Edelman Trust Barometer 2015 - Nederlandse Resultaten

1. 2015
EDELMAN TRUST BAROMETER
THE NETHERLANDS RESULTS

2. PG 2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• 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 and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets

3. PG 3
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN NETHERLANDS,
2014 VS. 2015
TRUST IN INSTITUTIONS
BUSINESS
GOVERNMENT
MEDIANGOS
Informed
Public
67%
62%
2014 2015
#3
54%
66%
2014 2015
#1
60%
65%
2014 2015
#2
60%
62%
2014 2015
#4
Q11-14. [TRACKING] 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 Publics in Netherlands.

4. PG 4
Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a nine-point scale, where one means that you “do not trust it at all” and nine means
that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in Netherlands.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN NETHERLANDS
MEDIA SOURCES
Informed
Public
68%
73%
70%
69%
45%
42%
48%
45%
38%
31% 31% 31%
57% 58%
56%
61%
42%
41% 38%
49%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Hybrid Media
Social Media
Owned Media

5. PG 5
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN NETHERLANDS
MEDIA SOURCES
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics,
Informed Publics, in Netherlands.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Netherlands.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about
business? Informed Publics, in Netherlands.
32%
30%
27%
22%
17%
11%
27%
40%
44%
2013 2014 2015
27% 28%
22%24%
19% 18%
27%
33% 32%
2013 2014 2015
20%
25%
20%
16%
11%
13%
44%
42%
45%
2013 2014 2015

6. PG 6
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
GLOBAL NETHERLANDS
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. NETHERLANDS
ENTERPRISE TYPE
69%
60%
85%
State-owned Big Business Family-owned
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business
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 Publics, in Netherlands and 27-country global total.

7. PG 7
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo,
Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box,
Trust) Informed Publics, in Netherlands.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? Informed Publics, in Netherlands.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post,
Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators?
Informed Publics, in Netherlands.
21%
28%
28%
36%
41%
50%
52%
53%
70%
73%
Celebrities
A well-known online personality
Brands I don't use
A company ceo
Elected officials
A journalist
Companies I use
Employees of a company
My friends and family
An academic expert
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN NETHERLANDS
TRUSTED
NEUTRAL
DISTRUSTED
CONTENT CREATORS

8. PG 8
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard
information about a company from each person, how credible would the information be--extremely credible, very credible,
somewhat credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, in Netherlands.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN NETHERLANDS
LEADERSHIP
77%
62% 63%
48%
46% 46%
31%
21%
75%
70%
63%
51%
49%
42%
34%
26%
Academic or
Industry Expert
Company
Technical Expert
A Person
Like Yourself
Regular
Employee
Financial or
Industry Analyst
NGO
Representative
Government
Official
or Regulator
CEO
2014 2015
More Trust Less Trust
Informed
Public

9. PG 9
31%
40%
50%
38%
43% 43% 41%
29% 28%
46%
28%
26%
21%
26%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND NETHERLANDS
LEADERSHIP
Netherlands
Informed
Public
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard
information about a company from each person, how credible would the information be--extremely credible, very
credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, 20-country global total and
Netherlands.

10. PG 10
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN NETHERLANDS TODAY IS …
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, in Netherlands.
TRUST IN BUSINESS INNOVATION
44% Too Fast29% Too Slow
Informed
Public
24% Just Right

11. PG 11
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN NETHERLANDS
BUSINESS INNOVATION
Informed
Public
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? (Top 4 Box, Trust) Informed Publics, in Netherlands.
50%
56%
40% 38% 38%
35%
Electronic and Mobile
Payments
Cloud Computing Electronic and
Personal Health
Trackers
Hydraulic Fracturing Genetically Modified
Foods

12. PG 12
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, NETHERLANDS VS. GLOBAL
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? (Top 4 Box, Trust) Informed Publics, in Netherlands.
BUSINESS INNOVATION
+29 +19 +26 +21 +6
Informed
Public
50%
NETHERLANDS GLOBAL
56%
38% 40% 38% 35%
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods

13. PG 13
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Netherlands.
Q43-60. 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.”
Informed Publics, in Netherlands.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN
NETHERLANDS
32%
38%
40%
50%
52%
62%
56%
51%
39%
83%
Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food & Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
-31
+11
-11
-18
-30
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate
BUSINESS INNOVATION

14. PG 14
BUILDING AND DEFENDING TRUST
53% 32% 25%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me and
My Family
Live a Healthy Life
76% 48% 47%
Produces Economic
Growth
Contributes
to the Greater Good
Allows Me to Be a
Productive
Member of Society
Reasons Trust in
Business Has Increased
in NETHERLANDS
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year?
(Top 4 Box, Trust) Informed Publics, in Netherlands. Q330-331. For which of the following reasons, if any, has your trust in each
institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Netherlands.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in
Netherlands.
Reasons Trust in
Business Has Decreased in
NETHERLANDS
46% 41%
81%
agree
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”

15. PG 15
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN
NETHERLANDS
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in Netherlands.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business
and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed
Publics, in Netherlands.
TRUST IN INNOVATION
Make test results available publicly for review 78%
Partner with an academic institution 76%
Run a clinical trial or beta test 66%
Partner with an NGO 58%
Partner with government 55%
57% AGREE:
New developments
are not tested
enough

16. PG 16
BEHAVIOR BASED ON TRUST IN NETHERLANDS
TRUST IN INNOVATION MATTERS
Informed
Public
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, Netherlands.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies
that you do not trust? Please answer yes or no to each action. Informed Publics, Netherlands.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-56% 74%
Criticized them to a friend/colleague Recommended them to a friend/colleague-52% 50%
Paid more for products/services 37%
Shared negative
opinions online
Defended company-20% 23%
Shared positive opinions
online 24%
I sold
shares
I bought shares-9% 23%