Today Richard Edelman and I presented the Russian data of the Trust Barometer in Moscow. Here are some of the key points:
General Trust Patterns (35-64) – The least trusted national identity; high use of social media:
- Unlike many of its European peers, business is the most trusted institution in Russia.
- Russia and France have the lowest trust in media as an institution of any country surveyed.
- Russia has the lowest trust in NGOs of any country surveyed.
- Russian companies are among the least trusted headquarters nationalities (along with Chinese and Mexican companies)
- Social/environmental track record is a less important driver of trust among Russian opinion elites than in any other country surveyed.
- Having age in common is a greater factor in building trust in a person sharing information about a company in Russia than in any other country surveyed.
- Significant increases in credibility of articles in business magazines, conversations with friends and peers and news coverage on the radio over the past year.
- Russian opinion elites give the lowest credibility scores of any countries surveyed to articles in newspapers.
- Russian opinion elites give the lowest credibility scores of any countries surveyed to a person like yourself.
- Strong social media orientation:
– Higher usage of blogs for information about companies than in any country surveyed; higher usage of video-sharing sites than all countries but China; higher usage of social networking sites than all countries but China and Brazil.
– One-third of Russians say that they share their opinions about companies with people they know through online forums/groups/networks.
– Russians (51%) are second only to Chinese (66%) in reporting that they participate in live discussions with others when they go online.
[tags] Edelman, Trust Barometer, Imageland [/tags]