Social Trust Survey GfK Noblet Media CIS report 2011 Ukraine

SURVEY OF PROSPEROUS CONSUMERS’
TRUST IN UKRAINE

2
3. Incomes of population and prosperous consumers
Content
2. Key findings and recommendations
1. Objectives and methodology
4. Trust in public institutions
5. The companies’ reputation perception and the impact of trust on consumer behavior
6. Trust to channels and forms of communication
7. Socio-demographic characteristics of prosperous Ukrainians

3
Why investigate the trust?
 Successful business is based on trust worldwide. According to the data provided by Edelman Trust
Barometer, countries with the most rapidly developing economies (China, India, Brazil) are
characterized by the highest trust in business in particular and in public institutions in general.
 The general trend in 2011 - the fall of social trust on the background of deteriorating economic and
social well-being of prosperous consumers and population of Ukraine as a whole. The trust to the
public organizations as well as to the information decreased. In 2011 it becomes more difficult to
gain the trust of prosperous consumers.
 After a certain burst of optimism in 2010, in 2011 consumers returned to the caution and suspicion
typical for 2009. Reputational characteristics of the company are largely determined by consumer
behavior: 64% purchased products and services from companies they trust, 51% recommended them
to friends and colleagues, 50% refused to buy the product / service of companies they did not trust.
In 2011, consumers have become more responsive to negative information about companies: 69%
did not buy products of the company they do not trust, even if they were cheaper then analogues
(62% in 2010).

4
Why investigate prosperous consumers?
prosperous consumers :
 The most active consumers, make important decisions about major purchases / investments
 Usually well educated and informed, occupy managerial positions in companies / organizations
 Represent a reference group and are "opinion leaders" for the rest of the population as the most
active, informed and respected element of society.
IN FACT THEY DETERMINE ECONOMIC LIFE OF THE COUNTRY

5
Defining prosperous consumers
During the interviews Ukrainians are inclined to understate and disguise their real incomes, therefore we use the scale of
subjective evaluation of prosperity to define the living standards.
Forced to scrimp on food
Enough for food. To purchase clothes or footwear need to
save or borrow
Enough for food, necessary clothing and shoes. For such
purchases as a nice suit, a mobile phone, a vacuum cleaner
need to save or borrow
Enough for food, clothing, footwear and other purchases.
To buy expensive things (TV, fridge) need to save or
borrow
Enough for food, clothing, footwear , expensive purchases.
For such purchases as cars, apartments need to save or to
borrow
PROSPEROUS CONSUMERS
In the first half of 2011 - the share of
prosperous consumers in the total population
of large cities (more than 500 thousand
inhabitants) was 32%.
.
3%
29%
38%
18%
11%
What would you say about the financial situation in your
family?

6
The idea of survey was suggested by Edelman Trust Barometer. The study was conducted in
2009, 2010 and 2011 with the same methodology:
 Method: Computer-aided telephone interviews (CATI)
 Sample: 200 interviews with prosperous consumers aged
24-55 years, that bring the major or a significant part of income to the
family. Maximum statistical error for the criteria share of 50% with 95%
trust level is 6.9%.
 Geography of study: Kiev, Donetsk, Kharkiv, Odessa, Dnipropetrovsk, Lviv
 Poll time period: 1st wave of the survey: August 17-27, 2009
2nd wave of study: August 18 - September 3, 2010
3rd wave of study : August 15 - August 29, 2011
 Project managers: Maxim Zhumenko,
Researcher of Services Market Research Department
E-mail: maxym.zhumenko@gfk.com
Inna Volosevich,
Senior Researcher of Market Research Department
E-mail: inna.volosevych@gfk.com

7
Content

8
Key findings (1)
 In 2011 the share of prosperous consumers as well as their income, decreased. Such situation is
accompanied by reduction of social trust:
- To public institutions (business, government and public organizations);
- To different media and information as a whole. In 2011 only a quarter of prosperous Ukrainians are
ready to believe the secured information from one, even a reliable source (33% in 2010).
 Prosperous consumers have more trust in public organizations (32%), media (30%) and business
(28%) than in government (15%), and the balance of trust to all institutions is negative. In 2011 we
can see a statistically significant decrease in trust to the government.
 Youth of 24-34 years trusts more to all social institutions, than generations of 35-55 years. This gives
hope for the strengthening of social trust in the future.
 The majority believe that the government is creating favorable conditions for the big business, but
not for small and medium. Conditions for small and medium business are estimated in 2011 as
insufficient, and conditions for big business – as sufficient, even more often than in 2010.
 Among various industries, the most trusted are companies operating in the field of technology and
communication , the least trusted are insurance and medical companies. Significantly decreased the
trust to the industrial, construction and energy organizations (possible explanation: these industries
are often associated with the actions of government).
* Data from this survey is not comparable with data from Edelman Trust Barometer, but can be compared on the level of trends

9
Key findings (2)
 The negative balance of trust in public institutions, which is observed in Ukraine , is a rare
phenomenon in the world. According to data from Edelman Trust Barometer*: if a negative balance
of trust in government, business and media is typical for many countries, the negative balance of
trust to public institutions is typical for only one country out of 23 - Russia. The negative balance of
trust in public organizations in Ukraine may be explained by the relatively low level of trust to the
NGO in such areas as economic and democratic development as well as ecology, that are trusted by
less than a third part of respondents. Among the prosperous Ukrainians more popular are -
humanitarian NGOs: sporting, cultural, automotive, women, - as well as organizations in the field of
consumer protection.
 Among the international non-governmental organizations the most trusted is UNO, also the positive
balance of trust have the World Bank, IMF and EBRD, the least trusted is CIS.
 Among religious organizations, the positive balance of trust have only Ukrainian Orthodox Church
(Kiyv Patriarchate) and the Pope of Rome, a negative balance - the Ukrainian Orthodox Church
(Moscow Patriarchate), the patriarch Cyril and Ukrainian Greek Catholic Church.
*Data from this survey is not comparable with data from Edelman Trust Barometer, but can be compared on the level of trends

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Key findings (3)
 In 2011, against the background of general decline of trust, consumers become more responsive to
negative information about companies: 69% did not buy the products of company they do not trust,
even if they are cheaper than analogues (62% в 2010). In general, most prosperous consumers tend
to purchase products / services of companies they trust, and recommend them to others.
 The quality of products/services, jobs creation, law abidance, attitude to own employees and
environmental care are the most important factors of the company's reputation. However, most
prosperous consumers are skeptical to the general notion of "social responsibility" of Ukrainian
companies.
 Scientists, friends and professional community are the most reliable sources of information, while
celebrities and officials are the least trustworthy sources of information.
 The most popular sources of information about the companies and the products / services, apart
friends and "people just like me“, are the news on TV and internet sites. Specialized press is trusted
the most. The frequency of Internet use grows, the use of other media has a tendency to decrease.

11
Recommended strategies of communication with prosperous customers: what to say?
More effective messages:
 Care about quality - care more about prices;
 "Fair Play" at the market, compliance with laws;
 Environmental care;
 Employee care.
Less effective messages:
 Ukrainian company;
 International company, foreign managers;
 Innovative company;
 Industry leader;
 Socially responsible company.

12
Recommended strategies of communication with prosperous customers: how to speak?
 Considering the growth of information that reaches the consumer, and the reduce its credibility, it is
recommended to pay more attention not to mass, but to targeted advertising, oriented on opinion
leaders in particular areas, who will communicate the message to a less active part of the audience.
Attention and trust to the information received from friends / reference group, are significantly
higher than attention and trust to any media. This recommendation is especially relevant for the
promotion of new products and news.
 Opinion leaders are usually the most educated and wealthy people, and their media preferences may
differ significantly from the preferences of the general audience.
 For targeted advertising and new products promotion internet and press are more suitable than TV
and radio, that are oriented on a mass audience and are more suitable for brands mass loyalty
securing.

13
Recommended strategies of communication with prosperous customers: whose authority to be
supported by?
The positive balance / high confidence: The negative balance / low confidence:
International Organizations:
UNO, EU, World Bank, IMF, EBRD CIS
Religious Organizations:
UOC-KP, the Pope UOC MP, the Patriarch Kiril, UGCC
Public organizations, activities:
Sport, consumer protection, cultural
development, women's organizations
The trade unions, economic / regional
development
Business, sphere of activities:
Machinery and technology, communication
Insurance, medical and
energy companies, banks
People:
Scientists, analysts and independent
professional experts
Officials, celebrities, employees, doctors

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3. Доходы населения и обеспеченных потребителей
Content
2. Основные выводы и рекомендации
1. Цели и методология исследования
4. Доверие к общественным институтам
5. Восприятие репутации компаний и влияние доверия на потребительское поведение
6. Доверие к каналам и формам коммуникаций
7. Социо-демографические характеристики обеспеченных украинцев

15
Incomes of population and prosperous consumers.
Main results and findings.
 In 2010 we saw the rise of the welfare of Ukrainians after severe crisis of 2009. "A sigh of relief"
caused a rapid increase in economic optimism and consumer expectations, especially in the group of
prosperous Ukrainians. An important factor of optimism was also a change of president and the
government, that had at that time the high credibility of the voters. However, in 2011 the level of
welfare has decreased considerably because of higher prices for consumer goods and tariffs for
housing and communal services. That resulted in a decline in consumer confidence and social trust.
 In the overall structure of the population of large (more than 500 thousand inhabitants) cities, in the
first half of 2011, the share of wealthy consumers was 32% compared with 37% in 2010. Subjective
assessment of well-being has declined, even in comparison with the crisis of 2009 and reached the
level of 2004. Most strongly changed the proportion of extreme segments: the percentage of the
most prosperous has fallen from 7% to 3%, and the percentage of poor has increased from 5% to
11%, almost to the level of 2004. For comparison, in the crisis of 2009 the share of the most
prosperous was 6% of the population, and the poorest - 5%.
 Incomes of prosperous consumers surveyed in this study, also decreased: increased by 4% the share
of people declaring the level of family income below 4,000 UAH per month, the share of people with
income more than 7000 UAH per family fell from 39% to 28%. In this case, it should be noted that
the share of those who refused to give an answer to this question increased from 13% to 22%. This
may indirectly indicate the concealment of real income, also due to the decline of social trust.

16
In the post-crisis 2010 Ukrainians experienced a wave of consumer sentiment elevation, replaced
by a new decline in 2011
Consumer sentiment index / economic expectations index / current situation index
+
-
2009 2010 2011
Data: omnibus GfK Ukraine, cities with population over 500 thousand people. N=5000 per year in Ukraine (in cities 500 thousand and more + about 2600 per year).
2011'h1 - Data for the first half of 2011, the cities of 500 thousand and more N=1298.

17
Recommended strategies of communication with prosperous customers: how to speak?
 Considering the growth of people trust the most people from their reference groups (friends,
relatives, friends and colleagues, "the same as me"), the role of communication with "opinion
leaders" becomes more important. It is important for Company that wants to be successful to pay
special attention to work with "opinion leaders". Since the "opinion leaders" are the most responsive
to negative information, considerable resources should also be sent for the negative neutralization.
 For information distribution it is recommended to use Internet (news, forums, blogs, social networks,
their own website) and TV (news). In this case, the credibility of these sources is twice lower than of
the specialized business press, so it is recommended to fix messages by publications in professional
journals.
 prosperous Ukrainians best absorb information in a journalistic and analytical format with the
involvement of academic and professional expertise.

18
In 2011, the welfare of the population has fallen quite significantly. Most strongly changed the
proportion of extreme segments: the percentage of the most prosperous has fallen from 7% to
3% and the proportion of poor increased from 5% to 11%, almost to the level of 2004.
Что бы Вы могли сказать о финансовом
положении вашей семьи?
What would you say about the financial situation in your family?
Data: adjusting study of TV panel GfK Ukraine, cities with population over 500 thousand people. N=5000 per year in Ukraine (in cities 500 thousand and more +
about 2600 per year). 2011'h1 – Data for the first half of 2011, the cities of 500 thousand and more N=1298.
2004
2005
2006
2007
2008
2009
2010
2011'h1
2004
2005
2006
2007
2008
2009
2010
2011'h1
2004
2005
2006
2007
2008
2009
2010
2011'h1
2004
2005
2006
2007
2008
2009
2010
2011'h1
2004
2005
2006
2007
2008
2009
2010
2011'h1
Here and further circles denote statistically significant differences in probability level 80%: Blue - reduction, red – increased rate compared with the
previous year. Subgroups of respondents compared with total sample.

19
Income of respondents: in 2011 we can see some decrease in prosperous consumers incomes.
The average monthly household income according to
respondents’ words
Subjective assessment of income

20
Content

21
Trust to public institutions.
Main results and conclusions (1)
 According to data from Edelman Trust Barometer, in 2011 the world has seen a general increase of
confidence in all public institutions. In Ukraine there is an opposite tendency - the credibility of all
institutions is decreasing.
 It is interesting that almost identical trends in social trust we can see in Ukraine and in the United
States: confidence increase in 2010 and decrease in 2011. Common for U.S. and Ukrainine trend is
likely due to the similarity of economic and political events. In early 2010, in the United States and in
Ukraine, the improved economic situation superimposed on presidential elections, as a result to
power came politics, who enjoyed considerable support and associated with great hopes. In 2011,
the slowdown in economic growth and unpopular actions of the authorities (in Ukraine – unpopular
reforms and political persecution of opposition, in USA – growth of external debt and the threat of
default) provoked a new round of distrust to public institutions.
 In 2011, significantly reduced the credibility of authorities, we can also see a trend of trust reduction
to other institutions. Among public institutions, prosperous consumers trust more public
organizations (32%), media (30%) and business (28%), than power (15%). 35-55 years old
respondents trust less government and business. Among younger people do not trust business 36%,
among older people – 53%.

22
Trust to business.
 In conditions of declining trust to business in 2011, the support level of state control over the
business remains stable: 51% of surveyed in 2011. There has been an interesting trend: within the
group disagreed with tightening of state control over the business the share of those, who do not
trust business increased from 22% in 2009 to 34% in 2011. It means that people are aware of the
need for control the business, but do not entrust this function to the state. In economically
developed countries the function of control over business and state belongs to NGOs and media, in
Ukraine this function is limited due to the low level of trust to NGOs and media. Some control is
made by consumers rights protection organizations that have one of the highest ratings of
confidence among NGOs.
 60% of respondents believe that the government creates favorable conditions for large businesses
(51% in 2010), 20% - for medium and 15% - for small. This means that prosperous citizens of
Ukraine got a stronger belief in 2011 that the government supports big business to the detriment of
small and medium.
 The belief that government acts in favor of large corporations may have caused the decline of
confidence in the industry, which concentrates a large share of big business - industry, energy,
construction and technology fields. In general, the most trusted companies are in the field of
technology and communication, less - insurance and healthcare companies. The credibility of the
companies working in the field of technology and communication, and distrust to insurance and
financial services companies is typical for most of the countries surveyed by Edelman Trust
Barometer, whereas distrust to medical and pharmaceutical companies is unique enough for Ukraine.

23
Trust to NGOs.
 prosperous Ukrainians trust more public organizations than business and government (32%, 28%
and 15% respectively). UN has lost some level of trust of wealthy Ukrainians, being nearly equal to
the level of trust to European Union. Confidence in the UN might be falling due to insufficiently
active and effective participation in the events of spring 2011 in North Africa, where there have been
some revolutionary changes of political regimes. UN, EU, World Bank, IMF, EBRD have a positive
balance of trust and the CIS - negative.
 Among religious organizations, the UOC-KP and the Pope have a positive balance of trust and the
UOC MP, the patriarch of Constantinople and Moscow and UGCC - negative.
 Within general trend of falling confidence in the NGOs, the share of people who do not trust any of
NGOs, has decreased from 13% to 9%. They trust the most organizations working in the field of
sports, consumer protection and culture, and the least - organizations working in the field of
democratic and economic development and trade unions. We can conclude that the Ukrainians feel
the least activity of NGOs in economics and human rights. As for the trade unions, in addition to the
fact that most workers do not feel any support from them, we can assume that the older generation
nostalgic for the Soviet trade unions, mass providing vouchers and other benefits.

24
prosperous consumers trust more public organizations (32%), media (30%) and business (28%)
than power (15%). In 2011, there is a general trend of confidence decrease in all institutions.
Q1, 2, 6. How much do you trust public authorities / How much you trust business/ How much you trust NGOs/media do what they
believe is correct? [9-point scale, where 1-4 represents distrust, 5 - neutral attitude, 6-9 - trust]

25
Respondents of 35-55 years trust less power and business. And if among young people do not
trust business 36%, among the older age group more than half - 53%
Q1. How much do you trust public authorities to do what they
think is correct?
Q2. How much do you trust business to do what he believes
is correct?

26
In conditions of declining trust in business in 2011, the level of support of business government
control has remained stable: 51% in 2011
Q4. Tell me, do you agree or disagree with the opinion that the
government should exercise greater control over the business
in all industries?
Q2. To what extent do you trust business to do what he
believes is correct?

27
Conditions for big business have improved over the year, for medium – became worse, so
prosperous citizens fortified in the belief that the government supports big business to the
detriment of small and medium.
Q5. Do you think government's efforts to create an enabling environment for small businesses are sufficient ? And for the activities
of medium-sized businesses? And for the activities of big business?
26
4
7
3
4
25
25
16
15
12
13
21
20
43
44
38
34
9
19
33
29
47
46
352011
2010
2011
2010
2011
2010
Fully enough Likely enough Likely insufficient Not enough
Big business
Medium business
Small business

28
59
53 51
45
42 44 43
34 36
21
24
29
26
21
65
60
47
43 44
41 40
37
34
31 29 28
23
20
57
54
46
44
37 36
47
28
31 31
22
27
21 22
0
20
40
60
80
100
Engineeringand
Technology
Communications
Agriculture
Retailtrade
Industrial
manufacturing
Productionof
consumergoods
Entertainment
andshow
business
Construction
Mediaand
business
Banks
Energy,Oiland
Gas
Pharmaceutics
Medicine
Insurance
companies
2009 2010 2011
Trust in industry (6-9)
Most areas that have experienced rush of confidence in 2010, in 2011 returned to the level of
2009, or dropped in the eyes of citizens even lower. Decreased confidence in the technical,
industrial, construction and power sectors.
Q3. How much you trust business in each of the branches to act as they thinks it is correct? [9-point scale where "1" means - do not
trust at all, and "9" - completely trust]

29
UN has lost some level of trust of wealthy Ukrainians, being nearly equal to the level of trust to
European Union. World Bank and IMF improved their position. UOC-KP is trusted the most among
religious organizations.
Q7. I will read the list of international organizations. Please, tell
me if you trust their opinion or not?
Q8. I will read a list of religious organizations and leaders.
Please, tell me if you trust their opinion or not?
UN
EU
EBRD
World Bank
IMF
CIS
Constantinople
Patriarch
Bartholomew.
UOC-KP
Pope Benedict XVI
UOC MP
Patriarch of
Moscow
Cyril
UGCC

30
51
44
43
42
40
37
37
35
31
27
27
24
22
9
4
45
50
43
42
36
35
31
40
35
23
30
21
24
13
7
Sport
Consumer protection
Cultural development
Car organizations
Women's organizations
Organization in the social sphere
Charitable organizations
Health care organizations
Ecology and environment
Business associations and organizations
Democratic development, human rights
Economic development, regional development
Trade unions
I do not trust any public organizations
I trust all categories of organizations
2011
2010
Prosperous consumers have the most trust in sport organizations, consumer protection and
culture, and the least - trade unions. We can assume that trade unions in Ukraine are perceived
more as a relic of the Soviet era.
Q9. Now I will read a list of various categories of non-governmental organizations working in Ukraine, and you name those whom
you trust?

31
Content

32
Perception of the companies’ reputation and the impact of trust on consumer behavior. Main
results and conclusions.
 In 2011, in conditions of general decline of trust, consumers have became more responsive to
negative information about the companies: 69% did not buy products of company the did not trust,
even if they were cheaper than analogues (62% in 2010). At the same time, falling incomes led to
decline in the share of those who paid more for products of trusted companies, instead of cheaper
analogues (from 40% to 31% in 2011). 64% purchased products and services from companies they
trust, 51% recommended them to friends and colleagues, 50% refused to buy the product / service
of companies they did not trust, 44% criticized such companies. Despite the fact that almost all
respondents use the Internet, only 10% of them were leaving feedback on relevant sites.
 Quality of products / services, job creation and law-abiding are the most important factors a
company's reputation. At the same time during the year decreased the importance of company’s
owner reputation (from 73% in 2010 to 65% in 2011), as well as the presence of foreign managers.
 During the year significantly increased the share of people who do not believe in social responsibility
of Ukrainian companies from 22% to 34. Care of employees - the most important factor in corporate
social responsibility, philanthropy - the least important.

33
On the general background of falling confidence in public institutions, has resumed a trend
of trust value growth in consumer behavior.
Refused to use products
and services of the company
Criticized its products in a
conversation with friends or
colleagues
Did not buy products of that
company, even if they were
cheaper than analogues
Left negative comments
about companies in the
Internet
Q20. During the past 12 months, did you implement any of the following actions against the company that you trust? Q21. During
the past 12 months, did you implement any of the following measures against the company that you do not trust?
2011
2010
2009
2011
2010
2009
2011
2010
2009
2011
2010
2009
distrust trust
Purchased products and services of
this company
Recommended products and
services of this company to friends
or colleagues
Paid more for products of that
company, even if he knew that a
similar product of another company
would be cheaper
Left a positive feedback in the
Internet

34
The quality of products / services, job creation and law abidance are the most important
factors of the company's reputation. At the same time during the year decreased the
importance of company’s owner reputation, as well as the presence of foreign managers.
Q18. How important to you is each of the following factors of company's reputation? 9-point scale where "1" means - not
important, and "9" - is very important ["important" was considered an alternative to 6-9]

35
Employees care - the most important factor in corporate social responsibility, charity- the least
important.
Q19. And now evaluate the importance of various factors of Corporate Social Responsibility ["Important" were considered
alternatives to 9-6]
92
87
86
83
76
74
87
86
87
87
85
80
The company treats its employees well
The company modifies its products or changes manufacturing
process to reduce the negative impact on the environment
The company fairly runs its business, keeps to the standards
of fair play
The company takes care of the territory where it is located
The company finances socially significant projects
The company is engaged in charity
2011 2010

36
During the year significantly increased the share of people who do not believe in social
responsibility of Ukrainian companies from 22% to 34%.
Q20. In general, what is your attitude to socially responsible companies?

37
Content

38
Confidence in the channels and forms of communication.
 The overall trend of social trust decline is also reflected in the information confidence. In 2011 the
share of people willing to believe information from a trusted source has dropped to 25% (33% in
2010), 44% are ready to believe the information heard / read 2-3 times, others need 4 or more
confirmations.
 The most common source of information about companies and their products are the opinions of
reference groups (friends, relatives, acquaintances, "such as you"), as well as television and Internet
news. In addition, information from friends and acquaintances has the highest level of confidence,
which further updates the importance of communication activities aimed at winning confidence of
reference groups. Friends, scientists and professional community are trusted the most, and officials,
celebrities, employees of the companies, doctors are the least reliable sources of information.
 Internet continues to be the main distribution channel for business news, frequency of Internet use
for business news is increasing, the frequency of use of other media has a tendency to fall. In
general, the frequency of Internet usage is growing. At the same time, consumers’ incomes growth
is accompanied by internet usage increase. Men use Internet more frequently than women.

39
Confidence in the channels and forms of communication.
 News are usually discussed at work and at home, by men – more often at work and with friends, by
women – more often in family. Older people often discuss news with colleagues and family, youth
communicates more with friends.
 Half of the respondents discuss news with 3 - 5 people. 20% of respondents, who discuss news with
5 or more persons, may be classified as opinion leaders who are the most responsive to information
about companies.

40
The trend of information credibility reduce continued in 2011: share of people willing to believe
one source of information has dropped to 25%.
Q17. Thinking about everything you see or hear about companies every day (whether positive or negative information), how many
times you need to hear anything about a specific company to find this information accurate?

41
Friends, scientists and professional community are most reliable , and officials and celebrities, the
most unreliable sources of information
Q14. If you hear information about the company from each of these people, how would you rate her credibility? [Variants
"absolutely reliable" and "very reliable"]

42
The most common source of information about companies and their products are the opinions of
reference groups (friends, relatives, acquaintances, "such as you"), as well as television and
Internet news.
Q11. What sources of information you use the most often to get news about companies and their products?

43
information from friends and acquaintances has the highest level of confidence, which further
updates the importance of communication activities aimed at winning confidence of reference
groups.
Q10. Please rate the reliability of each of the following sources of news about companies and their products.[Variants "absolutely
reliable" and "very reliable"]
Traditional
Corporate
Private
Digital

44
Internet continues to be the main distribution channel for business news, frequency of Internet
use for business news is increasing, the frequency of use of other media has a tendency to fall.
Q12. How often do you watch, read or listen business news on ...?
Internet
Television
Radio
Media

45
In general, the frequency of Internet usage is growing. At the same time, consumers’ incomes
growth is accompanied by internet usage increase. Men use Internet more frequently than
women.
Q13. Tell me, how often do you personally use the Internet (does not matter, at home or elsewhere)?
57
70
75
82
71
56
78 80
23
17
15
10
18
21
17 12
5
6
3
4
2
5
2 212
5 6 2
9
18
2 5
2009 2010 2011 Male Female Up to 4000
UAH.
4001-7000
UAH.
More than
7000 UAH.
Once a day, and more Once a week and more Once a month and more Less than once a month never

46
40 41 41 38
43
37
43
52
44 42
36 33 33
28
37
29
35
29
36
30
23 22 25
32
19
31
22 17 18
28
2 23 3 3 2
0
20
40
60
80
100
2009 2010 2011 Male Female 24-34
years
35-55
years
Up to
4000
UAH.
4001-
7000
UAH.
More
than
7000
UAH.With colegues at work
At home with family
With friends
Leave comments on online forums
Forward links to the news - by e-mail, icq, etc.
The news is usually discussed at work and with the family, whereas men would
rather discuss it at work, while women – with the family. Older people often discuss news
with colleagues and family, youth communicates more with friends.
Q16. With whom do you usually discuss the news?

47
Half of the respondents discuss news with 3 - 5 people. 20% of respondents, who discuss news
with 5 or more persons, may be classified as opinion leaders.
Q15. When you learn about the news you are interested in, with how many people do you discuss them?
Opinion leaders,
20%

48
Opinion leaders are the most responsive to information about companies.
Q20. Have you committed any of the below listed actions towards the company you trust over the last 12
months? Q21. Have you committed any of the below listed actions towards the company you do not trust over
the last 12 months?
Refused to use products
and services of the company
Criticized its products in a
colleagues
Did not buy products of that
company, even if they were
cheaper than analogues
Left negative comments
about companies in the
Internet
Bought products and services of the
company
Recommended its products in a
colleagues
Paid more for products of that
company, even if he knew that a
similar product of another company
would be cheaper
Left positive comments about
companies in the Internet
distrust trust
Opinion
leaders
Others
Opinion
leaders
Others
Opinion
Leaders
Others
Opinion
leaders
others

49
Content
7. Social and demographic characteristics of prosperous Ukrainian

51
Education and employment status
Employment statusEducation

Social Trust Survey GfK Noblet Media CIS report 2011 Ukraine

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