Trust in the Entertainment Industry:Consumer Behaviour in an Eraof Social Entertainment
May 2010
Methodology
Trust in Entertainment Industry
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Fourth annual study
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This study was conducted by international research firm, StrategyOne, a subsidiary of Edelman.
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Surveys were conducted online from March 8, 2010 through March 10, 2010 using the field services of Authentic Response, Inc.
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552 respondents in the UK ages 18-54
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515 respondents in the US ages 18-54
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Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases
Trust Barometer*
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Tenth annual study
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4,875 people in 22 countries of which 1,800 in Europe
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Ages 25 to 64
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College-educated
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In top 25% of household income per age group in each country
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Report significant media consumption and engagement in business news and public policy
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U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)
*Data used from the 2010 Edelman Trust Barometer is noted on slide 13
TV and Internet the Most DominantEntertainment Sources in the UK and US
57%30%17%17%14%12%11%58%32%17%14%6%28%5%0%10%20%30%40%50%60%70%80%90%100%
TV/TelevisionInternet/WebRadioMusic/CDsCinema/TheaterMovies/FilmDVD
UKUS
All other mentions less than 10%
Sources of Entertainment
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Edelman’s fourth annual Trust in the Entertainment Industry
Research launched today by Edelman, the world’s largest independent public relations firm, shows that consumers believe social networks provide a higher value experience compared with other forms of entertainment.
Edelman’s annual Trust in the Entertainment Industry… (More)
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