2016 Edelman Trust Barometer - Technology Results

Technology Sector Trends

2016 Edelman Trust Barometer

Informed Public

‣ 8 years in 20+ markets

‣ Represents 15% of total global population

‣ 500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

‣ Ages 25-64

‣ College educated

‣ In top 25% of household income per age group in each country

‣ Report significant media consumption and engagement in business news

General Online Population

‣ 5 years in 25+ markets

‣ Ages 18+

‣ 1,150 respondents per country

Methodology

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-

specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),

Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

‣ 16 years of data

‣ 33,000+ respondents total

‣ All fieldwork was conducted between October 13th and November 16th, 2015

Online Survey in 28 Countries

Mass Population

‣ All population not including Informed Public

‣ Represents 85% of total global population

2

Trust in Retrospect

3

Rising Influence

of NGOs

2001

Business Must

Partner with

Government to

Regain Trust

2009

Fall of the

Celebrity CEO

2002

Earned Media

More Credible

Than Advertising

2003

U.S. Companies

in Europe Suffer

Trust Discount

2004

Trust Shifts from

“Authorities” to

Peers

2005

“A Person Like

Me” Emerges as

Credible

Spokesperson

2006

Business More

Trusted Than

Government

and Media

2007

Young Influencers

Have More Trust

in Business

2008

Trust is Now an

Essential Line

of Business

2010

Rise of

Authority

Figures

2011

Fall of

Government

2012

Crisis of

Leadership

2013

Business to

Lead the Debate

for Change

2014

Trust is

Essential to

Innovation

2015

Growing

Inequality

of Trust

2016

5148

4541

55 53

4742

6357

5148

6763

5751

Trust Rising

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right

using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public

and General Population, 27-country global total.

4

Percent trust in the four institutions of

government, business, media and NGOs, 2015 vs. 2016

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General

Population

2015 2016

+4 +5 +2 +1

60

6465

63

66

50

5354

51

55

46

48

45

48

51

38

41

39

4243

2012 2013 2014 2015 2016

54

58 5856

62

47

5049 49

53

2012 2013 2014 2015 2016


using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public

and General Population, 25-country global total.

5

Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

53

57

53

51

56

46

4948

46

49

NGOs

Government

Media

Business

Post-Recession Highs

Informed

Public

General

Population

Industry 2012 2013 2014 2015 2016

5 yr.

Trend

Technology 76% 73% 75% 73% 74% 2

Food & Beverage 63% 63% 64% 63% 64% 1

Consumer Packaged Goods 57% 60% 61% 60% 61% 4

Telecommunications 58% 60% 61% 59% 60% 2

Automotive 62% 65% 69% 66% 60% 2

Energy 53% 57% 57% 56% 58% 5

Pharmaceutical 54% 54% 55% 54% 53% 1

Financial Services 43% 47% 48% 48% 51% 840%

45%

50%

55%

60%

65%

70%

75%

Technology Dominates Among Industry Sectors

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where

one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as

subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.

Trust in each industry sector, 2012-2016

2012 2013 2014 2015 2016

General

Population

6

State of TrustTechnology Sector

78 Global 80 Global

Technology Trust:

Trust Increases

Trust in the Technology Sector,

Informed Public, 2015 vs. 2016

2015 2016

Informed Public

trust up 2 points

Trusters

Neutrals

Distrusters

8

Source: 2016 Edelman Trust

Barometer Q45-429. Please indicate

how much you trust businesses in

each of the following industries to do

what is right. Again, please use the

same 9-point scale where one means

that you “do not trust them at all” and

nine means that you “trust them a

great deal”. (Top 4 Box, Trust)

Informed Public, 27-country global

total.

95 China

94 India

93 Mexico

92 Colombia

88 Brazil

88 UAE

87 Indonesia

87 Malaysia

87 S. Africa

83 U.S.

81 Argentina

81 Australia

81 France

81 Italy

81 Netherlands

81 Singapore

77 Turkey

77 U.K.

76 Spain

75 Canada

73 Hong Kong

73 S. Korea

69 Germany

69 Poland

69 Sweden

67 Ireland

67 Russia

63 Japan

91 India

90 China

90 Indonesia

89 UAE

86 Brazil

86 Malaysia

84 Mexico

84 S. Africa

83 Netherlands

82 Singapore

77 Italy

76 Russia

75 Hong Kong

75 U.K.

75 U.S.

74 Argentina

74 Australia

74 Canada

73 Spain

72 Turkey

72 S. Korea

68 France

68 Ireland

67 Japan

66 Germany

66 Poland

66 Sweden

90 China

90 Mexico

88 India

86 Colombia

85 UAE

84 Indonesia

83 Brazil

81 Malaysia

79 Argentina

78 Italy

78 S. Africa

77 Netherlands

76 Singapore

73 U.S.

72 Australia

72 Canada

72 Spain

71 France

71 Turkey

69 Hong Kong

69 S. Korea

69 U.K.

67 Ireland

66 Poland

65 Russia

63 Germany

62 Japan

60 Sweden

95 China

94 India

93 Mexico

92 Colombia

88 Brazil

88 UAE

87 Indonesia

87 Malaysia

87 S. Africa

83 U.S.

81 Argentina

81 Australia

81 France

81 Italy

81 Netherlands

81 Singapore

77 Turkey

77 U.K.

76 Spain

75 Canada

73 Hong Kong

73 S. Korea

69 Germany

69 Poland

69 Sweden

67 Ireland

67 Russia

63 Japan

Trust in Technology Sector,

Informed Public vs.

General Population, 2016

All 28 countries are

trusters among both

the Informed Public

and General

Population

InformedPublic

GeneralPopulation

81 Global 75 Global

9

Trusters

Neutrals

Distrusters










Informed Public and General

Population, 28-country global total.

Technology Trust:

Informed Public More Trusting

59 Sweden

90 Mexico

88 China

86 Colombia

86 India

85 Indonesia

84 UAE

82 Brazil

80 Malaysia

79 Argentina

78 Italy

78 S. Africa

77 Netherlands

75 Singapore

71 Australia

71 Canada

71 Spain

71 U.S.

70 France

70 Turkey

68 Hong Kong

68 S. Korea

68 U.K.

67 Ireland

66 Poland

65 Russia

62 Germany

61 Japan

Trust in Technology Sector,

Informed Public vs. General

Population vs. Mass Population

For the mass

population,

27 of 28 countries

are trusters

GeneralPopulation

MassPopulation

75 Global 74 Global

InformedPublic

81 Global

10

Trusters

Neutrals

Distrusters










Informed Public, General Population,

and Mass Population, 28-country

global total.

Technology Trust:

Mass Population Least Trusting 90 China

90 Mexico

88 India

86 Colombia

85 UAE

84 Indonesia

83 Brazil

81 Malaysia

79 Argentina

78 Italy

78 S. Africa

77 Netherlands

76 Singapore

73 U.S.

72 Australia

72 Canada

72 Spain

71 France

71 Turkey

69 Hong Kong

69 S. Korea

69 U.K.

67 Ireland

66 Poland

65 Russia

63 Germany

62 Japan

60 Sweden

95 China

94 India

93 Mexico

92 Colombia

88 Brazil

88 UAE

87 Indonesia

87 Malaysia

87 S. Africa

83 U.S.

81 Argentina

81 Australia

81 France

81 Italy

81 Netherlands

81 Singapore

77 Turkey

77 U.K.

76 Spain

75 Canada

73 Hong Kong

73 S. Korea

69 Germany

69 Poland

69 Sweden

67 Ireland

67 Russia

63 Japan


using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429.

Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means

that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global

total.11

Percent trust in business vs trust in Technology, 2012 to 2016Informed

Public

Mass

Population

6pt

Gap

9pt

Gap

Trust in Business Trust in Technology

11pt

Gap

5pt

Gap

Technology: A Widening Trust Gap

80

7779

7779

75

7274

72 73

2012 2013 2014 2015 2016

54

58 5856

62

45

49 48 47

51

2012 2013 2014 2015 2016

50%

Trust in Technology

12

Percent trust in technology sector,

2015 vs. 2016

Increased or equal trust in business in 18 countries

General

Population

2015 2016

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,

please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust)

General Population, 27-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

7371

84 84 8481

7477

7371

63 65 6467

6562 61

56

73

65

8986

8380

7773 75

72

63

7471

90 9085 83

79 78 77

72 72 71 7169 67 66

6360

73

65

8884

8178 76

72 69 69

62

Glo

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l 2

7

GD

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Me

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E

Bra

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Arg

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a

Ita

ly

Ne

the

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nd

s

Au

str

alia

Sp

ain

Fra

nce

Turk

ey

S. K

ore

a

Ire

land

Po

land

Ge

rma

ny

Sw

ede

n

U.S

.

Ru

ssia

India

Indo

ne

sia

Ma

laysia

S. A

fric

a

Sin

ga

po

re

Ca

na

da

Ho

ng

Ko

ng

U.K

.

Ja

pa

n

Protects consumer data 86 67 19

Ensures quality control 85 74 11

Keeps me and my family safe 81 66 15

Is transparent in reporting progress on company’s social responsibilities 80 62 18

Makes my life easier 80 79 1

Embraces sustainable business practices 80 66 14

Has leadership that effectively represents the interests of all stakeholders 79 65 14

Supports local charities and good causes 75 60 15

Develops intellectual property 74 73 1

Makes me feel connected to something bigger 70 66 4

Importance vs. performance of behavior in building trust in a company

%

Performance

%

Importance Gap

General

Population

13


Barometer. Q335-440 How important is

each of the following behaviors to

building your TRUST in a company?

Use a 9-point scale where one means

that behavior is “not at all important to

building your trust” and nine means it is

“extremely important to building your

trust” in a company. (Top 4 Box,

Importance) Q348A-J How well do you

think the technology industry is

performing on the behaviors listed

below. Use a 9-point scale where one

means they are “performing extremely

poorly” and nine means they are

“performing extremely well”. (Top 4 Box,

Performing) General Population, 28-

country global total.

Trust-Building Behaviors:

Concerns around Data, Quality and Security for Tech

Trust-Building Behaviors:

Room for Improvement in Tech

Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where

one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust)

General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed

below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28-


14

Gap in importance of behaviors in building trust vs. percent who

agree each industry is performing well against these behaviors

General

Population

TechnologyHealth

Care

Food &

Beverage

Financial

ServicesEnergy

Protects consumer data 19 18 23 21 24

Ensures quality control 11 19 16 23 23

Keeps me and my family safe 15 15 21 23 20

Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26

Makes my life easier 1 15 11 16 12

Embraces sustainable business practices 14 22 18 21 22

Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25

Supports local charities and good causes 15 19 17 20 22

Develops intellectual property 1 13 14 18 17

Makes me feel connected to something bigger 4 17 17 17 19

AVERAGE GAP 11 18 18 21 21

Trust and the CEOTechnology Sector

More Than Half Do Not Trust Tech CEOsPercent who trust CEOs to do what is right, technology sector

16

General

Population

50%

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the technology industry to do what is right. Please use the 9-point

scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country

global total.

6158

34

4445 45 46 48 49 49 50 53 53 54

57 57 58 59 61

6568 69 71

7578 78 79 83

87

93

Glo

ba

l

GD

P 5

Sw

ede

n

Ru

ssia

Ja

pa

n

Neth

erla

nds

Fra

nce

U.K

.

Germ

any

Spa

in

Austr

alia

Cana

da

Pola

nd

S. K

ore

a

Ire

land

U.S

.

Italy

Tu

rkey

Hong

Kon

g

S. A

fric

a

Arg

en

tin

a

Ma

laysia

Sin

ga

po

re

Colo

mb

ia

Bra

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UA

E

Ind

one

sia

Me

xic

o

Ind

ia

Ch

ina

In 16 of 28 countries, the general population do not trust technology

CEOs to do what is right

Tech CEOs Less Trusted Than Tech Industry

17

Percent trust in the sector vs. trust in CEOs in the sectorSector Trust Trust in CEOs

in this Sector

Technology Food & Beverage Health Financial Services Energy

General

Population

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the

9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q45-429. Please indicate

how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not

trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.

61%

54%51%

48%46%

75%

63%61%

52%57%

Tech CEOs Least Trusted in Europe, North America

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the

9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-


18

Percent who trust CEOs in each industry

Financial ServicesHealth EnergyTechnology Food & Beverage

Global

North America

Latin America

European Union

APAC

General

Population

61%

54%51%

48%46%

57%

52%

46% 47% 48%

76%

66%

57%61%

50%49%46%

37%

32%

37%

67%

58%

64%

58%56%

Trust In-DepthTechnology Sector

75%

51%

57%

43%

50%47%

81%

63%67%

51%

61%56%

Tech Industry Sub-Sectors Less Trusted than Industry

20

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q63E-68E. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population and Informed Public, 28-country global total and regions, question asked of one-fifth the sample.

Cloud Storage Cybercurrency /

Bitcoin TechnologyInternet of Things Virtual / Augmented /

Mixed Reality

Autonomous /

Self-Driving Vehicles

Percent trust in various industry sub-sectors,

General Population vs Informed Public

Tech Industry

General

Population

Informed

Public

51%

57%

43%

50%47%

50%

55%

35%

47%

36%

64%67%

62%

68%

58%

42%47%

33%

40%36%

56%61%

46%

53%56%

Industry Sub-sectors:

Most Tech Sub-Sectors Distrusted in Europe, North America

Source: 2016 Edelman Trust Barometer Q63E-68E. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population, 28-country global total and regions, question asked of one-fifth the sample. 21

Percent trust in various industry sub-sectors, global and

regional

Global

North America

Latin America

European Union

APAC

General

Population

Cloud Storage Cybercurrency /

Bitcoin TechnologyInternet of Things Virtual / Augmented /

Mixed Reality

Autonomous /

Self-Driving Vehicles

50%

60%

48%52%

57%

62%

71%

59%

64%68%

Industry Sub-Sectors:

Sharing Economy Still Building Trust Among General Population

22

Source: 2016 Edelman Trust Barometer Q430-434. You may be familiar with the term “sharing economy” -- where companies are providing services in new ways, often by connecting consumers with each other, often via a mobile app or web site. Please indicate how much you trust “sharing economy” businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population and Informed Public, 28-country global total, question asked of half the sample.

General

Population

Crowdfunding On-demand

Transportation

Services

Luxury Clothes /

Accessories Sharing

Short-term Rental

Services

Task-Sharing

Platforms

Percent trust in various industry sub-sectors,

General Population vs Informed PublicInformed

Public

50%

60%

48%52%

57%54%58%

50% 50%

57%54%

69%

55%

61%64%

46%

52%

40%

46%

52%55%

64%

54% 56%60%

23

Global

North America

Latin America

European Union

APAC

General

PopulationIndustry Sub-Sectors:

Sharing Economy Trust Levels Fairly Even Across RegionsPercent trust in various industry sub-sectors, global and regional

Crowdfunding On-demand

Transportation

Services

Luxury Clothes /

Accessories Sharing

Short-term Rental

Services

Task-Sharing

Platforms

Source: 2016 Edelman Trust Barometer Q430-434. You may be familiar with the term “sharing economy” -- where companies are providing services in new ways, often by connecting consumers with each other, often via a mobile app or web site. Please indicate how much you trust “sharing economy” businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population, 28-country global total and regions, question asked of half the sample.

EmployeeAdvocacy

Leadership in a Divided World:

Technology Sector

78%73% 71%

80%

74%69%

60% 60%

69%

62%

1 in 5 Tech Workers Do Not Trust Their Own Employer

25

Percent trust among those employed in the sector, comparing trust in their own

employers to percent trust in other companies in the sectorTrust Others

in SectorTrust in

Employer


General

Population

Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust

each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box,

Trust) General Population, 28-country global total, question was asked of half the sample.

61%

52% 51%

62%60%

53%

40% 41%

52% 52%

Engagement in Societal Issues Trails

Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the

core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the

sample.

26

Percent who say their company and their CEO are engaged in societal issues,

by industry sectorCEO

engagedCompany

engaged


General

Population

Employees of tech

companies NOT

engaged in societal

issues

Employees of tech

companies engaged

in societal issues

Employee Advocacy in Tech Sector

Increases With Societal Issue Engagement

Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through

programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following

statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General

Population, 28-country global total, question was asked of half the sample. 27

Percent who agree with each statement, comparing those who

work at companies involved in addressing broader societal issues

vs. those who do not, technology sector

69

66

69

64

70

73

79

Stay working for the company

Confidence in the future of the company

Motivated to perform

Recommend company as an employer

Committed to achieving our strategy

Recommend products and services to others

Do the best possible job for the customer

Impact of

Company

Engagement

12

17

20

25

19

22

17

91

90

90

89

88

88

86

General

Population

Level of Employee Advocacy/Commitment

State of TrustTelecommunications Sector

63 Global 65 Global

91 India

84 China

82 Indonesia

82 Mexico

76 Colombia

76 Singapore

75 UAE

75 U.S.

73 Malaysia

68 Italy

65 Australia

63 Brazil

62 France

62 Hong Kong

62 U.K.

61 Russia

89 Indonesia

88 UAE

87 India

81 China

77 Malaysia

74 Mexico

70 Singapore

65 Hong Kong

63 U.S.

62 Italy

61 Brazil

61 Russia

61 S. Africa

60 Netherlands

44 Argentina

44 Poland

44 Sweden

49 Turkey

47 Germany

47 Poland

46 Ireland

43 Argentina

41 Sweden

59 Netherlands

59 Spain

59 Turkey

57 S. Africa

57 S. Korea

54 Germany

53 Canada

52 Ireland

51 Japan

59 Spain

57 France

57 U.K.

56 Australia

54 Canada

54 Japan

50 S. Korea

Telecommunications Trust:

Trust Levels Rise

Trust in the Telecommunications Sector,

Informed Public, 2015 vs. 2016

2015 2016

Informed Public

trust up 2 points

Trusters from 52% in

2015 to 57% in 2016

Distrusters from 22%

in 2015 to 11% in 2016

Trusters

Neutrals

Distrusters

29










Informed Public, 27-country global

total.

44 Argentina

44 Poland

44 Sweden

49 Argentina

49 Ireland

49 Poland

48 S. Korea

40 Sweden

81 India

80 Indonesia

76 China

76 UAE

75 Mexico

71 Malaysia

71 Singapore

70 Colombia

62 U.S.

61 Russia

60 Italy

91 India

84 China

82 Indonesia

82 Mexico

76 Colombia

76 Singapore

75 UAE

75 U.S.

73 Malaysia

68 Italy

65 Australia

63 Brazil

62 France

62 Hong Kong

62 U.K.

61 Russia

58 Canada

58 Hong Kong

57 Brazil

57 Netherlands

56 France

55 Australia

55 S. Africa

55 Turkey

53 Spain

52 Japan

52 U.K.

50 Germany

59 Netherlands

59 Spain

59 Turkey

57 S. Africa

57 S. Korea

54 Germany

53 Canada

52 Ireland

51 Japan

Trust in Telecommunications,

Informed Public vs.

General Population, 2016

18% of countries are

distrusters among the

General Population

InformedPublic

GeneralPopulation

65 Global 60 Global

30

Trusters

Neutrals

Distrusters










Informed Public and General

Population, 28-country global total.


Higher Trust Among Informed Public

59 Canada

58 Italy

57 Hong Kong

57 Netherlands

55 Brazil

55 France

54 S. Africa

54 Turkey

53 Australia

53 Japan

52 Spain

50 Argentina

50 Germany

50 Poland

50 U.K.

49 Ireland

45 S. Korea

40 Sweden

81 Indonesia

79 India

76 UAE

75 China

73 Mexico

71 Malaysia

70 Colombia

69 Singapore

61 Russia

60 U.S.

Trust in Telecommunications,

Informed Public vs. General

Population vs. Mass Population

For the mass

population,

15 of 28 countries

are neutral

GeneralPopulation

MassPopulation

60 Global 59 Global

InformedPublic

65 Global For the mass

population, trust in

Telecommunications

sector falls into neutral

territory

31

Trusters

Neutrals

Distrusters










Informed Public, General Population,

and Mass Population, 28-country

global total.


Mass Population is More Neutral

44 Argentina

44 Poland

44 Sweden

91 India

84 China

82 Indonesia

82 Mexico

76 Colombia

76 Singapore

75 UAE

75 U.S.

73 Malaysia

68 Italy

65 Australia

63 Brazil

62 France

62 Hong Kong

62 U.K.

61 Russia

59 Netherlands

59 Spain

59 Turkey

57 S. Africa

57 S. Korea

54 Germany

53 Canada

52 Ireland

51 Japan49 Argentina

49 Ireland

49 Poland

48 S. Korea

40 Sweden

81 India

80 Indonesia

76 China

76 UAE

75 Mexico

71 Malaysia

71 Singapore

70 Colombia

62 U.S.

61 Russia

60 Italy

58 Canada

58 Hong Kong

57 Brazil

57 Netherlands

56 France

55 Australia

55 S. Africa

55 Turkey

53 Spain

52 Japan

52 U.K.

50 Germany

Telecommunications: A Widening Trust Gap


using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429.

Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means

that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global

total.32

Percent trust in business vs trust in Telecommunications,

2012 to 2016

Informed

Public

Mass

Population

5pt

Gap

9pt

Gap

Trust in Business Trust in Telecommunications

11pt

Gap

4pt

Gap

54

58 58

56

62

45

4948

47

51

2012 2013 2014 2015 2016

62 62

64

62

64

5859

6059 59

2012 2013 2014 2015 2016

50%

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,

please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust)

General Population, 27-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

59 58

70 68 69

59 57 55 5452 50 48 49 48

44

60

50 49 49

8482

7875

6460 62

5456

43

60 58

76 7571

62 6158 57

56 55 55 53

49 48

60

50 49 49

81 8076

71

58 5755

52 52

40

Glo

ba

l 2

7

GD

P 5

Ch

ina

Me

xic

o

Sin

ga

po

re

U.S

.

Ru

ssia

Ca

na

da

Ne

the

rla

nd

s

Fra

nce

Au

str

alia

Turk

ey

Sp

ain

Ire

land

So

uth

Ko

rea

Ita

ly

Ge

rma

ny

Arg

en

tin

a

Po

land

India

Indo

ne

sia

UA

E

Ma

laysia

Ho

ng

Ko

ng

Bra

zil

So

uth

Afr

ica

Ja

pa

n

U.K

.

Sw

ede

n

Trust in Telecommunications

33

Percent trust in telecommunications industry

sector, 2015 vs. 2016

Increased or equal trust in telecommunications in 17 countries

General

Population

2015 2016