Edelman：2023年信任晴雨表报告购买渠道的崩溃（英文版）（56页）.pdf

1、The Collapse of the Purchase FunnelP.22023 Edelman Trust Barometer Special Report:The Collapse of the Purchase Funnel*The sample size varies by country from 930 to 1,004.14-market global data margin of error:General population+/-1.1 percentage points(n=13,802)Country-specific data margin of error:Ge

2、neral population+/-4.1 to 4.2 percentage points(varies by country based on sample size,n=930 to n=1,004)Margin of error is calculated at the 99%confidence levelMethodology13,8021,000+/-14Fieldwork conducted:May 1 May 12,2023CountriesRespondentsRespondents per country*Statistical significanceSignific

3、ant change+0-Indicates a mathematically significant change in data that can be attributed to a profound change rather than chance.All indicated year-over-year significant changes were determined using a t-test set at a 99%confidence level.BrazilCanadaChinaFranceGermanyIndiaJapanMexicoSaudi ArabiaSou

4、th AfricaSouth KoreaUAEUKU.S.P.3Personal and Societal Threats Heighten Consumer VulnerabilitySpecial Report:The Collapse of the Purchase Funnel.PERS_EMO.How much do you worry about each of the following?9-pt scale,top 4 box,worry.General population,14-mkt avg.Climate change70%67%My health64%Rights a

5、nd freedoms58%PolarizationGlobal conflict67%Misinformation58%59%InflationI am worried about Consumer VulnerabilityChanges the Business of BrandsP.4P.52023 Edelman Trust Barometer Special Report:The Collapse of the Purchase Funnel.ATTRACT.You are about to see a series of two choices.Please pick the o

6、ne that better describes the type of brands that you are more attracted to,or that you find more appealing,these days.Question asked of half of the sample.General population,14-mkt avg.,and by age.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.We P