Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Trust barometer 2015 Hong Kong

2,396 views

Published on

The 2015 Edelman Trust Barometer is the firm’s 15th annual exploration of trust. We surveyed 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 countries around the world on their trust in the institutions of government, media, business and NGOs.

Published in: Marketing
  • Be the first to comment

Trust barometer 2015 Hong Kong

  1. 1. 2015 EDELMAN TRUST BAROMETER HONG KONG RESULTS
  2. 2. VIDEO
  3. 3. 2015 EDELMAN TRUST BAROMETER HONG KONG RESULTS
  4. 4. PG 4 TODAY’S PANEL May-kay Wong General Manager Corporate Relations, MTR David Schlesinger Former Chairman Thomson Reuters China Yan-yan Yip Chief Executive Officer Civic Exchange
  5. 5. PG 5 EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • 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 • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
  6. 6. PG 6 The Global State of Trust
  7. 7. PG 7 China 79 UAE 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 GLOBAL TRUST INDEX TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 2015 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 GLOBAL 55 DISTRUSTERS from 33% to 48% in 2015 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 U.K. 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36 2013 GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62
  8. 8. PG 8 Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries 50% GLOBAL TRUST IN MEDIA Informed Public Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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, 27-country global total. % Trust 53 78 70 71 60 45 48 40 40 35 42 30 19 79 70 61 63 55 58 59 54 48 63 54 41 44 37 40 51 80 79 76 62 51 50 48 47 44 43 42 20 77 59 57 56 52 47 46 45 43 41 40 38 34 34 31 2014 2015
  9. 9. PG 9 Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries 50% Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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, 27-country global total. GLOBAL TRUST IN NGOS Informed Public % Trust 66 76 73 64 62 61 62 59 47 75 74 84 76 76 70 75 67 70 77 67 66 69 58 67 58 41 47 37 63 81 77 71 70 65 64 63 58 74 73 72 71 71 68 67 67 66 63 62 61 59 57 51 48 38 37 29 2014 2015
  10. 10. PG 10 Lower Trust in 11 CountriesIncreased Trust in 16 Countries % Trust 50% Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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, 27-country global total. GLOBAL TRUST IN GOVERNMENT Informed Public 45 88 53 76 53 60 27 49 42 32 37 34 28 19 24 18 21 75 63 56 51 54 45 43 45 45 23 17 48 90 82 82 72 65 54 50 43 42 41 37 33 30 28 26 26 70 59 49 49 45 42 41 40 33 21 16 2014 2015
  11. 11. PG 11 Lower Trust in 16 CountriesIncreased Trust in 11 Countries % Trust 50% Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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, 27-country global total. GLOBAL TRUST IN BUSINESS Informed Public 59 82 82 79 70 54 63 58 45 45 43 38 73 77 72 71 56 51 59 53 62 58 57 45 49 43 41 39 57 85 84 84 73 66 64 60 53 48 45 43 72 70 67 61 52 49 48 48 47 46 45 45 42 41 38 36 2014 2015
  12. 12. PG 12 FOUR KEY FACTORS AFFECT TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
  13. 13. PG 13 50% 76% 75% 75% 74% 70% 69% 68% 65% 62% 51% 51% 50% 38% 36% 35% 34% 31% TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES COUNTRY OF ORIGIN Most Trusted Informed Public Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-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, 27-country global total.
  14. 14. PG 14 54% 61% 71% 50% 57% 68% State-owned Big Business Family-owned Informed Public GLOBAL HONG KONG TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. HONG KONG ENTERPRISE TYPE 48% 71% 51% 37% 50% 41% State-owned Big Business Family-owned Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a nine-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, in Hong Kong and 27-country global total. 2014 2015 2014 2015
  15. 15. PG 15 Trust in Hong Kong Photo by Michael Lee
  16. 16. PG 16 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 nine-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 in Hong Kong. TRUST IN HONG KONG BUSINESS GOVERNMENT MEDIA NGOS Informed Public 77% 63% 2014 2015 #1 63% 41% 2014 2015 #4 49% 42% 2014 2015 #3 45% 42% 2014 2015 #2
  17. 17. PG 17 70% 76% 77% 63% 65% 68% 63% 41% 47% 60% 49% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2012 2013 2014 2015 INCREASINGLY EVAPORATION OF TRUST IN HONG KONG NGOs Business Government Media Informed Public 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 nine-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 in Hong Kong.
  18. 18. PG 18 59% 33% 30% 39% 57% 41% 41% 37% 70% 50% 57% 48% 82% 64% 55% 45% 25-34 35-44 45-54 55-64 THE GENERATION GAP Informed Public 52% 35% 31% 47%51% 40% 36% 49% 59% 51% 46% 53% 67% 60% 44% 51% BUSINESSGOVERNMENT MEDIANGOS General Population Informed Public General Population 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 nine-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 in Hong Kong.
  19. 19. PG 19 Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale, where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in Hong Kong. MEDIA SOURCES Informed Public 76% 77% 79% 54% 64% 64% 65% 57% 50% 56% 50% 49% 63% 67% 65% 58% 43% 58% 46% 43% 2012 2013 2014 2015 Traditional Media Online Search Engines Social Media Hybrid Media Owned Media
  20. 20. PG 20 GO-TO MEDIA SOURCES SHIFT Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH General Information Breaking News To Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Hong Kong. Q184. What is the first source you go to for breaking news about business? Informed Publics, in Hong Kong. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Hong Kong. 29% 29% 21% 34% 20% 17% 18% 27% 32% 2013 2014 2015 22% 19% 19% 28% 26% 21% 21% 31% 27% 2013 2014 2015 15% 13% 14% 28% 27% 22%23% 28% 29% 2013 2014 2015 The First Source for…
  21. 21. PG 21 Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Hong Kong. Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Hong Kong. Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Hong Kong. 28% 39% 39% 43% 43% 48% 51% 55% 65% 66% Brands I don’t use Celebrities A company CEO A well-known online personality Elected officials Employees of a company A journalist Companies I use An academic expert My friends and family Informed Public TRUSTED NEUTRAL DISTRUSTED MOST TRUSTED CONTENT CREATORS 50%
  22. 22. PG 22 Q130-143. [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, Trust) Informed Publics, in Hong Kong. LEADERSHIP CREDIBILITY 70% 64% 71% 65% 57% 47% 47% 45% 71% 65% 64% 56% 43% 43% 39% 39% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Regular Employee Government Official or Regulator Financial or Industry Analyst CEO 2014 2015 More Trust Less Trust Informed Public
  23. 23. PG 23 Rebuilding Trust
  24. 24. PG 24 16 KEY ATTRIBUTES TO BUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices ENGAGEMENT Listens to customer needs and feedback Treats employees well Places customers ahead of profits Communicates frequently and honestly on the state of its business PRODUCTS & SERVICES Offers high-quality products or services Is an innovator of new products, services or ideas PURPOSE Works to protect and improve the environment Addresses society’s needs in its everyday business Creates programs that positively impact the local community Partners with NGOs, government and 3rd parties to address societal needs OPERATIONS Has highly-regarded and widely-admired top leadership Ranks on a global list of top companies Delivers consistent financial returns to investors Edelman Trust Barometer research reveals 16 specific attributes that build trust. These can be grouped into five performance clusters listed here in rank order of importance. Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine- point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total.
  25. 25. PG 26 13% 15% 10% 12% 14% 12% 12% 12% 16% 13% 9% 13% 14% 16% 12% 16% 23% 19% 20% 22% 25% 25% 29% 25% 36% 32% 29% 32% 31% 36% 32% 35% Delivers Consistent Financial Returns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices TRUST BUILDING ATTRIBUTES Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -19 -20 -20 -17 -19 -20 -19 -20 -13 -17 -13 -11 -10 -10 -4 -10 Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. Informed Publics, Hong Kong. Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". Informed Publics, Hong Kong. *Excludes don’t know responses
  26. 26. PG 27 BUILDING AND DEFENDING TRUST 53% 37% 32% Fails to Contribute to the Greater Good Does Not Help Me and My Family Live a Healthy Life Lacks Economic Growth 59% 42% 47% Produces Economic Growth Helps Me and My Family Live a Fulfilling Life Allows Me to Be a Productive Member of Society Reasons Trust in Business INCREASES Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in Hong Kong. Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Hong Kong. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Hong Kong. Reasons Trust in Business DECREASES 36% 49%
  27. 27. PG 28 APACMEA TRUST DRIVERS
  28. 28. PG 29 BEHAVIOR BASED ON TRUST IN HONG KONG WHY TRUST MATTERS Informed Public Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, Hong Kong. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, Hong Kong. Trusted CompaniesDistrusted Companies Refused to buy products/services Chose to buy products/services-60% 75% Criticized them to a friend/colleague Recommended them to a friend/colleague -60% 59% Paid more for products/services 50% Shared negative opinions online Shared positive opinions online-37% 44% Defended company 42%I sold shares I bought shares-26% 23%
  29. 29. PG 30
  30. 30. PG 31 TODAY’S PANEL May-kay Wong General Manager Corporate Relations MTR David Schlesinger Former Chairman Thomson Reuters China Yan-yan Yip CEO Civic Exchange Bob Grove CEO, North Asia Edelman
  31. 31. 2015 EDELMAN TRUST BAROMETER HONG KONG RESULTS

×