Brits trust the internet more than Americans

Brits trust the internet more than Americans

New survey shows increase in consumer spend over the past year

By Adam Hartley / TechRadar
July 7, 2009

new survey claims to prove that Brits are more trusting than their
American counterparts when it comes to buying their media and
entertainment online.

The research has been carried out by
Edelman, the world’s largest independent PR agency, and reveals that UK
adults aged 18-34 are more trusting in the entertainment industry than
those in the US.

"UK trust in the sector remains stable at 29%
compared to last year, whereas the US has seen a sharp decline of 15
points to 17%," claims Edelman’s Trust in the Entertainment Industry
"With trust in the entertainment industry linked to an
increased willingness to buy a company’s products, the differences
between the two countries is further highlighted by consumers’
purchasing habits: 66% of consumers in the UK say they are spending the
same or more on digital entertainment compared with last year, versus
56% in the US."

Trust, cost, quality

Trust in the
Entertainment Industry 2009 ranks the entertainment industry as the
fifth most trusted (50%), after technology, healthcare, food and
biotech, among UK opinion formers aged 35-64.

Whereas, in the
US, "trust in the entertainment industry is ranked 3rd from the bottom
(33%), sharing its position with the automotive industry and just
topping insurance and media companies.

"Sixty-six per cent of
consumers in the UK say they are spending the same or more on digital
entertainment as last year and we found a correlation between trust in
the industry and entertainment spending," said Edelman’s Gail Becker,
global head of Edelman’s Digital Entertainment & Technology PR.

who say they have a lot of trust in the entertainment industry are more
likely to be spending the same or more on entertainment as they did the
prior year. Those who do not trust the entertainment industry say they
will be spending less money on entertainment. Trust affects every
company’s bottom line. People will buy from companies they trust and
refuse to buy from companies they distrust."

Unsurprisingly, "cost and quality are consumers’ top considerations when paying for entertainment," according to Becker.

Broadcast vs Narrowcast

One notable trend is the continuing demise of broadcast television amongst younger entertainment consumers.

Jonathan Hargreaves, head of Edelman’s European Technology practice,
puts this down to the fact that "the Internet has given consumers
enormous choice fuelling the trend from broadcast to narrowcast,
particularly for this age group."

You can see a slideshow of Edelmans’s Trust in the Entertainment Industry 2009 report right here, online.


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