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

51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
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 +3
Informed
Public
General
Population
2015 2016
+4 +5 +2 +1

60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
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, 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
49
48
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% 8
40%
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 Trust
Technology 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
Informed
Public
General
Population
81 Global 75 Global
9
Trusters
Neutrals
Distrusters
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 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
General
Population
Mass
Population
75 Global 74 Global
Informed
Public
81 Global
10
Trusters
Neutrals
Distrusters
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, 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

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). 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 2016
Informed
Public
Mass
Population
6pt
Gap
9pt
Gap
Trust in Business Trust in Technology
11pt
Gap
5pt
Gap
Technology: A Widening Trust Gap
80
77
79
77
79
75
72
74
72 73
2012 2013 2014 2015 2016
54
58 58
56
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.
73
71
84 84 84
81
74
77 73
71
63 65 64
67 65 62 61
56
73
65
89
86 83
80 77
73 75 72
63
74
71
90 90
85 83
79 78 77
72 72 71 71
69 67 66
63
60
73
65
88
84
81
78 76
72 69 69
62
Global27
GDP5
China
Mexico
UAE
Brazil
Argentina
Italy
Netherlands
Australia
Spain
France
Turkey
S.Korea
Ireland
Poland
Germany
Sweden
U.S.
Russia
India
Indonesia
Malaysia
S.Africa
Singapore
Canada
HongKong
U.K.
Japan

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
Source: 2016 Edelman Trust
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-
country global total.
14
Gap in importance of behaviors in building trust vs. percent who
agree each industry is performing well against these behaviors
General
Population
Technology
Health
Care
Food &
Beverage
Financial
Services
Energy
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 CEO
Technology Sector

More Than Half Do Not Trust Tech CEOs
Percent 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.
61
58
34
44
45 45 46 48 49 49 50 53 53 54
57 57 58 59 61
65
68 69 71
75
78 78 79 83
87
93
Global
GDP5
Sweden
Russia
Japan
Netherlands
France
U.K.
Germany
Spain
Australia
Canada
Poland
S.Korea
Ireland
U.S.
Italy
Turkey
HongKong
S.Africa
Argentina
Malaysia
Singapore
Colombia
Brazil
UAE
Indonesia
Mexico
India
China
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 sector
Sector TrustTrust 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-
country global total.
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-Depth
Technology 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 Technology
Internet 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 Technology
Internet 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 Public Informed
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
Population
Industry Sub-Sectors:
Sharing Economy Trust Levels Fairly Even Across Regions
Percent 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.

Employee
Advocacy
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 sector
Trust Others
in Sector
Trust in
Employer
Technology Food & Beverage Health Financial Services Energy
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 sector
CEO
engaged
Company
engaged
Technology Food & Beverage Health Financial Services Energy
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 Trust
Telecommunications 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
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.

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
Informed
Public
General
Population
65 Global 60 Global
30
Trusters
Neutrals
Distrusters
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 and General
Population, 28-country global total.
Telecommunications Trust:
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
General
Population
Mass
Population
60 Global 59 Global
Informed
Public
65 Global For the mass
population, trust in
Telecommunications
sector falls into neutral
territory
31
Trusters
Neutrals
Distrusters
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, General Population,
and Mass Population, 28-country
global total.
Telecommunications Trust:
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 Japan
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
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
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). 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
49
48
47
51
2012 2013 2014 2015 2016
62 62
64
62
64
58
59
60
59 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 54
52 50 48 49 48
44
60
50 49 49
84
82
78
75
64
60 62
54
56
43
60 58
76 75
71
62 61
58 57
56 55 55 53
49 48
60
50 49 49
81 80
76
71
58 57
55
52 52
40
Global27
GDP5
China
Mexico
Singapore
U.S.
Russia
Canada
Netherlands
France
Australia
Turkey
Spain
Ireland
SouthKorea
Italy
Germany
Argentina
Poland
India
Indonesia
UAE
Malaysia
HongKong
Brazil
SouthAfrica
Japan
U.K.
Sweden
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