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The Trust in Entertainment survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing.
New research by Edelman, the world’s largest independent PR agency, reveals that Trust in Entertainment companies has significantly dropped in the UK from 47% to 31% within a year among 18-34 year olds. The Edelman Trust in Entertainment survey also highlights a lack of confidence globally, with only a third of all respondents trusting the industry to do what is right.
The research follows the 2008 Edelman Trust Barometer, the firm’s ninth global Trust and credibility survey published in January, which showed Entertainment to be the third least trusted sector globally among 25-64 year-old opinion elites – beating Insurance and Media Companies. In developing countries with a high consumption of entertainment products, such as Brazil, Mexico and India, the sector fares higher in the Trust stakes in comparison with other industries.
The Trust in Entertainment survey highlights the need for Entertainment industry executives to understand what drives Trust as consumers are likely to translate their Trust – or Distrust – into direct action:
• Distrust would drive 55% of UK respondents to stop buying a company’s services or products, up from 43% in 2007
• Around half (51%) across all three countries would share negative opinions with others or refuse to invest (49%)
• Where consumers resort to piracy and illegal downloading, this is most rife in the UK (1 in 4 respondents have downloaded content illegally) and least likely in Germany (1 in 10 respondents have downloaded content illegally)