Social Trust Survey GfK Noblet Media CIS report 2011 Ukraine

SURVEY OF PROSPEROUS CONSUMERS’ TRUST IN UKRAINE

2

3. Incomes of population and prosperous consumers

Content

2. Key findings and recommendations

1. Objectives and methodology

4. Trust in public institutions

5. The companies’ reputation perception and the impact of trust on consumer behavior

6. Trust to channels and forms of communication

7. Socio-demographic characteristics of prosperous Ukrainians

3

Why investigate the trust?

Successful business is based on trust worldwide. According to the data provided by Edelman Trust Barometer, countries with the most rapidly developing economies (China, India, Brazil) are characterized by the highest trust in business in particular and in public institutions in general.

The general trend in 2011 - the fall of social trust on the background of deteriorating economic and social well-being of prosperous consumers and population of Ukraine as a whole. The trust to the public organizations as well as to the information decreased. In 2011 it becomes more difficult to gain the trust of prosperous consumers.

After a certain burst of optimism in 2010, in 2011 consumers returned to the caution and suspicion typical for 2009. Reputational characteristics of the company are largely determined by consumer behavior: 64% purchased products and services from companies they trust, 51% recommended them to friends and colleagues, 50% refused to buy the product / service of companies they did not trust. In 2011, consumers have become more responsive to negative information about companies: 69% did not buy products of the company they do not trust, even if they were cheaper then analogues (62% in 2010).

4

Why investigate prosperous consumers?

prosperous consumers : The most active consumers, make important decisions about major purchases / investments Usually well educated and informed, occupy managerial positions in companies / organizations Represent a reference group and are "opinion leaders" for the rest of the population as the most

active, informed and respected element of society.

IN FACT THEY DETERMINE ECONOMIC LIFE OF THE COUNTRY

5

Defining prosperous consumers

During the interviews Ukrainians are inclined to understate and disguise their real incomes, therefore we use the scale of subjective evaluation of prosperity to define the living standards.

Forced to scrimp on food

Enough for food. To purchase clothes or footwear need to save or borrow

Enough for food, necessary clothing and shoes. For such purchases as a nice suit, a mobile phone, a vacuum cleaner

need to save or borrow

Enough for food, clothing, footwear and other purchases. To buy expensive things (TV, fridge) need to save or

borrow

Enough for food, clothing, footwear , expensive purchases. For such purchases as cars, apartments need to save or to

borrow

PROSPEROUS CONSUMERS

In the first half of 2011 - the share of prosperous consumers in the total population of large cities (more than 500 thousand inhabitants) was 32%. .

3%

29%

38%

18%

11%

What would you say about the financial situation in your family?

6

The idea of survey was suggested by Edelman Trust Barometer. The study was conducted in 2009, 2010 and 2011 with the same methodology:

Method: Computer-aided telephone interviews (CATI)

Sample: 200 interviews with prosperous consumers aged 24-55 years, that bring the major or a significant part of income to the family. Maximum statistical error for the criteria share of 50% with 95% trust level is 6.9%.

Geography of study: Kiev, Donetsk, Kharkiv, Odessa, Dnipropetrovsk, Lviv

Poll time period: 1st wave of the survey: August 17-27, 2009

2nd wave of study: August 18 - September 3, 2010

3rd wave of study : August 15 - August 29, 2011

Project managers: Maxim Zhumenko, Researcher of Services Market Research Department

E-mail: [email protected]

Inna Volosevich, Senior Researcher of Market Research Department

E-mail: [email protected]

7


Content




5. The companies’ reputation perception and the impact of trust on consumer behavior 6. Trust to channels and forms of communication


8

Key findings (1)

In 2011 the share of prosperous consumers as well as their income, decreased. Such situation is accompanied by reduction of social trust:

- To public institutions (business, government and public organizations); - To different media and information as a whole. In 2011 only a quarter of prosperous Ukrainians are ready to believe the secured information from one, even a reliable source (33% in 2010).

Prosperous consumers have more trust in public organizations (32%), media (30%) and business (28%) than in government (15%), and the balance of trust to all institutions is negative. In 2011 we can see a statistically significant decrease in trust to the government.

Youth of 24-34 years trusts more to all social institutions, than generations of 35-55 years. This gives hope for the strengthening of social trust in the future.

The majority believe that the government is creating favorable conditions for the big business, but not for small and medium. Conditions for small and medium business are estimated in 2011 as insufficient, and conditions for big business – as sufficient, even more often than in 2010.

Among various industries, the most trusted are companies operating in the field of technology and communication , the least trusted are insurance and medical companies. Significantly decreased the trust to the industrial, construction and energy organizations (possible explanation: these industries are often associated with the actions of government).

* Data from this survey is not comparable with data from Edelman Trust Barometer, but can be compared on the level of trends

9

Key findings (2)

The negative balance of trust in public institutions, which is observed in Ukraine , is a rare phenomenon in the world. According to data from Edelman Trust Barometer*: if a negative balance of trust in government, business and media is typical for many countries, the negative balance of trust to public institutions is typical for only one country out of 23 - Russia. The negative balance of trust in public organizations in Ukraine may be explained by the relatively low level of trust to the NGO in such areas as economic and democratic development as well as ecology, that are trusted by less than a third part of respondents. Among the prosperous Ukrainians more popular are - humanitarian NGOs: sporting, cultural, automotive, women, - as well as organizations in the field of consumer protection.

Among the international non-governmental organizations the most trusted is UNO, also the positive balance of trust have the World Bank, IMF and EBRD, the least trusted is CIS.

Among religious organizations, the positive balance of trust have only Ukrainian Orthodox Church (Kiyv Patriarchate) and the Pope of Rome, a negative balance - the Ukrainian Orthodox Church (Moscow Patriarchate), the patriarch Cyril and Ukrainian Greek Catholic Church.

*Data from this survey is not comparable with data from Edelman Trust Barometer, but can be compared on the level of trends

10

Key findings (3)

In 2011, against the background of general decline of trust, consumers become more responsive to negative information about companies: 69% did not buy the products of company they do not trust, even if they are cheaper than analogues (62% в 2010). In general, most prosperous consumers tend to purchase products / services of companies they trust, and recommend them to others.

The quality of products/services, jobs creation, law abidance, attitude to own employees and environmental care are the most important factors of the company's reputation. However, most prosperous consumers are skeptical to the general notion of "social responsibility" of Ukrainian companies.

Scientists, friends and professional community are the most reliable sources of information, while celebrities and officials are the least trustworthy sources of information.

The most popular sources of information about the companies and the products / services, apart friends and "people just like me“, are the news on TV and internet sites. Specialized press is trusted the most. The frequency of Internet use grows, the use of other media has a tendency to decrease.

11

Recommended strategies of communication with prosperous customers: what to say?

More effective messages: Care about quality - care more about prices;

"Fair Play" at the market, compliance with laws;

Environmental care;

Employee care.

Less effective messages: Ukrainian company;

International company, foreign managers;

Innovative company;

Industry leader;

Socially responsible company.

12

Recommended strategies of communication with prosperous customers: how to speak?

Considering the growth of information that reaches the consumer, and the reduce its credibility, it is recommended to pay more attention not to mass, but to targeted advertising, oriented on opinion leaders in particular areas, who will communicate the message to a less active part of the audience. Attention and trust to the information received from friends / reference group, are significantly higher than attention and trust to any media. This recommendation is especially relevant for the promotion of new products and news.

Opinion leaders are usually the most educated and wealthy people, and their media preferences may differ significantly from the preferences of the general audience.

For targeted advertising and new products promotion internet and press are more suitable than TV and radio, that are oriented on a mass audience and are more suitable for brands mass loyalty securing.

13

Recommended strategies of communication with prosperous customers: whose authority to be supported by?

The positive balance / high confidence: The negative balance / low confidence:

International Organizations:

UNO, EU, World Bank, IMF, EBRD CIS

Religious Organizations:

UOC-KP, the Pope UOC MP, the Patriarch Kiril, UGCC

Public organizations, activities:

Sport, consumer protection, cultural development, women's organizations

The trade unions, economic / regional development

Business, sphere of activities:

Machinery and technology, communication Insurance, medical and energy companies, banks

People:

Scientists, analysts and independent professional experts

Officials, celebrities, employees, doctors

14

3. Доходы населения и обеспеченных потребителей

Content

2. Основные выводы и рекомендации

1. Цели и методология исследования

4. Доверие к общественным институтам

5. Восприятие репутации компаний и влияние доверия на потребительское поведение

6. Доверие к каналам и формам коммуникаций

7. Социо-демографические характеристики обеспеченных украинцев








15

Incomes of population and prosperous consumers. Main results and findings.

In 2010 we saw the rise of the welfare of Ukrainians after severe crisis of 2009. "A sigh of relief" caused a rapid increase in economic optimism and consumer expectations, especially in the group of prosperous Ukrainians. An important factor of optimism was also a change of president and the government, that had at that time the high credibility of the voters. However, in 2011 the level of welfare has decreased considerably because of higher prices for consumer goods and tariffs for housing and communal services. That resulted in a decline in consumer confidence and social trust.

In the overall structure of the population of large (more than 500 thousand inhabitants) cities, in the first half of 2011, the share of wealthy consumers was 32% compared with 37% in 2010. Subjective assessment of well-being has declined, even in comparison with the crisis of 2009 and reached the level of 2004. Most strongly changed the proportion of extreme segments: the percentage of the most prosperous has fallen from 7% to 3%, and the percentage of poor has increased from 5% to 11%, almost to the level of 2004. For comparison, in the crisis of 2009 the share of the most prosperous was 6% of the population, and the poorest - 5%.

Incomes of prosperous consumers surveyed in this study, also decreased: increased by 4% the share of people declaring the level of family income below 4,000 UAH per month, the share of people with income more than 7000 UAH per family fell from 39% to 28%. In this case, it should be noted that the share of those who refused to give an answer to this question increased from 13% to 22%. This may indirectly indicate the concealment of real income, also due to the decline of social trust.

16

In the post-crisis 2010 Ukrainians experienced a wave of consumer sentiment elevation, replaced by a new decline in 2011

Consumer sentiment index / economic expectations index / current situation index

+

-

2009 2010 2011

Data: omnibus GfK Ukraine, cities with population over 500 thousand people. N=5000 per year in Ukraine (in cities 500 thousand and more + about 2600 per year). 2011'h1 - Data for the first half of 2011, the cities of 500 thousand and more N=1298.

17

Recommended strategies of communication with prosperous customers: how to speak?

Considering the growth of people trust the most people from their reference groups (friends, relatives, friends and colleagues, "the same as me"), the role of communication with "opinion leaders" becomes more important. It is important for Company that wants to be successful to pay special attention to work with "opinion leaders". Since the "opinion leaders" are the most responsive to negative information, considerable resources should also be sent for the negative neutralization.

For information distribution it is recommended to use Internet (news, forums, blogs, social networks, their own website) and TV (news). In this case, the credibility of these sources is twice lower than of the specialized business press, so it is recommended to fix messages by publications in professional journals.

prosperous Ukrainians best absorb information in a journalistic and analytical format with the involvement of academic and professional expertise.

18

In 2011, the welfare of the population has fallen quite significantly. Most strongly changed the proportion of extreme segments: the percentage of the most prosperous has fallen from 7% to 3% and the proportion of poor increased from 5% to 11%, almost to the level of 2004.

Что бы Вы могли сказать о финансовом положении вашей семьи?

What would you say about the financial situation in your family?

Data: adjusting study of TV panel GfK Ukraine, cities with population over 500 thousand people. N=5000 per year in Ukraine (in cities 500 thousand and more + about 2600 per year). 2011'h1 – Data for the first half of 2011, the cities of 500 thousand and more N=1298.

2004

2005

2006

2007

2008

2009

2010

20

11

'h1

2004

2005

2006

2007

2008

2009

2010

20

11

'h1

2004

2005

2006

2007

2008

2009

2010

20

11

'h1

2004

2005

2006

2007

2008

2009

2010

20

11

'h1

2004

2005

2006

2007

2008

2009

2010

20

11

'h1

Here and further circles denote statistically significant differences in probability level 80%: Blue - reduction, red – increased rate compared with the previous year. Subgroups of respondents compared with total sample.

19

Income of respondents: in 2011 we can see some decrease in prosperous consumers incomes.

The average monthly household income according to respondents’ words

Subjective assessment of income

20


Content














21

Trust to public institutions. Main results and conclusions (1)

According to data from Edelman Trust Barometer, in 2011 the world has seen a general increase of confidence in all public institutions. In Ukraine there is an opposite tendency - the credibility of all institutions is decreasing.

It is interesting that almost identical trends in social trust we can see in Ukraine and in the United States: confidence increase in 2010 and decrease in 2011. Common for U.S. and Ukrainine trend is likely due to the similarity of economic and political events. In early 2010, in the United States and in Ukraine, the improved economic situation superimposed on presidential elections, as a result to power came politics, who enjoyed considerable support and associated with great hopes. In 2011, the slowdown in economic growth and unpopular actions of the authorities (in Ukraine – unpopular reforms and political persecution of opposition, in USA – growth of external debt and the threat of default) provoked a new round of distrust to public institutions.

In 2011, significantly reduced the credibility of authorities, we can also see a trend of trust reduction to other institutions. Among public institutions, prosperous consumers trust more public organizations (32%), media (30%) and business (28%), than power (15%). 35-55 years old respondents trust less government and business. Among younger people do not trust business 36%, among older people – 53%.

22

Trust to business. Main results and conclusions (2)

In conditions of declining trust to business in 2011, the support level of state control over the business remains stable: 51% of surveyed in 2011. There has been an interesting trend: within the group disagreed with tightening of state control over the business the share of those, who do not trust business increased from 22% in 2009 to 34% in 2011. It means that people are aware of the need for control the business, but do not entrust this function to the state. In economically developed countries the function of control over business and state belongs to NGOs and media, in Ukraine this function is limited due to the low level of trust to NGOs and media. Some control is made by consumers rights protection organizations that have one of the highest ratings of confidence among NGOs.

60% of respondents believe that the government creates favorable conditions for large businesses (51% in 2010), 20% - for medium and 15% - for small. This means that prosperous citizens of Ukraine got a stronger belief in 2011 that the government supports big business to the detriment of small and medium.

The belief that government acts in favor of large corporations may have caused the decline of confidence in the industry, which concentrates a large share of big business - industry, energy, construction and technology fields. In general, the most trusted companies are in the field of technology and communication, less - insurance and healthcare companies. The credibility of the companies working in the field of technology and communication, and distrust to insurance and financial services companies is typical for most of the countries surveyed by Edelman Trust Barometer, whereas distrust to medical and pharmaceutical companies is unique enough for Ukraine.

23

Trust to NGOs. Main results and conclusions (3)

prosperous Ukrainians trust more public organizations than business and government (32%, 28% and 15% respectively). UN has lost some level of trust of wealthy Ukrainians, being nearly equal to the level of trust to European Union. Confidence in the UN might be falling due to insufficiently active and effective participation in the events of spring 2011 in North Africa, where there have been some revolutionary changes of political regimes. UN, EU, World Bank, IMF, EBRD have a positive balance of trust and the CIS - negative.

Among religious organizations, the UOC-KP and the Pope have a positive balance of trust and the UOC MP, the patriarch of Constantinople and Moscow and UGCC - negative.

Within general trend of falling confidence in the NGOs, the share of people who do not trust any of NGOs, has decreased from 13% to 9%. They trust the most organizations working in the field of sports, consumer protection and culture, and the least - organizations working in the field of democratic and economic development and trade unions. We can conclude that the Ukrainians feel the least activity of NGOs in economics and human rights. As for the trade unions, in addition to the fact that most workers do not feel any support from them, we can assume that the older generation nostalgic for the Soviet trade unions, mass providing vouchers and other benefits.

24

prosperous consumers trust more public organizations (32%), media (30%) and business (28%) than power (15%). In 2011, there is a general trend of confidence decrease in all institutions.

Q1, 2, 6. How much do you trust public authorities / How much you trust business/ How much you trust NGOs/media do what they believe is correct? [9-point scale, where 1-4 represents distrust, 5 - neutral attitude, 6-9 - trust]

25

Respondents of 35-55 years trust less power and business. And if among young people do not trust business 36%, among the older age group more than half - 53%

Q1. How much do you trust public authorities to do what they think is correct?

Q2. How much do you trust business to do what he believes is correct?

26

In conditions of declining trust in business in 2011, the level of support of business government control has remained stable: 51% in 2011

Q4. Tell me, do you agree or disagree with the opinion that the government should exercise greater control over the business in all industries?

Q2. To what extent do you trust business to do what he believes is correct?

27

Conditions for big business have improved over the year, for medium – became worse, so prosperous citizens fortified in the belief that the government supports big business to the detriment of small and medium.

Q5. Do you think government's efforts to create an enabling environment for small businesses are sufficient ? And for the activities of medium-sized businesses? And for the activities of big business?

26

4

7

3

4

25

25

16

15

12

13

21

20

43

44

38

34

9

19

33

29

47

46

352011

2010

2011

2010

2011

2010

Fully enough Likely enough Likely insufficient Not enough

Big business

Medium business

Small business

28

59

53 5145

42 44 43

34 36

2124

2926

21

6560

4743 44

41 4037

3431 29 28

2320

5754

4644

37 36

47

2831 31

2227

21 22

0

20

40

60

80

100

En

gin

eeri

ng

an

d

Tech

no

log

y

Co

mm

un

icati

on

s

Ag

ricu

ltu

re

Reta

il t

rad

e

In

du

str

ial

man

ufa

ctu

rin

g

Pro

du

cti

on

of

co

nsu

mer

go

od

s

En

tert

ain

men

t

an

d s

ho

w

bu

sin

ess

Co

nstr

ucti

on

Med

ia a

nd

bu

sin

ess

Ban

ks

En

erg

y, O

il a

nd

Gas

Ph

arm

aceu

tics

Med

icin

e

In

su

ran

ce

co

mp

an

ies

2009 2010 2011

Trust in industry (6-9)

Most areas that have experienced rush of confidence in 2010, in 2011 returned to the level of 2009, or dropped in the eyes of citizens even lower. Decreased confidence in the technical, industrial, construction and power sectors.

Q3. How much you trust business in each of the branches to act as they thinks it is correct? [9-point scale where "1" means - do not trust at all, and "9" - completely trust]

29

UN has lost some level of trust of wealthy Ukrainians, being nearly equal to the level of trust to European Union. World Bank and IMF improved their position. UOC-KP is trusted the most among religious organizations.

Q7. I will read the list of international organizations. Please, tell me if you trust their opinion or not?

Q8. I will read a list of religious organizations and leaders. Please, tell me if you trust their opinion or not?

UN

EU

EBRD

World Bank

IMF

CIS

Constantinople Patriarch

Bartholomew.

UOC-KP

Pope Benedict XVI

UOC MP

Patriarch of Moscow

Cyril

UGCC

30

51

44

43

42

40

37

37

35

31

27

27

24

22

9

4

45

50

43

42

36

35

31

40

35

23

30

21

24

13

7

Sport

Consumer protection

Cultural development

Car organizations

Women's organizations

Organization in the social sphere

Charitable organizations

Health care organizations

Ecology and environment

Business associations and organizations

Democratic development, human rights

Economic development, regional development

Trade unions

I do not trust any public organizations

I trust all categories of organizations

2011

2010

Prosperous consumers have the most trust in sport organizations, consumer protection and culture, and the least - trade unions. We can assume that trade unions in Ukraine are perceived more as a relic of the Soviet era.

Q9. Now I will read a list of various categories of non-governmental organizations working in Ukraine, and you name those whom you trust?

31


Content














32

Perception of the companies’ reputation and the impact of trust on consumer behavior. Main results and conclusions.

In 2011, in conditions of general decline of trust, consumers have became more responsive to negative information about the companies: 69% did not buy products of company the did not trust, even if they were cheaper than analogues (62% in 2010). At the same time, falling incomes led to decline in the share of those who paid more for products of trusted companies, instead of cheaper analogues (from 40% to 31% in 2011). 64% purchased products and services from companies they trust, 51% recommended them to friends and colleagues, 50% refused to buy the product / service of companies they did not trust, 44% criticized such companies. Despite the fact that almost all respondents use the Internet, only 10% of them were leaving feedback on relevant sites.

Quality of products / services, job creation and law-abiding are the most important factors a company's reputation. At the same time during the year decreased the importance of company’s owner reputation (from 73% in 2010 to 65% in 2011), as well as the presence of foreign managers.

During the year significantly increased the share of people who do not believe in social responsibility of Ukrainian companies from 22% to 34. Care of employees - the most important factor in corporate social responsibility, philanthropy - the least important.

33

On the general background of falling confidence in public institutions, has resumed a trend of trust value growth in consumer behavior.

Refused to use products and services of the company

Criticized its products in a conversation with friends or colleagues

Did not buy products of that company, even if they were cheaper than analogues

Left negative comments about companies in the Internet

Q20. During the past 12 months, did you implement any of the following actions against the company that you trust? Q21. During the past 12 months, did you implement any of the following measures against the company that you do not trust?

2011

2010

2009

2011

2010

2009

2011

2010

2009

2011

2010

2009

distrust trust

Purchased products and services of this company

Recommended products and services of this company to friends or colleagues

Paid more for products of that company, even if he knew that a similar product of another company would be cheaper

Left a positive feedback in the Internet

34

The quality of products / services, job creation and law abidance are the most important factors of the company's reputation. At the same time during the year decreased the importance of company’s owner reputation, as well as the presence of foreign managers.

Q18. How important to you is each of the following factors of company's reputation? 9-point scale where "1" means - not important, and "9" - is very important ["important" was considered an alternative to 6-9]

35

Employees care - the most important factor in corporate social responsibility, charity- the least important.

Q19. And now evaluate the importance of various factors of Corporate Social Responsibility ["Important" were considered alternatives to 9-6]

92

87

86

83

76

74

87

86

87

87

85

80

The company treats its employees well

The company modifies its products or changes manufacturing

process to reduce the negative impact on the environment

The company fairly runs its business, keeps to the standards

of fair play

The company takes care of the territory where it is located

The company finances socially significant projects

The company is engaged in charity

2011 2010

36

During the year significantly increased the share of people who do not believe in social responsibility of Ukrainian companies from 22% to 34%.

Q20. In general, what is your attitude to socially responsible companies?

37


Content














38

Confidence in the channels and forms of communication. Main results and conclusions (1)

The overall trend of social trust decline is also reflected in the information confidence. In 2011 the share of people willing to believe information from a trusted source has dropped to 25% (33% in 2010), 44% are ready to believe the information heard / read 2-3 times, others need 4 or more confirmations.

The most common source of information about companies and their products are the opinions of reference groups (friends, relatives, acquaintances, "such as you"), as well as television and Internet news. In addition, information from friends and acquaintances has the highest level of confidence, which further updates the importance of communication activities aimed at winning confidence of reference groups. Friends, scientists and professional community are trusted the most, and officials, celebrities, employees of the companies, doctors are the least reliable sources of information.

Internet continues to be the main distribution channel for business news, frequency of Internet use for business news is increasing, the frequency of use of other media has a tendency to fall. In general, the frequency of Internet usage is growing. At the same time, consumers’ incomes growth is accompanied by internet usage increase. Men use Internet more frequently than women.

39

Confidence in the channels and forms of communication. Main results and conclusions (2)

News are usually discussed at work and at home, by men – more often at work and with friends, by women – more often in family. Older people often discuss news with colleagues and family, youth communicates more with friends.

Half of the respondents discuss news with 3 - 5 people. 20% of respondents, who discuss news with 5 or more persons, may be classified as opinion leaders who are the most responsive to information about companies.

40

The trend of information credibility reduce continued in 2011: share of people willing to believe one source of information has dropped to 25%.

Q17. Thinking about everything you see or hear about companies every day (whether positive or negative information), how many times you need to hear anything about a specific company to find this information accurate?

41

Friends, scientists and professional community are most reliable , and officials and celebrities, the most unreliable sources of information

Q14. If you hear information about the company from each of these people, how would you rate her credibility? [Variants "absolutely reliable" and "very reliable"]

42

The most common source of information about companies and their products are the opinions of reference groups (friends, relatives, acquaintances, "such as you"), as well as television and Internet news.

Q11. What sources of information you use the most often to get news about companies and their products?

43

information from friends and acquaintances has the highest level of confidence, which further updates the importance of communication activities aimed at winning confidence of reference groups.

Q10. Please rate the reliability of each of the following sources of news about companies and their products.[Variants "absolutely reliable" and "very reliable"]

Traditional

Corporate

Private

Digital

44

Internet continues to be the main distribution channel for business news, frequency of Internet use for business news is increasing, the frequency of use of other media has a tendency to fall.

Q12. How often do you watch, read or listen business news on ...?

Internet

Television

Radio

Media

45

In general, the frequency of Internet usage is growing. At the same time, consumers’ incomes growth is accompanied by internet usage increase. Men use Internet more frequently than women.

Q13. Tell me, how often do you personally use the Internet (does not matter, at home or elsewhere)?

57

70 75

82

71

56

78 80

23

17 15

10

18

21

17 12

5

6 3

4 2

5

2 2 12 5 6

2 9

18

2 5

2009 2010 2011 Male Female Up to 4000

UAH.

4001-7000

UAH.

More than

7000 UAH.

Once a day, and more Once a week and more Once a month and more Less than once a month never

46

40 41 41 38 43

37 43

52 44 42

36 33 33 28

37

29

35

29 36

30

23 22 25 32

19

31

22 17 18 28

2 2 3 3 3 2

0

20

40

60

80

100

2009 2010 2011 Male Female 24-34

years

35-55

years

Up to

4000

UAH.

4001-

7000

UAH.

More

than

7000 UAH. With colegues at work

At home with family

With friends

Leave comments on online forums

Forward links to the news - by e-mail, icq, etc.

The news is usually discussed at work and with the family, whereas men would rather discuss it at work, while women – with the family. Older people often discuss news with colleagues and family, youth communicates more with friends.

Q16. With whom do you usually discuss the news?

47

Half of the respondents discuss news with 3 - 5 people. 20% of respondents, who discuss news with 5 or more persons, may be classified as opinion leaders.

Q15. When you learn about the news you are interested in, with how many people do you discuss them?

Opinion leaders, 20%

48

Opinion leaders are the most responsive to information about companies.

Q20. Have you committed any of the below listed actions towards the company you trust over the last 12 months? Q21. Have you committed any of the below listed actions towards the company you do not trust over the last 12 months?

Refused to use products and services of the company

Criticized its products in a conversation with friends or colleagues

Did not buy products of that company, even if they were cheaper than analogues

Left negative comments about companies in the Internet

Bought products and services of the company

Recommended its products in a conversation with friends or colleagues

Paid more for products of that company, even if he knew that a similar product of another company would be cheaper

Left positive comments about companies in the Internet

distrust trust

Opinion leaders

Others

Opinion leaders

Others

Opinion Leaders

Others

Opinion leaders

others

49


Content













7. Social and demographic characteristics of prosperous Ukrainian

50

Gender and age

Age Gender

51

Education and employment status

Employment status Education

52

Geography

Country

News & Politics

Social Trust Survey GfK Noblet Media CIS report 2011 Ukraine