â–¶ Entertainment Tonight: Edelman’s fourth annual “Trust in the Entertainment Industry” study found that consumers believe social networks provide a higher value experience compared with other forms of entertainment. Specific findings include:
• While TV was found the most dominant entertainment source in the U.S. (58%), the Internet came in second (38%), followed by radio (17%).
• Among 18-34s, the Internet has surged 15% to be considered by 42% as the primary source of entertainment.
• In this year’s survey, social media has emerged as a major form of entertainment for 73% of those 18-24 and 71% of those 25-34.
• Social networking sites are the entertainment source thought to bring the most value (40%), followed by film producers (37%).
• Consumer attitudes towards trust impact spending decisions: 37% of those who trust entertainment companies spend more, whereas 29% of those who claim not to trust spend less.
• The most important trust factors include whether a brand: prices fairly and competitively (65%); offers high-quality products or services (65%); has transparent and open business practices (62%); and treats employees well (61%).
Source: Edelman