Global Consumer Trust Data
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Among respondents interviewed Oct 05-07, 2018
TotalUSUKCA
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Which of these best describes the way you usually make big purchases, even if none are exactly right?Unweighted N303310349961003
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I’m a researcher - I read all I can on the stats and details of potential products, and I make my decision based off of what I read
55%61%54%51%
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I’m a socializer - I get recommendations from people I trust, like friends and family or reputable product reviewers
18%19%16%18%
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I’m instinctive - I use my gut when considering products, and choose what I think is best for me
27%20%30%31%
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No answer0%0%0%0%
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When making a big purchase, how much does trust in a brand influence your decision?Unweighted N303810351004999
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A great deal28%31%23%29%
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A lot37%37%34%40%
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Some27%24%32%26%
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A little bit6%6%8%4%
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None at all2%2%3%1%
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No answer0%0%0%0%
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Imagine you were in the market for each of the following categories below. For each, please choose whether you would prefer to purchase from a well-established brand or a new startup brand, assuming they offer similar prices.-Consumer electronicsUnweighted N30141029993992
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Well-established brand83%81%80%87%
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New startup brand17%19%20%13%
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Imagine you were in the market for each of the following categories below. For each, please choose whether you would prefer to purchase from a well-established brand or a new startup brand, assuming they offer similar prices.-Financial servicesUnweighted N30201028999993
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Well-established brand90%91%88%91%
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New startup brand10%9%12%9%
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Imagine you were in the market for each of the following categories below. For each, please choose whether you would prefer to purchase from a well-established brand or a new startup brand, assuming they offer similar prices.-Medical careUnweighted N301910261000993
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Well-established brand91%92%91%90%
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New startup brand9%8%9%10%
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Imagine you were in the market for each of the following categories below. For each, please choose whether you would prefer to purchase from a well-established brand or a new startup brand, assuming they offer similar prices.-ShoesUnweighted N30151022997996
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Well-established brand66%64%64%71%
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New startup brand34%36%36%29%
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Imagine a brand you trust produced a spinoff brand. Do you trust the spinoff brand more, less, or about the same as the original brand?Unweighted N3035103210021001
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More9%7%10%11%
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Less23%25%18%27%
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About the same67%67%72%63%
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No answer0%0%0%0%
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Have you ever made a big purchase because of an advertisement that you saw or heard on… (Select all that apply)Unweighted N3038103110051002
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None of the above51%52%49%51%
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TV31%33%31%30%
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Facebook15%13%15%16%
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On an online ad14%17%13%13%
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A magazine12%14%13%10%
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Instagram8%7%9%7%
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The radio7%10%4%8%
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In an app7%7%7%7%
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A billboard5%4%6%6%
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Twitter4%3%5%4%
43
On a podcast4%4%4%3%
44
No answer0%0%0%0%
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Have you ever made a big purchase because… (Select all that apply)Unweighted N302710309971000
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A trusted friend or family member recommended it
60%65%52%64%
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You saw a celebrity own or endorse it8%7%9%10%
48
You saw an online influencer own or endorse it (e.g., on YouTube, Instagram, blog)
13%12%13%13%
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None of the above32%29%38%28%
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No answer0%0%0%0%
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Which of the following would make you lose trust in a brand? Select all that apply.Unweighted N3042103410031005
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Poor experience with the product75%81%73%71%
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Poor customer service experience71%78%65%70%
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Product or service doesn’t live up to the company’s promise
67%81%58%61%
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Security breach44%49%44%40%
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Offensive advertising37%46%30%35%
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Scandal with leadership in the company30%36%26%28%
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Lack of diversity in leadership12%15%9%12%
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Lack of diversity in advertising12%13%10%11%
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None of the above4%2%4%5%
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Other (please specify)2%4%1%2%
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No answer0%0%0%0%
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How much trust do you have in a company that does not have a website?Unweighted N303010319971002
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A great deal7%7%7%8%
65
A lot12%11%10%15%
66
Some38%34%41%39%
67
A little bit24%22%26%23%
68
None at all19%26%17%16%
69
No answer0%0%0%0%
70
How much do trust do you have in a company that does not have social media accounts?Unweighted N3035103210011002
71
A great deal13%14%14%12%
72
A lot23%24%25%22%
73
Some40%38%40%42%
74
A little bit14%12%15%14%
75
None at all10%12%6%10%
76
No answer0%0%0%0%
77
What makes their customer service so good? Select all that apply.Unweighted N29849821003999
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They respond quickly68%73%64%68%
79
Other (please specify)9%12%7%7%
80
They offer various ways to contact them (phone, email, social media, chat)
48%54%46%44%
81
They really understand my problems39%42%36%40%
82
They care about me37%37%37%37%
83
They try to resolve my problems to my satisfaction
70%76%64%68%
84
They act like human beings52%61%48%46%
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No answer0%0%0%0%
86
Do you find controversial ads more appealing, less appealing, or about the same as more traditional ads?Unweighted N302710301000997
87
More appealing17%12%20%20%
88
Less appealing43%51%38%41%
89
About the same39%37%42%39%
90
No answer0%0%0%0%
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