2021年爱德曼信任度调查中国报告

227-market global data margin of error: General population +/- 0.6% (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- 0.6% (N=25,050+); half-sample global general online population +/- 0.8% (N=15,525). Country-specific data margin of error: General population +/- 2.9% (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by country), except for Nigeria +/- 2.9% (N=1,125).U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500).U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White +/- 3.3% (N=894); all others +/- 4.0 (N=607).Methodology21st ANNUAL EDELMAN TRUST BAROMETER General Online Population1,150respondents per countryAges 18+All slides show general online population data unless otherwise notedInformed PublicMass Population500 respondents in U.S. and China;100 respondents in Nigeria;200 in all other countriesRepresents 17% of total global populationMust meet 4 criteria:‣Age 25-64‣College-educated‣In top 25% of household income per age group in each country‣Report significant engagement in public policy and business newsAll population not including informed publicRepresents 83% of total global population*The 2021 Trust Barometer 27-market global averages (for the general population, mass population and informed public) do not include NigeriaU.S. Post-Election Supplement1,500 U.S. respondents, fielded December 14 to 18, 2020Online survey in 28 countries*33,000+ respondents2021 Edelman Trust Barometer fieldwork conducted from October 19 to November 18, 20203全球27个国家和地区调查数据误差范围：普通网民群体：+/- 0.6% (受访者人数=31,050)；有识公众： +/- 1.3% (受访者人数=6,000)；普通公众：+/- 0.6% (受访者人数超过25,050+)；全球在线受访样本量的一半：+/- 0.8%(受访者人数=15,525)。每个国家和地区调查数据误差范围：普通网民群体受访者：+/- 2.9 (受访者人数=1,150)；有识公众：+/- 6.9% (受访者人数200名起，各国和地区受访者人数不同)，其中中国和美国：+/- 4.4% （受访者人数=500），以及尼日利亚：+/- 9.8%（受访人数=100）；普通公众：+/- 3.0% - 3.6% (受访者人数736名起，各国和地区受访者人数不同) ，除了尼日利亚：+/-2.9%（受访人数=1,125）美国总统选举后补充人数误差范围：+/- 2.5%（受访人数=1,500）美国总统选举后补充人数特定种族误差范围：非西班牙裔白人 +/- 3.3%（受访人数=894）；所有其他人群 +/- 4.0%（受访人数=607）调查方法第二十一次爱德曼信任度调查普通线上受访者1,150每个国家和地区受访者数量年龄 18+除特别注明，该报告所有“总体”的数据都指对普通线上受访者的调查情况有识公众普通公众美国和中国各有500位有识公众；尼日利亚有100名有识公众；其余每个国家和地区有200位有识公众占目标受访群体的17%有识公众的四个标准： • 年龄在25-64岁之间• 大专以上学历• 家庭收入在该市场的对应年龄层位于前25%水平• 经常阅读并参与讨论时政和商业新闻除有识公众以外的所有受访者占目标受访群体的83%*爱德曼信任度调查2021年度中国报告中全球27个受访国家和地区(对于普通受访者, 普通公众和有识公众) 中不包括尼日利亚美国总统选举后补充人数1,500名美国受访者数据于2020年12月14-18日之间收集在全球28个市场进行在线调研*逾3.3万名受访者执行工作于2020年10月19日至11月18日间完成421 YEARS OF TRUST 20012002200320042005200620072008200920102011Rising Influence of NGOsFall of the Celebrity CEOEarned Media More Credible Than AdvertisingU.S. Companies in Europe Suffer Trust DiscountTrust Shifts from “Authorities” to PeersA “Person Like Me” Emerges as Credible SpokespersonBusiness More Trusted Than Government and MediaYoung People Have More Trust in BusinessTrust in Business PlummetsPerformance and Transparency Essential t