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Proof CanTrust Index 2018

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The Proof CanTrust Index is a study of the levels of trust Canadians have in organizations, leaders and industry segments.

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Proof CanTrust Index 2018

  1. 1. CanTrust Index 2018 | Proof Inc. 1 Proof Inc. CanTrust Index 2018 The third annual study by Proof Inc. on trust levels among Canadian consumers
  2. 2. CanTrust Index 2018 | Proof Inc. 2 The Proof Inc. CanTrust Index takes a distinctly Canadian approach to measuring and tracking Canadians’ trust in organizations, leaders, industries and information sources, and uncovers themes, trends and perspectives that tell us who we are. This is our third year examining what and who Canadians trust. Like the 2017 study, the 2018 CanTrust Index examines several Canadian population segments, including Newcomers, and in 2018, we have expanded our survey to explore trust in the electoral system, Artificial Intelligence, and what attributes in influencers are most trusted. What is the CanTrust Index?
  3. 3. CanTrust Index 2018 | Proof Inc. 3 Proof Inc. identifies and engages with audiences and influencers to build trust in companies and brands. The independently owned Proof family of companies (Proof Inc., Proof Experiences Inc., Proof Strategies) have over 175 staff members in offices in Toronto, Montréal, Ottawa, Vancouver and Washington, DC. The CanTrust Index is part of our service to our clients on how to build and preserve trust. Driven by our curiosity, we like to Ask Better QuestionsTM, of ourselves, our clients and of the world around us. We believe that better questions can lead to better insights and outcomes. This survey demonstrates our commitment to knowing Canadians. The study is an online sample of 1,560 Canadians conducted between January 18 to February 5, 2018. It is nationally representative by region, age and gender. About Proof Inc.
  4. 4. CanTrust Index 2018 | Proof Inc. 4 Executive Summary: Trust
  5. 5. CanTrust Index 2018 | Proof Inc. 5 Trust is the oil that lubricates the engine of our economy. It is the foundation of a civil society and the workings of government, courts, police and other public services. Unlike declining trust in some nations, we said last year that we can trust Canada to be different. In 2018, trust levels remain stable and strong. Our CanTrust Index found continuing strong levels of trust among Canadians in our institutions, leaders, media and information sources. We see the continuation of a trend that has emerged through our research over three years – that new Canadians harbour higher levels of trust across the board, driving a sense of optimism within our country. In this year’s survey, we explored the disparity in trust levels among new Canadians here more and less than 15 years, and found that once newcomers reach 15 years in Canada, their trust levels decline across the board – in many cases to levels lower than respondents born in Canada. A “window of trust” in newcomers’ first 15 years where trust levels are highest presents an opportunity for marketers. The most trusting Canadians continue to be new Canadians, residents of Québec and women. Young Canadians age 18-24 are emerging as drivers of our trust economy. Note: on the results slides that follow, we include regional/gender breakdowns only where significant differences were uncovered. Executive Summary
  6. 6. CanTrust Index 2018 | Proof Inc. 6 Specific Results: • For the third year running, not-for-profit organizations are the most highly trusted organizations in their ability to do what is right for Canada, Canadians and our society. Trust in not-for-profits and small/medium sized companies rose in 2018, and large corporations continue to yield the lowest levels of trust from Canadians. • The public sector continues to lead the trust race versus the Canadian private sector. Canadians trust and like their government services – with hospitals and universities/colleges tied at 63%. The CBC is trusted by 71%. • Many private sector companies saw significant year-over-year increases in trust, including retail pharmacies (52% from 48% in 2017) and loyalty programs (50% from 41% in 2017) scoring highest. • Canada’s policing and justice system* enjoys relatively high levels of trust, where 66% of Canadians trust the RCMP, 64% trust their local police service. Canada’s court system and judges follow at 55%. • Canadians again rank their CEOs or their most senior boss as the most trusted public figures (55%), scoring slightly higher than community mayors this year. Trust in Mayors and the Prime Minister remain relatively high and steady (52% and 46% respectively). Executive Summary * New categories of study in 2018 CanTrust Index
  7. 7. CanTrust Index 2018 | Proof Inc. 7 • Trust in provincial premiers continues to score low among leaders for the third year in a row (33%), pulled down by the largest province Ontario. Those living in Alberta, Manitoba, and Saskatchewan are less likely to trust the Prime Minister, while trust among those in the Atlantic provinces in most public figures is significantly higher. • A new area of our research in 2018 was exploring trust levels in organizations with male or female leaders*. We found that 14% of respondents indicated higher trust in organizations with female leaders, compared with 4% who have higher trust in male-led organizations. • When it comes to federal party leaders, Liberal Prime Minister Justin Trudeau is the most highly trusted at 43%, followed by Green Party leader Elizabeth May (26%), Conservative Leader Andrew Scheer (25%) and NDP leader Jagmeet Singh (24%). One in four Canadians (39%) do not trust any of these leaders. • Trust in Donald Trump remains stagnant at 13%, while Germany’s Angela Merkel is the most highly trusted world leader at 54%. * New categories of study in 2018 CanTrust Index Executive Summary
  8. 8. CanTrust Index 2018 | Proof Inc. 8 • The majority of Canadians also believe that our electoral system* is fair (62%) and adequately represents the votes of citizens (61%). However, those in Québec are significantly less likely to believe this. • Another new area of exploration in 2018 was Canadians’ trust in Artificial Intelligence* which set a low benchmark with only 25% trusting this sector to do what is right for Canada. Less than four in ten Canadians believe AI will contribute positively to the Canadian economy and improve the consumer experience – which is surprising considering the high trust in brands who are highly active in the AI realm, such as Google (67%). • CBC/Radio-Canada (71%) is our most trusted brand, followed closely by Google (67%) whereas trust in Facebook has taken a 17-point drop in trust from 51% in 2017 to 34% in 2018, the second worst year-over-year decline of any company or category tested. * New categories of study in 2018 CanTrust Index Executive Summary
  9. 9. CanTrust Index 2018 | Proof Inc. 9 • Positive corporate reputation and a product’s reliability/dependability are important factors in building trust. Canadians still highly value job creation and local investment in the community and open and accessible leadership. • For the third year in a row, Canadians trust product / service sampling or word-of-mouth the most, followed by traditional editorial content (e.g. newspapers). • Trust in consumer opinion or reviews posted online has risen significantly (+4) while trust in bloggers has declined (-4). • Slight increases are also seen in trust in information shared through online and traditional editorial content, emails/newsletters, company websites, and advertising. • Those in Québec, and those aged 18-24, are more likely to trust in most types of information. • Canadians trust their friends and family members as those who most highly influence their opinion or actions (73%)* followed next by industry thought leaders and professionals (58%). • Levels of trust in influencers and their content are affected by the influencers’ expertise on a given subject (authority and contextual relevance) over their engagement and reach. * New categories of study in 2018 CanTrust Index Executive Summary
  10. 10. CanTrust Index 2018 | Proof Inc. 10 Survey Results
  11. 11. CanTrust Index 2018 | Proof Inc. 11 Trust in Leaders & Institutions
  12. 12. CanTrust Index 2018 | Proof Inc. 12 Key Differences (2018) • Higher income earners are most likely to trust government (49% among those earning $150K+), with trust in government also somewhat higher among students (57%). • Those earning $25-$50K are more likely to trust small or medium sized corporations (54%). • Those who are employed full-time are more likely to trust large corporations (32%). • Those living in Québec rate highest on the overall Trust Index (55), as they are more likely to trust all types of government, corporate and not- for-profit institutions to do what is right. 61% 51% 45% 41% 28% 19% 57% 50% 41% 39% 27% 22% 59% 54% 44% 40% 29% 19% Not-for-profitorganizations Newsmedia Smallormediumsizedcorporations Governments Largecorporations Noneoftheabove Trust in Organizations 2018 Total 2017 Total 2016 Total 6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) n=1560 Trust Index 2018: 45 Trust Index 2017: 43 Trust Index 2016: 45 Trust index increases slightly, as more trust NFPs, media and small business
  13. 13. CanTrust Index 2018 | Proof Inc. 13 • The Trust Index for those age 18 to 24 is slightly higher than for their older counterparts (48 vs. 45 for those 25 to 49 and 46 for those 50+). • Older adults are slightly more likely to trust the news media. Trust index slightly higher for younger adults 6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) *small base =significantly higher than average =significantly lower than average TOTAL MALE FEMALE 18-24* 25-49 50+ Total 1560 761 799 89 840 631 Not-for-profit organizations 61% 60% 61% 58% 61% 61% News media 51% 53% 49% 53% 48% 55% Small or medium sized corporations 45% 46% 45% 49% 44% 47% Governments 41% 42% 40% 48% 42% 40% Large corporations 28% 30% 27% 30% 30% 25% None of the above 19% 18% 20% 19% 20% 17% Trust index 45 46 44 48 45 46
  14. 14. CanTrust Index 2018 | Proof Inc. 14 Recent Canadian newcomers are more trusting in all organizations 65% 47% 44% 55% 40% 20% 57% 46% 37% 46% 25% 18% 60% 52% 47% 37% 26% 19% Not-for-profitorganizations Newsmedia Smallormediumsizedcorporations Governments Largecorporations Noneoftheabove Trust in Organizations – By Tenure in Canada New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207) Trust Index 2018 Total: 45 Trust Index - New Canadians in Canada less than 15 years: 50 Trust Index - New Canadians in Canada 15+ years: 42 Trust Index - Born in Canada: 40 6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016)
  15. 15. CanTrust Index 2018 | Proof Inc. 15 55% 52% 46% 33% 48% 23% 51% 50% 44% 30% 30% 52% 50% 46% 34% 28% Your CEO or most senior boss at your employer YourcommunityMayor YourPrimeMinister YourprovincialPremier GovernorGeneral Noneoftheabove Trust in Public Figures 2018 total 2017 total 2016 total Key Differences (2018) • Those with higher household incomes (59% among those earning more than $150K) and those working full-time (57%) are more likely to trust their CEO or senior boss. • Students (60%) and renters (50%) are more likely to trust the Prime Minister. • Retirees (54%) and those earning $50K-$75K (54%) are more likely to trust the Governor General. • Newcomers are more likely to trust mayors, premiers, Governor-General. Trust in bosses and provincial Premiers increases slightly in 2018 7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. **Note-CEO item manually re-based to exclude N/A. (Q.10 2016) n=1500
  16. 16. CanTrust Index 2018 | Proof Inc. 16 Atlantic Canadians are more likely to trust their local and national leaders 7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q.10 2016) *small base • Atlantic Canadians are more likely to trust their local mayor, the Prime Minister and the Governor General. • Those living in the Prairie provinces are less likely to trust the Prime Minister. TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Your CEO or most senior boss at your employer (if not working, opt out) 55% 53% 59% 51% 54% 58% 55% 51% 66% 57% 56% 62% Your community Mayor 52% 41% 58% 45% 51% 56% 66% 45% 56% 59% 53% 51% The Governor General of Canada 48% 46% 48% 41% 54% 36% 62% 46% 45% 55% 55% 39% Your Prime Minister 46% 46% 36% 35% 49% 45% 59% 46% 34% 37% 53% 52% Your provincial Premier 33% 34% 33% 42% 29% 34% 41% 36% 30% 32% 36% 39% None of the above 23% 26% 19% 25% 23% 24% 18% 23% 17% 20% 23% 22% =significantly higher than average =significantly lower than average
  17. 17. CanTrust Index 2018 | Proof Inc. 17 More than 1 in 10 are more likely to trust organizations with female leaders n=1560 14% 4% 83% 86% 3% 9% Woman Man TIO5. What is your level of trust in an organization that is led by a ___? • Organizations with female leaders are more likely to be trusted by: • Women (17%) • BC residents (16%) and those living in Québec (15%) • 18-24 (25%) • Lower-income earners (18% of those earning <$60K) • Those who are separated/divorced (19%) or single (16%)
  18. 18. CanTrust Index 2018 | Proof Inc. 18 T3B 43% 26% 25% 24% 18% 7% 4% 3% 16% 8% 7% 7% 4% 21% 15% 16% 15% 12% 18% 27% 28% 28% 21% 10% 16% 19% 17% 17% 13% 13% 13% 14% 16% 17% 29% Liberalleader/PMJustinTrudeau GreenPartyleaderElizabethMay ConservativeleaderAndrewScheer NDPleaderJagmeetSingh BQLeaderMartineOuellet* n=1560 7- Trust him/her a lot 1- Trust him/her very little None of the above: 39% Prime Minister Trudeau most trusted Federal party leader 19%9% 18% TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot. *BQ Leader Martine Ouellet only rated by Québec respondents (n=584)
  19. 19. CanTrust Index 2018 | Proof Inc. 19 Trudeau more trusted in Atlantic Canada and Ontario; less trusted in the Prairies 7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q.10 2016) *small base • Trust in specific party leaders corresponds closely to where the main national parties have the most support; Justin Trudeau is more likely to be trusted in Ontario and Atlantic Canada and less likely to be trusted by those on the Prairies. • Conservative leader Andrew Scheer, meanwhile, is more likely to be trusted by Albertans. =significantly higher than average =significantly lower than average TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Justin Trudeau (Liberal leader and Prime Minster) 43% 44% 32% 34% 45% 43% 54% 47% 32% 33% 49% 49% Elizabeth May (Green Party of Canada leader) 26% 27% 17% 13% 31% 23% 38% 26% 23% 18% 32% 31% Andrew Scheer (Conservative leader) 25% 23% 35% 27% 27% 19% 23% 24% 32% 39% 29% 20% Jagmeet Singh (NDP leader) 24% 25% 20% 20% 26% 22% 33% 28% 25% 17% 31% 28% Martine Ouellet (BQ leader)** - - - - - 18% - - - - - 14% None of the above 39% 38% 42% 48% 36% 45% 34% 36% 42% 35% 35% 38%
  20. 20. CanTrust Index 2018 | Proof Inc. 20 Newcomers are more likely than general public to trust all leaders 19%9% 18% TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot. *BQ Leader Martine Ouellet only rated by Québec respondents – Caution: Small base sizes for New Canadians 50% 36% 38% 38% 20% 36% 42% 23% 22% 23% 11% 40% 42% 25% 23% 22% 19% 40% Liberalleader/PrimeMinisterJustinTrudeau GreenPartyleaderElizabethMay ConservativePartyleaderAndrewScheer NDPleaderJagmeetSingh BQleaderMartineOuellet* Noneoftheabove Trust in Public Figures – By Tenure in Canada (T3B) New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207)
  21. 21. CanTrust Index 2018 | Proof Inc. 21 Germany’s Merkel most trusted world leader; Trump remains distrusted n=1560 QWL1. Thinking about the following world leaders, please rate how much you trust each of them and their policies and actions to have a positive impact on people and societies in their respective countries and Canada and the working relationship between Canada and each country, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. T3B 54% 43% 43% 17% 13% 7- Trust him/her A lot 1- Trust him/her very little Trump - 2017 T3B: 13% None of the above: 33% 10% 4% 4% 21% 15% 15% 5% 3% 22% 24% 24% 12% 7% 17% 23% 24% 18% 9% 9% 10% 11% 17% 5% 7% 7% 16% 10% 7% 20% 62% Germany-AngelaMerkel France-EmmanuelMacron UK-TheresaMay China-XiJinping U.S.-DonaldTrump 6%4% 6%
  22. 22. CanTrust Index 2018 | Proof Inc. 22 Nearly two thirds of Canadians trust the RCMP and their local police service n=1560 7- Trust a lot 1- Trust very little None of the above: 21% 13% 11% 10% 8% 25% 25% 20% 19% 28% 28% 25% 24% 19% 20% 21% 23% 7% 7% 11% 12% 5% 6% 8% 7% 6% RCMP Localpoliceservices Canada'scourtsystem/judges Canada'selectionsystem T3B 66% 64% 55% 51% TIO8b. Please rate the following institutions on how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.
  23. 23. CanTrust Index 2018 | Proof Inc. 23<#> Trust in the Electoral System <#>
  24. 24. CanTrust Index 2018 | Proof Inc. 24 Half of Canadians trust the electoral system to be fair and representative n=1560 TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. T3B 56% 51% 9% 8% 21% 18% 25% 25% 21% 23% 11% 11% 8% Electoralsystemisfair Electoralsystemadequately representsthevotesofits citizens 7- Trust a lot 1- Trust very little 6% 6% 7%
  25. 25. CanTrust Index 2018 | Proof Inc. 25 Faith in the electoral system higher in Ontario, B.C., Atlantic Canada 7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q.10 2016) *small base =significantly higher than average =significantly lower than average • Trust in these two attributes of the Canadian election system tends to be higher in British Columbia and the Atlantic provinces. Those living in Ontario (as well as within Toronto) are also more likely to trust that the electoral system is fair and representative. • Quebecers, meanwhile, are less likely to trust in the fairness and representativeness of the Canadian electoral system TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Current election system is fair 56% 60% 53% 51% 60% 47% 61% 61% 52% 52% 63% 51% Current election system actually represents votes of citizens 51% 58% 45% 45% 55% 45% 58% 56% 48% 43% 58% 53%
  26. 26. CanTrust Index 2018 | Proof Inc. 26 Newcomers more trusting of the electoral system being representative TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. 62% 61% 60% 52% 54% 49% Trustelectoralsystemisfair Trustelectoralsystemadequatelyrepresentsvotesofcitizens Trust in Electoral System – By Tenure in Canada (T3B) New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207)
  27. 27. CanTrust Index 2018 | Proof Inc. 27<#> Trust in Industries & Brands
  28. 28. CanTrust Index 2018 | Proof Inc. 28 Recent newcomers are much more likely to trust banks, energy and pharma 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) 53% 53% 49% 49% 47% 41% 40% 37% 24% 48% 45% 42% 37% 50% 27% 32% 18% 14% 52% 50% 48% 42% 45% 28% 34% 23% 17% RetailPharmacies Loyaltypointsprograms Foodretailers Banks Onlineshopping Energy,pipelinesandresources Automanufacturers PharmaceuticalCompanies Marijuana producers Trust in Industry – “Gaining” Sectors By Tenure in Canada New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207)
  29. 29. CanTrust Index 2018 | Proof Inc. 29 Albertans more likely to trust energy sector; Québec trusts other sectors more 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) *small base • Among sectors that gained in public esteem during the past year, Québec residents are more likely to trust the vast majority of industries and sectors, with the only exceptions being that they are no more or less likely to trust the energy sector or marijuana producers. • Albertans, meanwhile, are more likely to trust the energy industry. =significantly higher than average =significantly lower than average TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Retail Pharmacies 52% 49% 46% 43% 49% 61% 58% 51% 51% 45% 47% 60% Loyalty points programs 50% 47% 44% 49% 50% 54% 49% 44% 46% 43% 53% 55% Food retailers 48% 43% 44% 41% 45% 58% 52% 38% 51% 44% 42% 55% Online shopping 46% 42% 45% 40% 45% 51% 47% 40% 48% 45% 48% 51% Banks 43% 41% 41% 30% 41% 49% 45% 44% 48% 42% 41% 47% Auto manufacturers 35% 33% 39% 27% 32% 40% 36% 30% 38% 41% 32% 39% Energy, pipelines and resources 30% 30% 45% 23% 28% 27% 30% 30% 49% 44% 32% 27% Pharmaceutical Companies 25% 24% 24% 20% 23% 32% 21% 26% 34% 20% 27% 26% Marijuana producers 18% 18% 20% 19% 18% 16% 22% 21% 23% 21% 17% 21% None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%
  30. 30. CanTrust Index 2018 | Proof Inc. 30 Hospitals and universities and colleges remain the most trusted sectors 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) n=1560 63% 63% 40% 38% 35% 34% 30% 30% 22% 62% 60% 39% 36% 33% 33% 29% 28% 20% 44% 35% 26% Hospitals UniversitiesandColleges Broadcastingandstreaming Computer/electronictechnologycompanies&retailers Long-termcarehomes Retirementresidences Telecommunications&cabletelevision Lifeandhealthinsurancecompanies Socialmediaplatforms Trust in Industry – “Stable” Sectors 2018 Total 2017 Total 2016 Total • Trust in these sectors did not shift significantly during the past year. • Those earning higher household incomes are more likely to trust universities and colleges (73% among those earning $150K+). • Those earning low household incomes (<$15K) are less likely to trust the broadcasting/streaming (33%) and telecommunications and cable television sector (18%). • Weekly Snapchat and Instagram users also tended to be more trusting of many of these sectors.
  31. 31. CanTrust Index 2018 | Proof Inc. 31 Quebecers are more likely to trust telecom, tech and insurance firms 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) ) *small base • Among these industries that maintained similar levels of trust, Quebecers expressed higher levels of trust in most types of companies, particularly broadcasting/streaming companies, telecommunications and cable firms, technology companies, life and health insurance companies and long-term care homes. =significantly higher than average =significantly lower than average TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Hospitals 63% 62% 60% 61% 64% 63% 64% 59% 55% 67% 65% 63% Universities and Colleges 63% 60% 62% 60% 59% 75% 60% 61% 67% 60% 58% 75% Broadcasting and streaming 40% 36% 31% 33% 37% 55% 40% 39% 29% 35% 38% 57% Computer & electronic technology companies and retailers 38% 42% 31% 26% 37% 44% 37% 44% 44% 24% 38% 45% Long-term care homes 35% 36% 35% 28% 32% 41% 37% 39% 40% 33% 33% 38% Retirement residences 34% 34% 36% 30% 31% 38% 40% 33% 39% 37% 31% 39% Life and health insurance companies 30% 28% 30% 17% 28% 36% 35% 33% 37% 29% 30% 35% Telecommunications & cable television 30% 31% 30% 25% 23% 44% 27% 33% 39% 30% 26% 41% Social media platforms 22% 18% 24% 15% 21% 27% 19% 20% 30% 22% 26% 28% None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%
  32. 32. CanTrust Index 2018 | Proof Inc. 32 Artificial Intelligence (AI) companies lagging in trust 19%9% 18% 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) 52% 42% 36% 31% 25% Localpublictransitagency Airline/aviationcompanies Financialplanning/investmentservicescompanies Taxi/ride-sharingcompanies Artificialintelligencecompanies Trust in Industry – New Sectors Rated in 2018 2018 Total n=1560 • The following sectors were included for the first time this year. Among these, Canadians are more likely to trust their local public transit agency (52%), with only one-quarter trusting firms involved in artificial intelligence (25%). • Among newly-rated sectors, Quebecers are also most likely to be trusting, with those in Manitoba and Saskatchewan less trusting of most of these organizations, including transit agencies and artificial intelligence firms. • Albertans are also more likely than others to trust their local transit agency.
  33. 33. CanTrust Index 2018 | Proof Inc. 33 Recent newcomers to Canada are more likely to trust all sectors 19%9% 18% 8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q11 2016) 56% 48% 37% 36% 36% 46% 35% 34% 26% 21% 52% 42% 35% 30% 23% Yourlocalpublictransitagency Airlineandaviationcompanies Financial–suchasplanningandinvestingservicescompanies Taxiandridesharingcompanies Artificialintelligencecompanies/companieswithafocusonartificialintelligence Trust in Industry – New Sectors Rated in 2018 By Tenure in Canada New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207)
  34. 34. CanTrust Index 2018 | Proof Inc. 34 Trust in Facebook, Bombardier decreases significantly in 2018 19%9% 18% Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each. n=1560 55% 49% 36% 36% 34% 45% 41% 56% 31% 51% Samsung smart phones Nestle Bombardier Volkswagen Facebook Trust in Brands – Year-over-Year Tracking 2018 Total 2017 Total
  35. 35. CanTrust Index 2018 | Proof Inc. 35 CBC is Canada’s most trusted brand - followed closely by Google 19%9% 18% Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each. (Q11b in qnr). n=1560 71% 67% 66% 63% 56% 55% 53% 52% 49% 47% 47% 46% 41% 36% 36% 35% 34% 7% CBC/Radio-Canada Google Visa Amazon Netflix Samsung smart phones Tim Horton’s The Globe and Mail Nestle Dell Technologies Loblaws Air Miles Boeing Volkswagen Bombardier Airbus Industries Facebook None of the above Trust in Brands (T3B) – All Brands Key Differences • Those earning <$60K are also more likely to trust brands such as Tim Horton’s (57%) and Air Miles (50%). • Those who are working full-time are more likely to trust airline manufacturers Boeing (46%) and Airbus (40%). • Trust is highest in Québec.
  36. 36. CanTrust Index 2018 | Proof Inc. 36 Media brand ranking – CBC remains on top 19%9% 18% Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each. (Q11b in qnr). n=1560 Key Differences • Lower-income earners (43% of those earning <$60K) and those with are separated or divorced (42%) are more likely to trust Facebook. • Those with HHI of $150K+ are more likely to trust The Globe and Mail (64%). • Technology companies such as Netflix, Google and Facebook earn higher levels of trust from those who use related social media platforms on a weekly or daily basis. • New Canadians are just as likely as more established newcomers and those born in Canada to trust these media and technology brands. 71% 67% 63% 56% 52% 34% CBC/Radio-Canada Google Amazon Netflix The Globe and Mail Facebook Trust in Media Brands (T3B)
  37. 37. CanTrust Index 2018 | Proof Inc. 37 Recent newcomers are more likely to trust Tim Horton’s, Airbus, Visa Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each. (Q11b in qnr). 68% 70% 69% 68% 59% 59% 58% 53% 53% 53% 48% 49% 53% 48% 43% 49% 39% 8% 68% 67% 76% 69% 59% 56% 49% 59% 53% 50% 54% 39% 48% 35% 34% 34% 34% 4% CBC Google Visa Amazon Netflix Samsung smart phones Tim Horton’s The Globe and Mail Nestle Dell Technologies Loblaws Air Miles Boeing Volkswagen Bombardier Airbus Industries Facebook None of the above Trust in Brands – By Tenure in Canada New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143)
  38. 38. CanTrust Index 2018 | Proof Inc. 38<#> Trust in Organization Actions & Values <#>
  39. 39. CanTrust Index 2018 | Proof Inc. 39 Trust in organizations’ products and services 19%9% 18% TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven point scale, where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each. Responses of less than <4% have been removed from the graph n=1560 37% 20% 17% 16% 11% 15% 7% 7% 28% 33% 31% 31% 30% 27% 25% 20% 15% 3% 19% 26% 30% 29% 33% 32% 29% 33% 28% 9% 11% 16% 15% 17% 18% 21% 20% 27% 26% 18% 2% 3% 4% 5% 4% 6% 6% 8% 12% 17% 2% 3% 7% 16% 7% 35% Reliable/dependable Reputationofcompanyispositive Well-reviewed/goodratings Wordofmouthfromfriends/family Favourableviewofcompany Favourableviewofproduct/serviceitself MadeinCanada Innovativeproduct/service Portionofproceedsgotocharity Celebrityendorsement T3B 85% 79% 77% 76% 75% 70% 69% 60% 49% 14% 7- Extremely important 1- Not at all important None of the above: 6%
  40. 40. CanTrust Index 2018 | Proof Inc. 40 Women, those 55+ more likely to desire Canadian-made products and services TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven point scale, where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each *small base • While older adults are more likely to care about Canadian-made products and having a favourable view of a company and its products/services, those aged 18-24 are less likely to be concerned with these aspects. =significantly higher than average =significantly lower than average TOTAL MALE FEMALE 18-24* 25-49 50+ Total 1560 761 799 89 840 631 Reliable/dependable 85% 84% 86% 82% 83% 89% Reputation of company is positive 79% 79% 80% 75% 76% 84% Well-reviewed/good ratings 77% 78% 77% 68% 77% 79% Word of mouth of friends and family 76% 72% 80% 64% 76% 78% Favourable view of company 75% 74% 76% 61% 73% 79% Favourable view of the product/service & relate to what it stands for 70% 68% 71% 58% 69% 72% Made in Canada 69% 63% 74% 60% 65% 75% Innovative product/service 60% 63% 57% 50% 61% 60% Portion of proceeds from purchase go to charity 49% 44% 54% 45% 49% 48% Celebrity endorsement 14% 15% 13% 16% 17% 9% None of the above 6% 7% 6% 10% 7% 5%
  41. 41. CanTrust Index 2018 | Proof Inc. 41 A higher proportion of Canadians are placing importance on various actions 10. Please rate the following actions based on level of importance in determining how much you trust an organization to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is not that important and ‘7’ means very important. Select one response for each. *note – items shortened for convenience (Q12 – 2016) n=1560 73% 70% 67% 67% 61% 46% 32% 12% 74% 71% 71% 70% 63% 48% 29% 11% 69% 67% 64% 68% 56% 46% 32% 13% Theorganizationcreatesjobsandinvestsinmycommunity Theleadershipopenlycommunicatesandisaccessible TheyareCanadianowned Ienjoytheirproductsorservices Theysupportcharitablecausesinmycommunity Iknowsomeonewholikesworkingthere Theleadersusesocialmediachannelstocommunicate Noneoftheabove Importance of Actions By Organizations (Tracking) 2018 total 2017 total 2016 total Key Differences • Openly communicating and being accessible is more important to weekly users of Twitter (76%) and LinkedIn (75%). • Using social media to communicate is more likely to be valued by those with lower incomes (36% <$60K), those with young children at home (39% of those with kids <13 years). • Importance of organizational attributes is consistent across Canada.
  42. 42. CanTrust Index 2018 | Proof Inc. 42<#> Trust in Artificial Intelligence Artificial intelligence (AI) is an area of computer science that involves developing intelligent computers or machines that work and react like humans. Some of the activities that computers with artificial intelligence are designed for include: Speech recognition – Learning – Planning – Problem solving – Manipulating and moving objects
  43. 43. CanTrust Index 2018 | Proof Inc. 43 Fewer than four in ten Canadians trust artificial intelligence to be beneficial QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each. n=1560 T3B 38% 37% 4% 3% 11% 10% 23% 24% 30% 30% 13% 15% 8% Positively contribute to the Canadian economy Improve experience as a consumer 9% 9% 9% 7- Trust a lot 1- Trust very little
  44. 44. CanTrust Index 2018 | Proof Inc. 44 Effects of AI more likely to be trusted by men, those 25-49, Québec residents QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each *small base =significantly higher than average =significantly lower than average TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 Positively contribute to the Canadian economy 39% 37% 35% 34% 37% 47% 37% 35% 37% 35% 41% 50% Improve your experience as a customer 37% 34% 37% 32% 37% 41% 34% 35% 35% 41% 40% 44% TOTAL MALE FEMALE 18-24* 25-49 50+ Total 1560 761 799 89 840 631 Positively contribute to the Canadian economy 39% 42% 36% 35% 41% 36% Improve your experience as a customer 37% 41% 34% 29% 40% 34%
  45. 45. CanTrust Index 2018 | Proof Inc. 45 Recent newcomers are more likely to trust AI will bring positive effects QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each Other Key Differences • Those with children at home are more likely to expect AI to contribute positively to the economy and improve their customer experience (44% each). • Weekly users of LinkedIn and Snapchat are more likely to agree with these two positions regarding AI. 47% 49% 40% 40% 37% 34% PositivelycontributetotheCanadianeconomy Improveyourexperienceasacustomer Views Regarding AI – By Tenure in Canada (T3B) New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207)
  46. 46. CanTrust Index 2018 | Proof Inc. 46<#> Trust in / usage of Media & Information Sources
  47. 47. CanTrust Index 2018 | Proof Inc. 47 Canadians' trust in several information sources is increasing 19%9% 18% 1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary n=1560 Key Differences in 2018 • Those earning lower household incomes are more likely to trust advertising overall (51% of those earning <$60K), including traditional forms of advertising (45%), information shared by companies on social media (35%) and online advertising by companies/organizations (34%). • Daily users of social media such as LinkedIn (41%), Snapchat (38%) and Instagram (36%) are more likely to trust blogs. 76% 76% 54% 51% 46% 46% 46% 41% 39% 29% 28% 25% 6% 74% 76% 52% 47% 43% 43% 38% 37% 27% 26% 29% 8% 75% 73% 49% 51% 44% 40% 38% 31% 29% 24% 34% 9% Recommendationsorwordofmouth Samplingtheproductorservice Editorialcontent(e.g.newspaper) Consumeropinionorreviewspostedonline Emailsornewslettersyousignedupfor Companyororganizationwebsites Informationsharedonsocialmediabysomeoneyouknow Editorialcontent(ononlinenewssites) Traditionaladvertising(e.gTV,radio,print) Informationfromacompanyonsocialmedia Onlineadvertisingbycompanies Blogsfrombloggers Noneoftheabove Trust in Media Sources Total 2018 Total 2017 Total 2016 Net: Editorial 60% 2018 57% 2017 55% 2016 Net: Advertising 45% 2018 41% 2017 37% 2016
  48. 48. CanTrust Index 2018 | Proof Inc. 48 First-hand experience and word of mouth most trusted information sources Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Select one response for each Responses of <4% have been removed from the graph. n=1560 T3B Sampling the product or service 76% Recommendations by someone you know or word of mouth 76% Editorial content such as a story in a newspaper, on TV or on radio 54% Consumer opinion or reviews posted online 51% Company or organization websites 46% Emails or newsletters you signed up for 46% Information shared on social media channels by a friend, family member etc. 46% Editorial content shared through online news sites 41% Traditional advertising in television, radio, print or billboard 39% Information shared by a company or organization on social media 29% Online advertising by companies or organizations 28% Blogs from bloggers 25% 16% 9% 3% 3% 3% 4% 34% 36% 19% 17% 14% 13% 16% 11% 11% 6% 5% 6% 27% 31% 31% 31% 30% 30% 27% 28% 26% 21% 21% 18% 16% 17% 29% 27% 32% 33% 27% 33% 32% 35% 35% 30% 5% 4% 11% 13% 14% 14% 14% 15% 16% 19% 20% 20% 4% 6% 6% 6% 9% 8% 9% 12% 12% 16% 4% 3% 6% 6% 9% 7- Trust a lot 1- Trust very little
  49. 49. CanTrust Index 2018 | Proof Inc. 49 Those aged 18-24 & 50+ trust highly in editorial content 19%9% 18% Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary. *small base • Younger adults aged 18-24 are more likely than those 25-49 to trust most types of editorial content, including items in the news media, information shared on online news sites and content by bloggers. • Women and men have similar views on editorial and advertising content, with women slightly more likely to trust recommendations from people they know. TOTAL MALE FEMALE 18-24* 25-49 50+ Total 1560 761 799 89 840 631 NET: Editorial 60% 59% 61% 71% 56% 64% Recommendations by someone you know or word of mouth 76% 73% 79% 80% 75% 78% Sampling the product or service 76% 74% 79% 80% 75% 78% Editorial content such as a story in a newspaper, on TV or on radio 54% 53% 55% 61% 49% 60% Consumer opinion or reviews posted online 51% 49% 53% 55% 55% 45% Emails or newsletters you signed up for 46% 44% 48% 49% 44% 48% Editorial content shared through online news sites 41% 42% 40% 54% 39% 41% Blogs from bloggers 25% 23% 27% 29% 30% 19% NET: Advertising (Incl. Social Media) 50% 48% 52% 51% 51% 50% Information shared on social media channels by a friend, family member or someone you know 46% 44% 49% 46% 47% 45% Company or organization websites 46% 47% 46% 48% 47% 45% Traditional advertising in television, radio, print or billboard by companies or organizations 39% 38% 40% 42% 38% 41% Information shared by a company or organization on social media 29% 29% 29% 35% 32% 25% Online advertising by companies or organizations 28% 29% 27% 24% 29% 26% None of the above 6% 7% 5% 7% 7% 4% =significantly higher than average =significantly lower than average
  50. 50. CanTrust Index 2018 | Proof Inc. 50 Quebecers tend to be more trusting of almost all sources of information • Regional differences show that Québec residents are more likely to trust editorial content in the news media, as well as company advertising. However, they are less likely than other Canadians to trust “first-hand” knowledge via recommendations and sampling products/services. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary. *small base =significantly higher than average =significantly lower than average TOTAL BC AB MB/SK* ON QC ATL* VAN CMA EDM CMA* CGY CMA* TOR CMA MTL CMA Total 1560 173 133 82 494 584 94 101 44 66 303 235 NET: Editorial 60% 56% 58% 53% 58% 70% 59% 56% 63% 58% 58% 65% Recommendations by someone you know or word of mouth 76% 75% 79% 85% 79% 71% 75% 73% 83% 75% 78% 71% Sampling the product or service 76% 79% 75% 84% 77% 69% 84% 78% 79% 74% 79% 68% Editorial content such as a story in a newspaper, on TV or on radio 54% 52% 53% 47% 50% 63% 55% 51% 63% 49% 50% 58% Consumer opinion or reviews posted online 51% 51% 56% 53% 54% 44% 53% 53% 70% 50% 59% 49% Emails or newsletters you signed up for 46% 47% 38% 44% 45% 53% 44% 45% 50% 36% 45% 53% Editorial content shared through online news sites 41% 38% 36% 35% 40% 47% 44% 39% 35% 34% 41% 44% Blogs from bloggers 25% 25% 29% 24% 27% 22% 21% 28% 39% 24% 29% 21% NET: Advertising (Incl. Social Media) 50% 46% 49% 46% 48% 57% 55% 49% 42% 54% 49% 54% Information shared on social media channels by a friend, family member or someone you know 46% 49% 47% 52% 46% 43% 46% 50% 52% 46% 44% 37% Company or organization websites 46% 46% 48% 42% 42% 52% 53% 47% 47% 52% 45% 52% Traditional advertising in television, radio, print or billboard by companies or organizations 39% 38% 40% 35% 36% 45% 45% 39% 40% 44% 37% 40% Online advertising by companies or organizations 28% 26% 29% 24% 24% 36% 26% 27% 35% 28% 27% 33% None of the above 6% 7% 4% - 7% 6% 7% 7% 5% 4% 9% 5%
  51. 51. CanTrust Index 2018 | Proof Inc. 51 High trust among newcomers to Canada 19%9% 18% 1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary. 79% 76% 54% 64% 51% 50% 49% 42% 37% 34% 39% 5% 71% 76% 53% 49% 47% 41% 37% 32% 24% 26% 23% 5% Recommendationsorwordofmouth Samplingtheproductorservice Editorialcontent(e.g.newspaper) Consumeropinionorreviewspostedonline Emailsornewslettersyousignedupfor Companyororganizationwebsites Editorialcontent(ononlinenewssites) Traditionaladvertising(e.gTV,radio,print) Informationfromacompanyonsocialmedia Onlineadvertisingbycompanies Blogsfrombloggers Noneoftheabove Trust in Media Sources – By Tenure in Canada New Canadian - < 15 years (n=210) New Canadian - 15+ years (n=143) Net: Editorial 63% among those in Canada <15 years 58% among those in Canada 15+ years 60% among those born in Canada Net: Advertising 48% among those in Canada <15 years 39% among those in Canada 15+ years 45% among those born in Canada 7% 23% 27% 28% 40% 40% 46% 45% 49% 54% 76% 77%
  52. 52. CanTrust Index 2018 | Proof Inc. 52 Word of mouth remains the most preferred method of receiving information 2. When looking at news sources please indicate which of the following sources you prefer to get your news about current events. Please select the top three responses that most apply. *note <5% values not shown on chart =significantly higher than average =significantly lower than average 37% 23% 10% 9% 8% 4% 4% 1% 1% 2% 15% 19% 18% 16% 9% 8% 6% 4% 3% 2% 11% 17% 14% 15% 9% 12% 8% 7% 3% 3% Word of mouth Editorial content shared through online news sites Editorial content shared through online news sites Your Facebook news feed Blogs from bloggers LinkedIn Your Twitter feed Preferred Sources to Receive Current Events Choice 1 Choice 2 Choice 3 Sum 2018 Sum 2017 Sum 2016 63% 67% 58% 59% 62% 69% 42% 40% n/a 40% 43% 52% 26% 22% 29% 24% 22% 25% 18% 19% 31% 12% 15% 14% 7% 6% 10% 7% 6% 10% Key Differences (Choice 1) • Retired Canadians (31%), those who were born in Canada and homeowners (25% each) are more likely to prefer editorial content such as a story in a newspaper, on television or the radio. • Those who use Instagram, LinkedIn, Snapchat (12% each) and Twitter (11%) at least once per week are more likely to prefer mobile news apps. n=1560 Information shared on social media channels by a friend, family member or someone you know Editorial content such as a story in a newspaper, on TV or on radio Information shared by a company or organization on social media
  53. 53. CanTrust Index 2018 | Proof Inc. 53<#> Trust in Influencers & their attributes An ‘influencer’ is considered to be someone or an organization or group that is able to influence other people by sharing their views, opinions, reports or experiences through social media, blogs and / or traditional media.
  54. 54. CanTrust Index 2018 | Proof Inc. 54 Family members, friends and thought leaders are most trusted as influencers INF1. Rate your level of trust for the following potential ‘influencers’ based on how much they may influence you, your opinion and / or actions using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. . Select one response for each. Responses of <4% are not shown. n=1560 7- Trust a lot 1- Trust very little T3B 73% 58% 48% 48% 45% 43% 15% 14% 6% 4% 4% 3% 28% 21% 15% 14% 13% 12% 3% 31% 31% 30% 29% 28% 27% 11% 19% 23% 28% 31% 31% 29% 20% 6% 10% 12% 12% 12% 14% 20% 5% 6% 6% 7% 8% 19% 4% 3% 5% 6% 25% Friends/family members Industry thought leaders / professionals Professional services experts Regular people like me who I may or may not know Journalists Lifestyle experts Celebrities
  55. 55. CanTrust Index 2018 | Proof Inc. 55 Authority rules 19%9% 18% INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. Responses of <4% have been removed n=1560 10% 6% 3% 26% 20% 11% 8% 30% 33% 29% 22% 20% 26% 32% 33% 7% 9% 13% 17% 3% 7% 11% 5% 7% Authority Contextual relevance Engagement Reach 4% T3B 66% 59% 43% 31% 7- Trust a lot 1- Trust very little • As the graph below shows, Canadians are most likely to say that their level of trust is impacted by the influencer’s authority and the degree of contextual relevance offered. Trust is similar across regions.
  56. 56. CanTrust Index 2018 | Proof Inc. 56 Engagement and reach matter more to newcomers to Canada 9% 18% INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. 4% 67% 64% 53% 45% 22% 70% 58% 40% 30% 23% 65% 58% 41% 29% 25% Authority Contextual relevance Engagement Reach None of the above Factors Affecting Trust In Influencers – By Tenure in Canada (T3B) New Canadians - <15 years (n=210) New Canadians - 15+ years (n=143) Born in Canada (n=1207) Other Key Differences • Those with higher household incomes ($150K+) are more likely to trust in the authority (77%) and contextual relevance (72%) of influencers and their content. • Those with children are more likely to have higher trust in the influencer’s engagement (49%). • Daily users of LinkedIn and YouTube are more likely to put trust in the influencer’s engagement (53%) and 50% respectively) and reach (45% and 40% respectively). Those who use LinkedIn only once a week are more likely to trust their authority (74%) and contextual relevance (66%). Weekly Twitter users are also more likely to trust an influencer’s authority (72%).
  57. 57. CanTrust Index 2018 | Proof Inc. 57 Factors that increase trust in influencer content 9% 18% INF3. Which of the following variables might increase your likelihood to trust an influencer and their blog or content? 4% Other Key Differences • Those with higher household incomes (74% of $150K+) are more likely to have trust in an influencer who is considered an expert in his/her field. • Having content liked or shared by friends/family is more likely to be important to women 18 to 24 and those who have lower household incomes (34% <$60K). • The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women. n=1560 65% 52% 52% 43% 36% 29% 9% 4% 9% Theinfluencerisconsideredanexpertintheirfield Knowingtheinfluencerpersonally Theinfluencer’scontentisperceivedasauthentic/genuine Theinfluencerdisclosespayments/paidendorsements Sharingcommoninterests Myfriendsorfamilylikeand/orsharetheinfluencer’sblogorcontent Thenumberoffollowersaninfluencerhas–themorethebetter Theinfluencerhascelebritystatus Noneofthese Factors affecting trust in influencer content Total
  58. 58. CanTrust Index 2018 | Proof Inc. 58 Trust among women increases when content is shared or liked by others INF1. Which of the following variables might increase your likelihood to trust an influencer and their blog or content? *small base • The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women. • Older adults are more likely to gravitate to an influencer if s/he is considered to be an expert. TOTAL MALE FEMALE 18-24* 25-49 50+ Total 1560 761 799 89 840 631 Influencer is considered an expert 65% 63% 67% 62% 63% 68% Knowing the influencer personally 52% 52% 53% 52% 51% 55% The influencer’s content is perceived as authentic/genuine 52% 49% 55% 45% 51% 54% The influencer discloses payments/ paid endorsements 43% 42% 43% 42% 41% 45% Sharing common interests 36% 32% 39% 46% 36% 33% My friends or family like and / or share the influencer’s blog or content 29% 24% 33% 41% 29% 27% The number of followers an influencer has – the more the better 9% 9% 10% 17% 12% 4% The influencer has celebrity status 4% 4% 3% 6% 5% 2% None of these 9% 11% 7% 9% 10% 8% =significantly higher than average =significantly lower than average
  59. 59. CanTrust Index 2018 | Proof Inc. 59<#> Appendix: Profile of Respondents
  60. 60. CanTrust Index 2018 | Proof Inc. 60 Atlantic 7% Québec 23% Ontario 39% Manitoba / Saskatchewan 7% BC 13% Alberta 11% Vancouver Area: 8% Edmonton/Calgary: 9% GTA: 24% Montreal Area: 9% Profile of Respondents
  61. 61. CanTrust Index 2018 | Proof Inc. 61 Marital Status 25% Single, never married 63% Married/living common-law 9% Separated / divorced 3% Widowed 48% Men 52% Women 18 to 24 25 to 34 35 to 44 45 to 54 55+ 5% 23% 22% 20% 31% Age 66% 23% 7% Speak English Speak French Speak Chinese n=1560 57% 27% 12% 1% University or higher (incl. some) College/CEGEP (incl. some) Secondary School (incl. some) Grade School or less (incl. some) Education Profile of Respondents incl. Mandarin/Cantonese *note: all other languages 2% or less
  62. 62. CanTrust Index 2018 | Proof Inc. 62 65% employed 25% are retired; 3% are students 4% are unemployed 4% Manual labour Average HHI $82K (incl. Mandarin/Cantonese *note: all other languages 2% or less 66% 23% 7% Speak English Speak French Speak Chinese N=353 < 25K >$25K - <$60K >$60K - < $80K >$80K - < $100K > $100K 7% 25% 14% 12% 23% *note: Refused 18%, DK 1% 74% Born in Canada 26% Born elsewhere Sales / service / clerical 26% Professional / executive 43% Supervisory / managerial 13% 14% Skilled / technical labour Tenure in Canada 4% 11% 25% 22% 6% 33% Less than 2 years 2 to less than 5 years 5 to less than 10 years 10 to less than 15 years 15 to less than 20 years 20 years or more Note* Tenure in Canada only asked to people born outside Canada 53% are the primary shopper 41% shop with another Own 66% Rent or Lease 28% Neither (living at home with parents or with someone else) 6% Home Under 13 years of age 17% 13 to 17 years of age 9% None of the above 75% Profile of Respondents
  63. 63. CanTrust Index 2018 | Proof Inc. 63 DAILY (base: weekly users) DAILY (base: weekly users) WEEKLY (base: all Canadians) WEEKLY (base: all Canadians) WEEKLY (base: all Canadians) 2018 2017 2018 2017 2016 84% 85% 76% 75% 74% 53% 47% 64% 63% 64% 64% 62% 40% 37% 34% 45% 35% 30% 25% 30% 72% 66% 29% 24% 19% 64% 57% 24% 23% 24% 50% 37% 24% 24% 18% 59% 61% 12% 12% n/a None of the Above 19% 21% 7% 7% 8% =significantly higher than average =significantly lower than average Profile of Respondents * Note: Daily Facebook use among all Canadians is 64%.
  64. 64. CanTrust Index 2018 | Proof Inc. 64 Thank You Contact Vanessa Eaton veaton@getproof.com 416 969 2713

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