significant difference at the 95% confidence level vs. 2012 global Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region32 © Edelman, 2012. All rights reserved.
  33. 33. Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) 2011 2012 Academic or expert 68% Technical expert in the company 64% Technical expert in the company 61% Academic or expert 61% -7 CEO 58% A person like yourself 60% + 23 Financial or industry analyst 51% NGO representative 47% + 4 Government official or regulator 47% CEO 46% - 12 NGO representative 43% Financial or industry analyst 44% - 7 A person like yourself 37% Regular employee 41% + 8 Regular employee 33% Government official or regulator 31% - 16 APAC Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)33 © Edelman, 2012. All rights reserved.
  34. 34. Technical experts and academics are the most credible spokespeople in Malaysia; government officials and regular employees tie at the bottom CREDIBLE SPOKESPEOPLE – MALAYSIA 2012 Technical expert in the company 72% Academic or expert 70% A person like yourself 62% Financial or industry analyst 61% CEO 51% NGO representative 51% Government official or regulator 32% Regular employee 32%Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Malaysia34 © Edelman, 2012. All rights reserved.
  35. 35. CEO credibility returns to low of 2009 in South Korea and drops even further in Japan CEO CREDIBILITY China India Japan South Korea 100% 90% 83% 80% 68% 70% 66% 60% 59% 60% 63% 60% 56% 53% 50% 44% 46% 51% 49% 45% 40% 37% 44% 46% 37% 41% 30% 34% 32% 33% 28% 20% 22% 10% 0% 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in China, India, Japan and South Korea35 © Edelman, 2012. All rights reserved.
  36. 36. Just under half in Malaysia view CEOs as credible CEO CREDIBILITY Australia Hong Kong Indonesia Malaysia Singapore 100% 90% 80% 70% 68% 60% 53% 50% 48% 53% 51% 47% 46% 40% 44% 42% 37% 30% 34% 32% 20% 17% 10% 0% 2009 2010 2011 2012 Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore36 © Edelman, 2012. All rights reserved.

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