Impact of Trust in Businesses on Consumer Actions

January 27, 2016

This article is included in these additional categories:

Brand Metrics | Word of Mouth

Edelman-Consumer-Behaviors-Based-on-Trust-Jan2016Source: Edelman

    Notes: Almost 6 in 10 online consumers worldwide have recommended companies that they trust in the past 12 months, reports Edelman, while 42% have criticized companies they don’t trust. Likewise, while 41% report having shared positive opinions about trusted companies online, 26% have shared negative opinions about companies they don’t trust. Overall, a slight majority (53%) of general population consumers surveyed across dozens of countries report trusting business as an institution, up from 48% last year.

      Related: Which Sectors, News Sources and Spokespeople Do Consumers Trust?

        About the Data: The 2016 Edelman Global Trust Barometer was fielded among 32,200 general population respondents across 28 countries, 6,200 of whom qualified as “Informed Public.” The markets covered were: China; India; UAE; Mexico; Singapore; Indonesia; US; Australia; Canada; Netherlands; Colombia; Brazil; Italy; Malaysia; UK; France; South Africa; Argentina; Spain; Hong Kong; Germany; South Korea; Ireland; Turkey; Sweden; Poland; Russia; and Japan. There were 1,150 respondents (18+) per country.

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