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The
Collapse
ofthe
Purchase
Funnel
2023EdelmanTrustBarometer
P.2
2023EdelmanTrustBarometerSpecialReport:
TheCollapseofthePurchaseFunnel
Methodology
Statisticalsignificance
-0+○Significantchange
Indicatesamathematicallysignificant
changeindatathatcanbeattributedtoaprofoundchangeratherthanchance.
Allindicatedyear-over-yearsignificantchangesweredeterminedusingat-testsetata99%confidencelevel.
Fieldworkconducted:May1–May12,2023
1413,8021,000+/-
CountriesRespondentsRespondentspercountry**
Brazil
Mexico
Canada
SaudiArabia
China
SouthAfrica
France
SouthKorea
Germany
UAE
India
UK
Japan
U.S.
**Thesamplesizevariesbycountryfrom930to1,004.
14-marketglobaldatamarginoferror:Generalpopulation+/-1.1percentagepoints(n=13,802)
Country-specificdatamarginoferror:Generalpopulation+/-4.1to4.2percentagepoints(variesbycountrybasedonsamplesize,n=930ton=1,004)
Marginoferroriscalculatedatthe99%confidencelevel
Climatechange
Iam
worriedabout
…
67%
Inflation
67%
Globalconflict
58%
Misinformation
59%
Polarization
64%
Myhealth
Rightsand
PersonalandSocietal
ThreatsHeighten
Consumer
Vulnerability
SpecialReport:TheCollapseofthePurchaseFunnel.PERS_EMO.Howmuchdoyouworryabouteachofthefollowing?9-ptscale,top4box,worry.Generalpopulation,14-mktavg.
70%
58%
freedoms
P.3
P.4
Consumer
VulnerabilityChangestheBusinessofBrands
2023EdelmanTrustBarometer
P.5
WePlaceMoreValueonBrandsThatAddressOurVulnerabilities
GLOBAL14
-0+
Whichtypeofbrandismoreattractive?
Brandsthatincreasemysenseofsafetyandsecurity
+9
pts
○Significantchange
Change,
June2022to
June2023
73%
or
Ages18-2627-4243-5859+
83
73
67
+10
+11
69
+9
+8
Brandsthatsparkmysenseof
adventureandthrill-seeking
27%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.ATTRACT.Youareabouttoseeaseriesoftwochoices.Pleasepicktheonethatbetterdescribesthetypeofbrandsthatyouaremoreattractedto,orthatyoufindmoreappealing,thesedays.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.6
SinceLastYear,
WeArePuttingBrandsUnderMoreScrutiny
Percentwhosay
GLOBAL14
Giveneventsofthepastyear,
Iamnow…
Morepriceconscious
%
68
DoingmoreresearchbeforeIbuy
58%
Makingfewerimpulsepurchases
58%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.MKT_BEV_CHG.Givenallthathashappenedinthepastyear,how,ifatall,haveyouchangedasashopperwhenitcomestoeachofthedimensionslistedbelow?11-pointscale;top5box,more;bottom5box,less.Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.7
SinceLastYear,
WeAreMoreConcernedAboutaBrand’sImpact
Percentwhosay
GLOBAL14
Giveneventsofthepastyear,
Iamnowmorelikelytoconsideraproduct’s…
Healthimpact
%
64
Environmentalimpact
55%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.MKT_BEV_CHG.Givenallthathashappenedinthepastyear,how,ifatall,haveyouchangedasashopperwhenitcomestoeachofthedimensionslistedbelow?11-pointscale;top5box,more.Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.8
WeConsidertheGeopoliticalImpactofBuyingForeignBrands
Percentwhosay
GLOBAL14
TherearebrandsthatIwillnotbuy
becauseofthecountriesin
whichtheyareheadquartered
77%
78
Ages18-26
75
27-42
75
43-58
83
59+
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.WILL_BUY.Usingthescalebelow,pleaseindicateyourattitudetowardsbuyingbrandsfromcompaniesheadquarteredineachofthefollowingcountries.4-
pointscale;codes3-4,IwillnotbuyorIavoidbuyingfrombrandsheadquarteredinthiscountry.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.Datashownisanetofall13foreignmarketsshowntotherespondent.
2023EdelmanTrustBarometer
P.9
+4
Goodvalueforthemoney
91
quality
Best
89
+4
Itrustit
88
+2
84
WhenConsumersFeelVulnerable,theNeedtoTrustBrandsGrowsMoreUrgent
Percentwhosay
GLOBAL14
-0+
Change,June2022toJune2023
○Significantchange
71
%
Itismoreimportanttotrustthebrands
Ibuyorusetodaythaninthepast
ThisisanimportantconsiderationwhenIbuyabrand
+2
Convenienttofind,buy,anduse
Trustremains
topthreebuying
consideration
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.IMP_TRU.Isitmoreimportanttoyoutobeabletotrustthebrandsyoubuyorusetodaythanitwasinthepast?3-pointscale;code1,yes.Questionaskedofhalfofthesample.TRUST_IMP.Whenitcomestobrandsingeneralthatyouwillorwillnotbuyoruse,categorizeeachofthefollowingattributesbasedonwhetheritisacriticaldealbreaker,importanttohave,ormerelyanicetohave.3-pointscale;
codes1-2,criticaldealbreakerorimportant.Generalpopulation,14-mktavg.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
P.10
GenZ
Transforms
HowandWhyWeBuy
2023EdelmanTrustBarometer
P.11
76
69
61
+5
+5
+2
Change,June2021toJune2023
27-42
43-58
59+
GenZRaisestheStakesforBrandTrust
Percentwhosay
GLOBAL14-0+Significantchange
ItismoreimportanttotrustthebrandsIbuyorusetodaythaninthepast
Highestneedforbrandtrust
amongGenZ
79
+8
Ages18-26
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.IMP_TRU.Isitmoreimportanttoyoutobeabletotrustthebrandsyoubuyorusetodaythanitwasinthepast?3-pointscale;code1,yes.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,byage.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.12
GenZHeightensExpectationsforBrandstoShowTheirValues
Percentwhosay
GLOBAL14
-0+
Change,June2022toJune2023
○Significantchange
BrandsshouldmakeiteasiertoseetheirvalueswhenIamabouttomakeapurchase
Ifabranddoesn’tcommunicateitsactionstoaddresssocietalissues,Iassumeitisdoingnothingorhidingsomething
64
60
51
+5
64
+3
+2
+2
Ages18-2627-4243-5859+
62
5452
46
Ages18-2627-4243-5859+
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.Q17.Pleaseindicatehowmuchyouagreeordisagreewiththefollowingstatements.9-pointscale;top4box,agree.Questionaskedofhalfofthesample.
BRD_SILENT.Ifabranddoesnotmentioninitsadvertisingorpubliccommunicationsthethingsitisdoingtoaddressissueslikeclimatechange,increasingdiversitywithinitsorganization,equityandracialjustice,orretrainingworkerswholosetheir
jobsduetoautomation,whichofthefollowingareyoumostlikelytoassumeistrue?3-pointscale;codes2-3,Iassumethebrandisdoingnothingorhassomethingtohide.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.13
GenZTransformsHowConsumersBuyProductsandInteractWithBrands
Percentwhosay
GLOBAL14
-0+
○Significantchange
Teenagersandcollege-agedpeople
influencewhereandhowIshop
68%
+7
pts
Change,
June2022to
June2023
7876
68
53
+12
Ages18-26
43-58
27-42
59+
+9
+6
+4
GenZinfluences…
HowIbuyonlineandthroughapps67
HowIgivebrandsnegativefeedback62
HowandwhereItalkaboutbrands62
HowIconnectwithbrandsonsocial57
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.KID_INFLU.Towhatdegree,ifany,wouldyousaythatthefollowingthingsaboutyouandyourbehaviortodayhavebeeninfluencedbyteenagersandcollege-agedpeople?5-pointscale;codes3-5,moderateormoreinfluence.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.14
GenZTransformsConsumerExpectationsforHowBrandsDoBusiness
Percentwhosay
Teenagersandcollege-agedpeople
influencemyexpectationsfor…
GLOBAL14
Age18-2627-42
43-58
59+
Aproduct’senvironmentalfriendliness
67
77
73
66
53
Thediversityinabrand’sadvertising
62
75
72
60
43
Employeediversity
61
69
69
61
45
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.KID_INFLU.Towhatdegree,ifany,wouldyousaythatthefollowingthingsaboutyouandyourbehaviortodayhavebeeninfluencedbyteenagersandcollege-agedpeople?5-pointscale;codes3-5,moderateormoreinfluence.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.
P.15
The
Collapseofthe
PurchaseFunnel
2023EdelmanTrustBarometer
AWARENESS
INTEREST
DECISION
ACTION
P.16
Today’sBuyingRelationshipIsTooDynamicforaLinearFunnel
Thefunnelisbrokenbecause…
Purchaseisnolongerjusttheendpoint
Consumersdon’tbehaveinsequentialstages
Itdoesnotaccountforanongoingrelationship
Itisfocusedpredominantlyontransaction
2023EdelmanTrustBarometer
P.17
PurchaseisNottheEndpoint:
ForMany,It’stheStartingPoint
Percentwhosay
GLOBAL14
Iuncoverthingsthatattractmeandmakeme
loyaltoabrandaftermyfirstpurchase
Idomostofmybrandresearch
afterIbuy(avg)
50%
Amongthosewhoactivelyresearch
importantattributesofthebrandstheybuy
78%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.ATT_ARC.Thinkaboutthetypesofthingsthatattractyoutoabrandandturnyouintoaloyal,long-termcustomer.Doyouuncoverordiscovermostofthosethingsbeforeyoubuythebrandforthefirsttime,justafteryoubuyitforthefirsttimeandbeginusingit,ordotheytendtocometolightslowlyovertimeasyouuseandbuythebrandrepeatedly?3-pointscale;code2,justafterIbuyitforthefirsttimeandstartusingit,andcode3,slowlyovertimeafterrepeatedpurchaseanduse.Questionaskedofhalfofthesample.Datashownisasumofcodes2and3.Datahasbeenrebasedtoexcludethosewhoselected“Don’tknow.”ATTRACT_RES[#].Thinkingaboutthosethingsyoujustindicatedwereveryorextremelyimportantattributesofabrandorofacompanythatownsabrand,whichofthefollowingbestdescribesyourbehavior?5-pointscale;
code2,IactivelyresearchthebrandattributesthatareimportanttomeafterIbuy.Questionaskedofthosewhosayatleastonebrandorproductofferingisveryorextremelyimportanttothem(BRD_ATTRACT[#]/5-6).Datahasbeenrebasedtoexcludethosewhodonotactivelyresearch.Datashownisanaverageacross3questionsatwhichrespondentsindicatedtheirresearchhabitsregardingtheproduct/brandattributestheypreviouslyratedimportant.Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.18
It’sNotaSeriesofStages:
ConsumersWantOngoingEngagementWithBrands
Percentwhosay
GLOBAL14
Becauseitgivesmeopportunitiesto…
(top3of10)
1
Evaluateabrandbeyonditsproduct
2
Savemoneywithdiscounts
3
Gatherinformationandlearnthings
Iinteractdirectlywithbrands,
beyondusingtheirproductsorservice
Consumebrandcontent,
participateinbrandactivities,connectonsocialmedia,
sharefeedback
79%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.DIRECT_INT_OFT.Typically,howoftendoyouinteractdirectly,eitherinpersonorvirtually,withbrandsinwaysbeyondsimplyusingtheirproductsor
workingwiththeircustomerservicerepresentatives?7-pointscale;codes2-7,occasionallyormore.Questionaskedofhalfofthesample.INT_PUR.Whydoyouengageinthesedirectinteractionswithbrands?Pickallthatapply.Questionaskedofthosewhodirectlyinteractwithbrands(DIRECT_INT_OFT/2-7).Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.19
BrandEngagementBuildsTrustintheProductandtheBrand
Amongthosewhodirectlyinteractwithbrands,percentwhosay
GLOBAL14
MybrandinteractionsshowmeifIcantrustthebrandtobe…
Competent
performstomyexpectations
70%
Ethical
treatscustomersandemployeesfairly,
attemptstodogoodintheworld
%
60
Relevant
fitsmylifestyleandidentity
59%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.INT_IMP_TRST.Howusefularethesedirectbrandinteractionsinestablishingorreinforcingwhethereachofthefollowingistrueaboutabrand?5-pointscale;codes4-5,veryorextremelyuseful.Questionaskedofthosewhodirectlyinteractwithbrands(DIRECT_INT_OFT/2-7).Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.20
TrustDrivesGrowth:
ConsumersRewardBrandsTheyTrustWithPurchase,Loyalty,andAdvocacy
Percentwhosay
GLOBAL14
WhenItrustabrand,Iammorelikelyto…
Purchase(net)
Buynewproductsthebrandintroduces
Buythebrandevenifitisnotascheap
Stayloyalandadvocate(net)
Stayloyaland/orstickwithitdespiteamistake
Recommendittoothers
59%
58615956
Ages18-2627-4243-5859+
67%
69
69
66
62
Ages18-2627-4243-5859+
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.TRUST_KPI.WhatareyoumorelikelytodoonbehalfofabrandthatyoufullytrustversusonethatyouDONOTfullytrust?Pickallthatapply.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.“Purchase”isanetofitems5and9.“Stayloyalandadvocate”isanetofitems1,2,and10.
2023EdelmanTrustBarometer
P.21
TheNewGrowthEngineforBrands:
TheTrustLoopFuelsanOngoingConsumerRelationship
1.
2.
3.
4.
Purchaseisnottheendpoint;
often,it’sthestartingpoint
Ongoingengagementbuildsattraction,
whichleadstofurtherengagement
Brandaction,reinforcedby
communications,buildstrust
Trustdrivesgrowth,leadingtogreater
purchase,advocacy,andloyalty
P.22
TheNew
Paradigmfor
BuildingBrands
2023EdelmanTrustBarometer
P.23
ConsumersMoreLikelytoBuyBrandsThatTakeAction
Percentwhosay
GLOBAL14
Iammoreorlesslikely
tobuybrandsthatcommittoeachissue
MorelikelyLesslikely
Multiplier
morelikelyvs.lesslikelytobuyabrand
Improving
healthcare
access
7x
Addressing
climate
change
5x
Ending
racism
4.5x
Promoting
gender
equality
4x
Retraining
workers
3.5x
Combatting
misinformation
3.5x
575552
454546
81111111314
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.RISK.Ifabrandweretopubliclysupportanddemonstrateacommitmenttoeachofthefollowing,howwouldthatimpactyourlikelihoodofbuyingorusingthatbrand?4-pointscale;codes1-2,lesslikely;code4,morelikely.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.Multipliersareroundedtothenearest0.5.
2023EdelmanTrustBarometer
P.24
Consensusforbrandsto
takeactiononhealthcareand
retraining
EveninaPolarizedCulture,
Bi-partisanConsensusforBrandstoAct
Percentwhosay,intheU.S.
Iammoreorlesslikely
tobuybrandsthatcommittoeachissue
RepublicansDemocratsIndependents
Morelikelytobuy
Caution:morelikelytobuythannot,butweakerconsensus
Lesslikelytobuy
Improvinghealthcareaccess
Retrainingworkers
Combattingmisinformation
Addressingclimatechange
Endingracism
Promotinggenderequality
ProtectingLGBTQ+rights
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.RISK.Ifabrandweretopubliclysupportanddemonstrateacommitmenttoeachofthefollowing,howwouldthatimpactyourlikelihoodofbuyingorusingthatbrand?4-pointscale,codes1-2,lesslikely;code4,morelikely.Questionaskedofhalfofthesample.Generalpopulation,U.S.,bypoliticalaffiliation.Graphicbasedonmultiplier;multipliercalculatedasmorelikely/lesslikely.Forfulldatabehindgraphic,pleaseseesupplementalappendix.
2023EdelmanTrustBarometer
P.25
Brandcomms*
Myownexperience
1
Media,BrandCommunications,andPersonalExperienceTopSourcesforBuildingAwarenessandBrandTrust
Percentwhosay
GLOBAL14
Thisisthebestsourcetolearn…
abouta
ifthecompany
iftheproduct
newbrandorproduct
doesgoodintheworld
willperformwell
Media*
2Media*SearchCustomerreviews
3SearchBrandcomms*Media*
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.BRD_CHNL1.Amongthesourcesofinformationlistedbelow,selecttheonethatbestfitseachofthefollowingdescriptions.Questionaskedofhalfofthe
sample.Generalpopulation,14-mktavg.*Note:“Media”isanetofitems1-2,“thenewsmedia”and“specialinterestmedia.”“Brandcomms”isanetofitems3-4,“adirectcommunicationfromthebranditself”and“thebrand’sadvertising.”Datashownhasbeenrebasedtoexcludethosewhoselected“don’tknow.”
2023EdelmanTrustBarometer
P.26
BothExpertandEverydayVoicesMakeCredibleBrandAmbassadors
Percentwhosay
GLOBAL14
-0+
○Significantchange
Thispersonwouldbecredibleasa
brandspokespersonorambassador
(top4of10)
Scientist/
academicexpert
Personlike
myself
Brand
technicalexpert
Regularemployee
Change,June2022toJune2023
64
61
53
48
+3
+6
+4
+5
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.ABILITY_SPK_A.Ifabrandweretouseeachofthefollowingastheirspokesperson/brandambassador,howcredibleorbelievablewouldyouconsiderthemtobe?4-pointscale;top2box,very/extremelycredible.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.27
WhenBrandsLackRelevanceorAuthenticity,ConsumersDisengage
Percentwhosay
GLOBAL14
Abrand’sattempttoengagewithmeoftengoeswrongbecausethey...
Lackrelevance(net)
Theirinteractionsareunwanted,exploitative,
intrusive,exclusive
Lackauthenticity(net)
Theirinteractionsareuninteresting,inauthentic,
outoftouch
76%
77
78
72
76
Ages18-2627-4243-5859+
51%
5656
49
41
Ages18-2627-4243-5859+
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.INT_WRG.Whenabrand'sattempttoengageorinteractwithyougoeswrong,whatarethemostcommonreasonswhy?Pickallthatapply.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.,andbyage.“Lackrelevance”isanetofitems1,5-8.“Lackauthenticity”isanetofitems2-4.
2023EdelmanTrustBarometer
P.28
51
50
47
Accountabilitymore
effectivetrust-builderthanemotionalconnections
ToEarnTrustWithVulnerableConsumers,
BrandsMustShowTheyWillHoldThemselvesAccountable
Percentwhosay
GLOBAL14
Thiswouldbevery/extremelyeffectivein
buildingorincreasingmytrustinabrand
Owningitsmistakes69
Transparencyaboutitsclimateimpact,supplychain,employeediversity63
Workingwithgovernmenttodevelopregulations
55
Beingculturallyrelevant
InspiringadvocacyamongpeopleItrust
Developinganemotionalconnectionwithme
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.TRST_BUILD.Howeffectivewouldeachofthefollowingbeinbuildingorincreasingyourtrustinabrand?5-pointscale;top2box,very/extremelyeffective.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.
2023EdelmanTrustBarometer
P.29
2023EdelmanTrustBarometerSpecialReport:
TheCollapseofthePurchaseFunnel
1
2
3
Movebeyond
WorkwithZ
Maketrustyour
thefunnel
growthengine
Today’sconsumerswantan
GenZischangingthefaceof
Withtrust,brandactionfuels
ongoingrelationshipwithbrands,
globalcommerce.Theyare
consumeraction–buying,
andmostconsiderationhappens
pragmaticandhighlyinfluential.
advocacyandloyalty.Througha
afterthepurchase.Buildyourbrand
Evenifthey’renotyourtarget,work
reciprocalrelationshipthatbuilds
andmeasurementstrategyaround
withthemtounlockconsumer
trust,youcanunlockgrowth.
theTrustLoop.
actionatscale.
P.30
Appendix:
SupplementalData
2023EdelmanTrustBarometer
P.31
-0+
8786
74737373
62
+18
717170
+10
+10
+13
+12
+11
68
64
79
76
+9
+8
+8
+8
+6
+7
+5
+5
WePlaceMoreValueonBrandsThatAddressOurVulnerabilities
CountryFindings
GLOBAL14
Whichtypeofbrandismoreattractive?
Brandsthatincreasemysenseofsafetyandsecurity
○Significantchange
73%
+9
pts
Change,
June2022to
June2023
or
Brandsthatsparkmysenseof
adventureandthrill-seeking
27%
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.ATTRACT.Youareabouttoseeaseriesoftwochoices.Pleasepicktheonethatbetterdescribesthetypeofbrandsthatyouaremoreattractedto,orthatyoufindmoreappealing,thesedays.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.32
WeConsidertheGeopoliticalImpactofBuyingForeignBrands
CountryFindings
Percentwhosay
GLOBAL14
TherearebrandsthatIwillnotbuy
becauseofthecountriesin
whichtheyareheadquartered
77%
94
93
87
85
83
73
67
63
63
80
76
76
71
74
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.WILL_BUY.Usingthescalebelow,pleaseindicateyourattitudetowardsbuyingbrandsfromcompaniesheadquarteredineachofthefollowingcountries.4-pointscale;codes3-4,IwillnotbuyorIavoidbuyingfrombrandsheadquarteredinthiscountry.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.Datashownisanetofall13foreignmarketsshowntotherespondent.
P.33
Global14
Brazil
Canada
China
France
Germany
India
Japan
Mexico
Saudi
Arabia
S.Africa
S.Korea
UAE
U.K.
U.S.
Thisisanimportant
4
2
4
2
5
2
1
2
93
91
90
922
932
881
844
5
5
7
874
90
91
91
5
87
842
824
750
10
823
8
9
88
92
92
882
884
850
84-1
911
880
883
840
Itoffersgoodvalueforthemoney
Itoffersthebestquality
Itrustit
Itisconvenienttofind,buyanduse
91
89
88
84
92
90
89
84
2
1
3
4
93
89
86
83
90
90
89
84
3
1
3
-1
93
93
86
86
3
3
1
2
92
90
87
84
1
0
1
-1
87
85
85
84
1
-1
3
2
88
90
89
86
1
1
1
2
6
4
7
863
WhenConsumersFeelVulnerable,theNeedtoTrustBrandsGrowsMoreUrgentCountryFindings
Percentwhosay
GLOBAL14
-0+
Change,June2022toJune2023
Significantchange
considerationwhenI
buyabrand
%+/-%+/-%+/-%+/-%+/-%+/-%+/-%+/-%+/-%+/-
%+/-%+/-
%+/-%+/-
%+/-
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.TRUST_IMP.Whenitcomestobrandsingeneralthatyouwillorwillnotbuyoruse,categorizeeachofthefollowingattributesbasedonwhetheritisacriticaldealbreaker,importanttohave,ormerelyanicetohave.3-pointscale;codes1-2,criticaldealbreakerorimportant.Generalpopulation,14-mktavg.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.34
+4
+10
+7
+10
GenZTransformsHowConsumersBuyProductsandInteractWithBrands
CountryFindings
Percentwhosay
-0+
○Significantchange
Change,June2022toJune2023
Teenagersandcollege-agedpeople
influencewhereandhowIshop
68%
+7
pts
Change,
June2022to
June2023
90
83838281
72
66
6059
5352
47
+10
+11
+11
+24
57
74
+6
+2
+2
+1
+5
+4
2023EdelmanTrustBarometerSpecialReport:TheCollapseofthePurchaseFunnel.KID_INFLU.Towhatdegree,ifany,wouldyousaythatthefollowingthingsaboutyouandyourbehaviortodayhavebeeninfluencedbyteenagersand
college-agedpeople?5-pointscale;codes3-5,moderateormoreinfluence.Questionaskedofhalfofthesample.Generalpopulation,14-mktavg.Year-over-yearchangesweretestedforsignificanceusingat-testsetatthe99%+confidencelevel.
2023EdelmanTrustBarometer
P.35
PurchaseisNottheEndpoint:ForMany,It’stheStartingPoint
CountryFindings
Percentwhosay
GLOBAL14
Iuncoverthingsthatattractmeandmakeme
loyaltoa
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