Continuing with the ‘TRUST’ theme, we wanted to better understand which broad industries and sectors consumers thought were the most trustworthy. In February 2012 we presented panellists with a list of 20 industries / sectors and asked them to pick ONE which they thought the most trustworthy.
The list was not necessarily all-encompassing, but it does present some interesting insight. More than 7000 people voted – and here is the top 10:
1. Emergency services (31.1%)
2. Charities (14.1%)
3. Supermarkets (8.8%)
4. Universities (8.1%)
5. Banks / Building Societies (5.9%)
6. Solicitors / Lawyers (5.9%)
7. Airlines (4.3%)
8. Local tradespeople (3.2%)
9. Pharmaceuticals (3.1%)
10. Car manufacturers (2.9%)
It is also worth noting some of the sectors that did NOT make the top 10. With 2.8% of the vote, it is interesting to see that relatively few people say they most trust their local council – significantly lower than the likes of supermarkets and banks.
Of the 20 sectors represented most were primarily consumer facing, however, bottom of the pile (we’re afraid to say!) came the marketing companies – with 0.2% share (just 17 votes!). Utility companies (0.5%) and car dealerships (0.5%) fared only marginally better.
To request a full breakdown of the results (and to see how sectors such as estate agents, insurance companies and mobile phone networks rated), please call Jo Iaconianni at Ci Research on +44(0)1625 628000.