county brands 2010

8/8/2019 County Brands 2010

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2www.rdtrustedbrands.com

European Trusted Brands Survey 2010

Celebrating 10 years of trust

Contents

Page No:

Overview 3

How do you become a Trusted Brand? 7

The Trusted Brand logo and guidelines for its usage 8

Results – Brands:

20 common categories 9

Most nominated brands across Europe 10

All winners by country and category – share of vote 12

Comparison of winners by category – past 10 years 13

The local categories – winning brands 23

Results – Trust in:

Institutions 28

Professions 35

Family and Friends 40

Appendix

i. Response rate by country 2010 v 2009 43

ii. Respondent base 2006 – 2010 44

iii. Respondents by category by country 45

iv. Respondent profile – all countries 46

v. Respondent profile by country 47

vi. Respondent personality 48

vii. Population weightings 48

Sample questionnaire 56

Reader’s Digest circulation and readership by country 60Contacts by country 61




Reader’s Digest Trusted Brands 2010 An overview

About the survey Reader’s Digest European Trusted Brands is now in it’s 10th year, it was first published in 2001

Fieldwork for this study, one of Europe’s broadest consumer surveys, is conducted annually andthe results are available (free of charge) via the internet

In order to allow for tracking over time every effort is made to retain consistency inmethodology, content and presentation of data

Research was conducted in 14 languages across 16 European countries

The primary focus of the study is to find out which brands Europeans trust the most

20 “brand specific” categories are common to every country

In addition to the 20 “common” categories each country had the option to include categories oftheir own choice (known as Local Categories)

All brand questions are “open ended” giving the opportunity for any brand, however small orlocal, an equal chance of being nominated

Fieldwork has traditionally been conducted by mail (apartfrom the U.K.). However, this year, 8 countries took the on-line option for data gathering (see below)

In total 32,163 responses were analysed across 16countries

Sample selection and results were weighted, with the aimof reflecting the broad population profile of each countrywhere the survey was undertaken. Response from thoseaged 15–19yrs was low, so we excluded this group fromour analysis to avoid over weighting and misrepresentationof brand preference

Each country had a “target maximum” number of responses, this varied according their needs.Germany had an especially high target response to enable detailed analysis and comparisonbetween East & West

Respondents in Germany represent 25% of the total sample. So, to fairly reflect thepersonalities and opinions of all respondents, each country was given an equal weight. Hence“Average all countries” for personality traits, trust in institutions, professions etc. reflects the“average of the average” across all 16 countries

Data processing and tabulation for all countries (postal and on-line) was conducted by WymanDillon Ltd. who are based in Bristol

Across Europe almost 131,000 different names were nominated by respondents as their mostTrusted Brands

The category of cars contains by far the highest number of brand nominations (>21,000) and“vitamins” the least (7,444). Breakfast cereal is also low (10,218). This is because bothcategories had a high number of generic nominations e.g. muesli, apple etc. which wereexcluded from the analysis.

32,163 participantsacross Europe



131,000 unique

nominations for

Trusted Brands


Reader’s Digest Trusted Brands Survey 2010 An overview

About the questions - postal

To begin, respondents were asked to indicate their degree of trust in 16 institutionsincluding banks and trade unions

They then indicated their level of trust in 20 professions ranging from car salesmen tofarmers

A new section “Trust in Family and Friends” was added this year

From a list of 30 personality types respondents indicated the adjectives that bestdescribed them

The 20 common product categories have remained the same for the past 5 years (since2006)

After nominating their most “trusted brand” in each category, respondents rated thatbrand in terms of “Quality”, “Excellent Value”, “Strong Image” and “Understandscustomer needs”. They also indicated if they were a customer/buyer of the brand they’dnominated and if they would recommend the brand to others

The on-line questionnaire:

Although the content of the on-line questionnaire was the same as for the postal survey thenature of the medium allows for more interaction. Categories were rotated and interspersedwith questions about trust in professions, institutions, family & friends and personality



>15,000 people

named their trusted

brand of PC


Reader’s Digest Trusted Brands Survey 2010 An overview

The 20 categories common to each country are:

Car

Kitchen ApplianceCameraPersonal ComputerMobile Phone HandsetMobile Phone Service ProviderInternet Service ProviderHoliday Company/Tour OperatorBank Building SocietyCredit CardInsurance CompanyPetrol RetailerVitamins

Analgesic/Pain ReliefCough/Cold Remedy

Hair Care ProductCosmeticSkin Care ProductSoap PowderBreakfast Cereal

A list of the local categories (as chosen by each country) can be found in the results section

Countries included in the survey are:

Country Language Fieldwork

Austria German postBelgium Flemish & French on-lineCzech Republic Czech on-line

Finland Finnish postFrance French on-lineGermany German postHungary Hungarian on-lineNetherlands Dutch on-linePoland Polish on-linePortugal Portuguese postRomania Romanian postRussia Russian on-lineSpain Spanish postSweden Swedish postSwitzerland German & French postUK English on-line

A sample copy of the postal questionnaire (in English) can be found in the appendix at theback of this book.




European Trusted Brands 2010

How do you become a trusted brand?

Awarding Trusted Brands StatusIn each country/category the Trusted Brand is the one receiving the highest number ofnominations. It is a simple and transparent approach which is easy for everyone tounderstand and communicate.

To be included in the published list of nominated brands a brand must achieve 10+ votes.This has been increased from 20 in previous years to allow for more brands to be identifiedand thus evaluated.

The Qualitative Data/Attributes After a respondent names the brand they trust the most in each category, they’re asked torate that brand on 4 criteria – quality, excellent value, strong image, understand customerneeds. Each has a maximum score of 5. The data reported for each brand consists of onlythe opinions of those respondents who voted for that brand – not the sample as a whole.

Attribute scores have only been calculated for brands with 20+ votes.

Attribute AwardsIt’s possible to be top scoring against any of the attributes but not be the No1 “TrustedBrand” in a category. This is because respondents who vote for a brand may recognise aparticular area of strength in just one or two areas.




European Trusted Brands 2010

The Trusted Brands logo and guidelines for its usage

1. Permission in principle is given for winning brands touse the Trusted Brands logo across the full range ofmarketing and advertising materials, including but notlimited to:• advertising campaigns• promotional literature (flyers, brochures, point-of-

purchase materials, company newsletters, annualreports etc.)

• press releases• websites• product (labels, stickers, shipping cartons)

2. Winners may only use the logo in promotional materialswithin the countries where they were awarded TrustedBrand status.

3. Winners must use the logo only in relation to therelevant category of their award.

4. Winners may only use the logo for the year in which itwas awarded, unless the award has been won inmultiple years, in which case reference may be made tothe multiple years for which the award was granted.The year is from 01 January to 31 December.

5. No alteration of the logo design or wording is permittedwithout specific permission. Ideally, the logo should bein either the specified blue, black, or white out of abackground colour but where the colours used by aTrusted Brand in, for example advertising, or packagingdo not allow use of Trusted Brands blue logo, the logo

may be used in other colours to tie-in with the corporatecolours of the Trusted Brand. Only the whole logo canbe used. There should also be space around the logo,as a guide this should be no less than the width of twostars from the logo edge.

6. Winners may not use the logo in conjunction withspecific reference to any competitor or competitiveproduct.

7. Winners desiring to use the logo must submit relevantcopy and/or materials to Reader’s Digest forauthorisation in advance of use. Reader’s Digest agreesto respond promptly to all such requests, and reservesthe right to deny any use at any time at our solediscretion. It is further understood that Reader’s Digest

may not be held responsible in any way for any claimsarising out of the use of the logo by winners.

8. No endorsement of the winning brand(s) by Reader’sDigest or its editors is given or may be implied.

For further information or clarification contact Gavin Murrayon 020 7715 8927 or at [email protected].

January 2010




Results - the Trusted Brands

20 common categories

20 brand categories are “common” to every country.They’ve remained unchanged for the past 5 years, with onlyminor amendments in the years prior to that.

In addition to the common categories, each country hadthe option to include a range of categories of their ownchoice (known as Local Categories).

The winning brand (in each country) is the one that receivesthe highest number of nominations in that country. There isno award for an overall winner across the 16 countries.

The category questions are “open ended” givingrespondents the freedom to nominate any brand of theirchoice in answer to the question: Tell us the brand youbelieve most deserves to be called your “most trusted

brand”. This method gives all brands an equal chance ofbeing nominated, regardless of whether or not they arelocally or internationally known.

Most nominated brands across thecommon categories

• Nivea continues to be the brand of skin care that people

universally trust the most (winner in 16 out of 16countries). A status the brand has held for 6 years

• Nivea also wins Trusted Brand of cosmetic in 7

countries, increased from 5 in 2009

• For the first time in 10 years Nokia is no longer the

Trusted Brand of mobile phone in every country. It wasnarrowly beaten by Samsung in France and SonyEricsson in Sweden

• There is no change to the line up of trusted brands in

the category of credit card. In 14 out of 16 countriesVisa retains the pole position

• Canon is now the trusted brand of camera in 14

countries, taking over from Sony in Romania and Spain.In Poland Sony regained its No1 position from Canon

• Kellogg’s is the trusted brand of breakfast cereal in 10

Western European countries, with Nestlé predominatingin 3 out of 5 CEER countries + Portugal

• VW has regained its position as Belgium’s most trusted

brand of car but Mercedes has lost to Toyota in Portugal

and Dacia in Romania

• For the first time Bosch is the Trusted Brand of kitchenappliance in 3 countries

• Soap powder is one of the most stable categories with

virtually no change in winners over the years

• Perhaps unsurprisingly, in the current economic climate,

there were changes to the Trusted Brands ofbanks/building society in Belgium, Romania, Spain andU.K.

• Trusted brands in the health, financial and travel

categories remain diverse and local across the 16countries

• Mobile phone service providers also tend to be local.

Orange was the only brand to win in 3 countries,Vodafone and T-Mobile came top in just 2 countrieseach

• The most dynamic and “local” of all categories is that of

ISP (Internet Service Provider) where a different brandwon in each of the 16 countries. There were also anumber of changes in winning brand over 2009

For further information (e.g. brand attribute scores) andnames of all runners up in each country please contact thecountry representative – details can be found on the final

page of this book.





Most Trusted Brands across Europe 2010


Brands winning in No.3+ countries: Countries:

2010 2009

Nivea (skin care) 16 16

Nokia 14 16

Visa 14 14

Canon 14 13

Kellogg's 10 10

HP/HP Compaq 7 9 Ariel 7 6

Nivea (cosmetic) 7 5

Miele 6 6

Nestlé 4 5

Dell 4 4

Aspirin 3 4

Avon 3 4

Centrum 3 4

VW 3 4

Pantene 3 3

Persil 3 3

Toyota 3 3

L'Oréal (Hair care) 3 2

Schwarzkopf 3 2

Opel 3 2

Orange 3 2

Bosch 3 1




Categories with most “multi country” winning brands:

Category Number of different Brands winning in

brands winning more than 3 countries

across Europe in this category

Skin Care 1 Nivea

Mobile Phone 3 Nokia

Camera 3 Canon

Credit Card 3 Visa

Breakfast Cereal 4 Kellogg’s, Nestlé

PC 6 HP, DellCosmetic 6 Nivea, Avon

Soap Powder 8 Ariel, Persil

Car 9 Opel, Toyota, VW

Hair Care 9 Pantene, L’Oréal, Schwarzkopf

Kitchen Appliance 9 Bosch, Miele

Mobile Phone Service 12 Orange

Vitamins 13 Centrum

Pain Relief 13 Aspirin

Insurance Company 14 -

Petrol Retailer 14 -

Cold Remedy 15 -Bank/Building Society 15 -

Holiday Company 15 -

Internet Service Provider 16 -






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c a t e g o r y w a s a m e n d e d i n 2 0 0 6 f r o m

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N o k i a

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n c e

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R u s s i a

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C a m e r a

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A u s t r i a

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C a n o

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n o n

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y

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d a k

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2 0 1 0

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A u s t r i a

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T u i

T u i

T u i

T u i

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B e l g i u m

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a t k a t A u r i n k o m a t k a t A u r i n k o m a t k a t A u r i n k

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A u r i n k o m a t k a t A u r i n k o m a t k a t

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a t k a t

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l u b

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D - R e i z e n

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d

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P o l a n d

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O r b i s T r

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P o r t u g a l

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R o m a n i a

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R u s s i a

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H a l c ó n V i a j e s



H a l c ó n V

i a j e s

S w e d e n

C o r t e I n g l é s

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V i n g

V i n g


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V i n g

V i n g


K u o n i

K u o n i

K u o n i

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K u o n i

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i

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o n






C o m p a r i s o n o f w i n n i n g b r a n d

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P e t r o l r e t a i l e r

2 0 1 0

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A u s t r i a

O M V

O M

V

O M V

O M V

O M V

O M V

O M V

O M V

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2 0 1 0

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A u s t r i a

A s p i r i n

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S i l o m a t

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G e r m a n y

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P o l a n d

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P o r t u g a l

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A n t i g r i p p i n e

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R o m a n i a

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T h i s c a t e g o r y w a s i n c l u d e d i n a l l c o u n t r i e s f o r t h e f i r s t t i m e i n 2 0 0 6





Local categories

Each country had the option of including a number of product categories in addition to the 20common categories. These categories tend to be relevant to some countries and not others, orwhere the range of brands available is most likely to be local and not known outside the country.The number of additional categories varied from 8 in Sweden to 20 in Portugal.

Across the 16 countries over 140 different product categories were included, and ranged fromyoghurt to underwear.

• 9 countries included coffee and/or tea but with 8 different winning brands

• Although chocolate/confectionery was chosen by 9 countries, the Trusted Brands are of local

origin i.e. Cadbury in the UK, Fazer in Finland

• The category featuring the most (10 countries) was pet food. Whiskas and Pedigree won in 4

countries each

• Colgate won in 3 of the 6 countries that included toothpaste

• In each of the 4 countries to include mineral water a local brand was the winner

• Local brands won in each of the 6 countries that included beer e.g. San Miguel in Spain and

Baltika in Russia

For full details of nominated brands by country and share of vote please contact your country

representative – details can be found on the final page of this book




Local categories - 2010 winners

Austria

Category Trusted Brand Category Trusted Brand

Food Nestlé Dairy drink Campina

Milk products Nöm Yoghurt Danone

Confectionery Milka Ice-cream Ijsboerke

Soft drinks Coca-Cola Chocolate Cote D'Or

Sparkling wine Henkell Optician chain Pearle

Spirits Spitz Bathroom sanitary equipment Grohe

Clothes Vögele DIY Store Brico

Shoes Geox Liquor store Colruyt

Toothpaste Blend-A-Med Car navigation product Tomtom

Perfume Boss Energy provider Electrabel

Detergent Frosch Probiotic drink Danone

Retailer Spar Beer Jupiler

Coffee/Tea Eduscho Sauce Knorr

Electronic consumer

goods warehouse Van Den Borre

Clothing store C&A

Drugstore Di Delhaize

Hearing aid Laperre

Soy product Alpro

Czech Republic Finland


Washing machine,

dishwasher etc Whirlpool Deodorant Rexona

TV station Ceska Televize Processed food Saarioinen

Creamery Mlekarna Kunin Coffee Juhla Mokka

Radio station Cesky Rozhlas Confectionery Fazer

Television set Panasonic Functional food Becel

Furniture dealer Ikea Natural product A. Vogel

Sparkling wine Bohemia Pet food Whiskas

Jeans Levi Strauss Retail chain S-ryhmäSpa/wellness Luhacovice Hotel chain Sokos Hotels

Sanitary ware Jika Furniture store Asko

Optician Instrumentarium

Custom home plan Jukka-Talo

Real estate agent Op Kiinteistökeskus

Electrical company Fortum

Shipping company/cruise line Silja Line

Spa Ikaalisten Kylpylä

Amusement park Linnanmäki

TV channel MTV3


Local categories





France Germany


Condiments & sauces Amora Food Maggi

Coffee & tea Lipton Milk products Müllermilch

Food low fat, reduced Confectionery Haribo

or anti cholesterol Danacol Soft Drinks Coca-Cola

Mineral water Evian Sparkling wines Rotkäppchen

Hair colourant L'Oréal Spirits Asbach

Cleaning product Mr Propre Clothing C&A

Pet food Friskies Shoes Rieker

Supermarket Carrefour Toothpaste Odol

Gardening Retailer Jardiland Perfume Yves Rocher

DIY Retailer Leroy Merlin Detergents Frosch

Home telephone operator France Telecom Retailer Aldi

Pet shops Jardiland Coffee / Tea Tchibo

Home energy provider EDF

Charity organisation Restos Du Coeur

Amusement park Disneyland Paris

Household battery Duracell

Fast Food Mcdonald's

Organic food Biocoop

Hungary Netherlands


Mineral water Szentkirályi Diet product Becel

Soft drink Coca Cola Optician chain Hans Anders

Beer Soproni Ászok Bed Auping

Tea Lipton Bathroom sanitary equipment Grohe

Coffee Douwe Egberts Omnia Yoghurt Campina

Chocolate Milka Bike Gazelle

Milk dessert Danette Dairy drink Optimel

Frozen foods Iglo Hearing aid Beter Horen

TV station RTL Klub Clothing C&A

Television set Samsung Department store V&D

Food store Tesco Paint Histor

Deodorant Nivea Probiotic drink Yakult

Hair colour Palette Digital TV provider Ziggo

Pet food Pedigree Facial product Nivea

Underwear Triumph Heater Nefit

Soy product Alpro

Health Insurance Company CZ

Beer Heineken


Local categories





Poland Portugal


TV station TVN Chocolate Nestlé

Radio & TV sets Sony Coffee Delta

Investment fund Ing TFI Spread/Margarine Becel

Jewellery and watches Casio Cooking Oil Fula

Food producer Winiary Beer Sagres

Edible oil, margarine Kujawski Pet Food Friskies

Cakes/desserts Dr. Oetker Mineral water Luso

Juice/Mineral water Zywiec Zdroj Hair Colourant L'Oréal

Dietary supplement Naturell Fabric Conditioner Comfort

Herbal/ homeopathic remedy Herbapol Lublin Dishwasher Cleaner Sun

Dental care/mouth care Blend-A-Med Household Cleaner Sonasol

Pet food Pedigree Supermarket Continente

Hypermarket/delicatessen chain Tesco Skin Treatment Halibut

Laxative Dulcolax

Throat Analgesic Mebocaina

Health Insurance Company Multicare

Public Service Company CTT

TV Channel RTP

Small Domestic Appliances Moulinex

Non food Retailer chain Worten

Romania Russia


Bakery Products Vel Pitar Anti-aging cosmetics Avon

Dairy Products Danone Beer Baltika

Meat Products Cris-Tim Canned vegetables Bonduelle

Cooking oil Untdelemn De La Bunica Cheese spread Viola

Spices Fuchs Eau de toilette / Perfume Dior

Mineral Water Borsec Eye care Visine

Pet Food Pedigree Food processor Bosch

Private Hospital Medlife Foot cream anti-varicose Lioton

Natural Food Supplements Walmark Pasta products Makfa

Toothpaste Colgate Mayonnaise sauce Calve

Commercial Center Carrefour Pet Food Whiskas

Clothing Chain store Zara Seasoning Maggi

DIY chain Bricostore Sedative drug Novopassit

Electronic & Home Appliance ChainDomo Shoe care Salamander

Construction Materials Ceresit Shower gel Nivea

Newspaper Jurnalul National Toilet paper Zewa

Radio Station Europa FM Water filter Aquaphor

TV Station Pro TV


Local categories





Spain Sweden


Powdered Milk Nestlé Coffee Gevalia

Chocolate Nestlé Pet Food Whiskas

Toothpaste Colgate Optician Synsam

Cooking sauce Gallina Blanca Mail order company Ellos

Coffee Nescafé Charitable organisation Röda Korset

Butter/margarine Tulipán Cruise company Viking Line

Pet food Pedigree Pal Detergent Ajax

Fast Food restaurant McDonald's Gardening product Gardena

Supermarket Mercadona

Optician Multiópticas

Chain Store El Corte Inglés

Car rental Company Avis

Beer San Miguel

Tyre Michelin

TV Channel Antena 3

Switzerland UK


Coffee Nespresso Airline British Airways

Milk products Migros Chocolate/confectionary Cadbury

Fruit juice Granini Cruise company P&OChocolate Lindt & Sprüngli Food retailer Tesco

Confectionary Ricola Hayfever remedy Piriton

Clothing Charles Vögele Household cleaner Flash

Writing implements CARAN d'ACHE Margarine/butter Flora

Watches Swatch Mortgage lender Halifax

TV/cable provider Cablecom Optician Specsavers

Furniture / interior furnishing Ikea Pet food Whiskas

Natural remedy /homeopathy Similasan Probiotic Actimel

Toothpaste /mouth care Elmex Sun care Nivea

Houshold detergent Migros Toothpaste Colgate

Health insurance Helsana Utility company British Gas

Life insurance Swiss Life Hair colourant L'Oréal

Alcoholic spirits Gordon's

Fabric conditioner Comfort


Local categories



In Portugal only 50%

trust marriage


This question has been reintroduced in its original form “How much trust do you have in thefollowing institutions”. NB: In 2009 respondents were asked to indicate how their trust hadchanged over the previous 5 years. For this reason the 2010 results aren’t directlycomparable with 2009.

Across the 16 participating countries only 3 institutions are trusted by >50% of thepeople questioned: Marriage, The Police, TV and Radio

Overall the most trusted institution is Marriage (68% average across all countries)

31% of people have “a great deal” of trust in Marriage Less than 1 in 3 people trust International companies Lowest levels of trust are in Government, Advertising and Politicians Trust in Politicians (as an institution) is about as low as it can be at 8%. On average 42%

of people say they don’t trust politicians at all”. At 37% trust in Banks is low; however it’s especially poor in France (17%) In Russia trust in the Police (12%) and Civil Servants (3%) is way below any other country Overall levels of trust are highest in Finland and Sweden and lowest in Russia and

Portugal

Average agreement across all countries

Trust Don't TrustRank Profession A great Quite a lot Total Not much Not at all Total

deal

1 Marriage 31% 37% 68% 21% 8% 29%2 Police 12% 47% 59% 30% 7% 37%3 TV and radio 7% 44% 52% 41% 4% 45%

4 Internet 7% 41% 49% 38% 8% 46%5 Environmentalists 8% 38% 47% 38% 10% 49%6 Press 4% 39% 43% 48% 6% 54%7 Church 13% 30% 43% 33% 21% 54%8 Legal system 6% 34% 40% 43% 12% 56%9 Banks 4% 33% 37% 45% 13% 58%10 European Union 5% 32% 37% 46% 13% 59%11 Civil servants 3% 30% 33% 51% 12% 63%12 International companies 2% 30% 32% 52% 10% 63%

13 Trade Unions 4% 28% 31% 45% 19% 64%

14 Government 3% 20% 22% 49% 26% 75%15 Advertising 1% 12% 13% 58% 25% 83%16 Politicians 1% 8% 8% 46% 42% 89%

Results - trust

Trust in institutions




Results - trust


Trust in TV and Radio differs significantly by country, highest in the Nordic countries lowest in France (33%) In Sweden TV & Radio are trusted more than Marriage and the Police Trust in the media (TV & Radio + the press) is lowest in Russia

1 out of 4 people have no trust at all in their Government, most notable in Hungary (53%) and Spain (46%) More than 2 out of 3 people don’t trust Politicians in Czech, Hungary, Poland and Romania.

Have no trust at all in their government or politicians

Trust TV and radio

(a great deal/quite a lot)




Results - trust


Trust in the internet ranges from 23% in Germany to 77% in the *Czech Republic and 72% in *Poland.

Note: *These 2 countries conducted their fieldwork on-line and, in this instance, the profile of respondents is

likely to have influenced their positive response

Trust the internet

(a great deal/quite a lot)




Results - trust


Comparison with 2001 – average agreement across 14 countries*

9 of the 16 institutions were also included in the original 2001 study. 14 countries were common to both years.The question about “Government” was added in 2002.

Overall levels of trust have fallen over the past 9 years Only the Police and Trade Unions have gained trust Trust in advertising has decreased the most, by 37% (from 17% to 11%) Trust in Government has fallen since 2002 by 1/3 (from 35% to 23%) At 36%, trust in the European Union is 10% lower than in 2001 Confidence in the press has reduced from 48% to 42%

*Average across all (14) countries excludes Austria and Romania which were not included in 2001 and 2002

Trust in institution Great deal/quite a lot Not much/none at all

2010 2002 2001 2010 2002 2001

Marriage 66% 74% 71% 30% 24% 26%

Police 59% 58% 54% 37% 41% 43%

The Press 42% - 48% 48% - 50%

Church 41% 48% 43% 56% 50% 54%

European Union 36% 42% 40% 60% 52% 56%

Trade Unions 32% 33% 29% 63% 65% 68%

International companies 31% 40% 41% 64% 56% 55%

Government 23% 35% - 74% 62% -

Advertising 11% - 17% 78% - 80%

Low trust in their government

(not much/not at all)




Results - trust


Trust the police

(great deal/quite a lot)

84% of Russians

don’t trust the

police




Results - trust


R e s p o n d e n t s a g r e e i n g - a g r e a t d e a l / q u i t e a l o t

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0

5 5

M a r r i a g e

6 8 %

7 3 %

6 0 %

7 1 %

7 3 %

5 5 %

7 1 %

7 0 %

7 3 %

7 0 %

5 0 %

7 9 %

5 4 %

6 3 %

7 3 %

6 9 %

7 6

%

P o l i c e

5 9 %

7 8 %

5 4 %

4 6 %

9 0 %

4 8 %

7 7 %

5 1 %

6 1 %

4 9 %

4 6 %

3 5 %

1 2 %

7 4 %

7 6 %

7 4 %

6 8

%

T V a n d r a d i o

5 2 %

5 3 %

5 3 %

5 8 %

8 6 %

3 3 %

5 6 %

3 4 %

5 5 %

5 2 %

4 8 %

4 7 %

2 4 %

4 5 %

8 1 %

6 5 %

4 2

%

I n t e r n e t

4 9 %

3 4 %

5 1 %

7 7 %

4 2 %

3 5 %

2 3 %

6 3 %

6 6 %

7 2 %

3 5 %

6 5 %

3 5 %

4 6 %

4 0 %

3 5 %

5 7

%

E n v i r o n m e n t a l i s t s

4 7 %

6 5 %

4 6 %

3 6 %

2 3 %

4 5 %

5 6 %

5 2 %

4 0 %

4 6 %

3 7 %

6 4 %

4 6 %

4 6 %

4 1 %

5 7 %

4 5

%

P r e s s

4 3 %

4 2 %

4 4 %

4 8 %

6 8 %

3 6 %

4 5 %

3 4 %

4 5 %

5 4 %

3 5 %

3 5 %

1 7 %

5 4 %

5 9 %

4 6 %

2 3

%

C h u r c h

4 3 %

3 7 %

2 7 %

1 4 %

6 5 %

2 4 %

4 0 %

3 4 %

3 6 %

4 2 %

4 2 %

7 0 %

5 6 %

4 7 %

5 4 %

4 3 %

5 3

%

L e g a l s y s t e m

4 0 %

5 9 %

2 6 %

2 5 %

7 6 %

3 1 %

4 6 %

3 7 %

5 2 %

3 0 %

1 2 %

2 2 %

1 9 %

3 1 %

6 0 %

6 1 %

5 0

%

B a n k s

3 7 %

3 6 %

3 2 %

5 4 %

7 4 %

1 7 %

2 2 %

2 5 %

3 7 %

4 9 %

2 6 %

4 3 %

3 3 %

2 4 %

5 6 %

3 8 %

3 0

%

E u r o p e a n U n i o n

3 7 %

2 9 %

4 0 %

3 9 %

3 0 %

3 0 %

2 8 %

4 8 %

3 4 %

5 8 %

3 9 %

6 0 %

2 4 %

5 4 %

3 8 %

2 4 %

2 0

%

C i v i l s e r v a n t s

3 3 %

5 0 %

3 1 %

1 8 %

4 9 %

3 9 %

3 4 %

3 3 %

2 9 %

3 3 %

2 9 %

2 4 %

3 %

3 0 %

3 7 %

4 7 %

3 5

%

I n t e r n a t i o n a l c o m p a n i e s

3 2 %

3 4 %

3 6 %

3 2 %

3 5 %

2 2 %

2 0 %

3 2 %

4 5 %

2 7 %

2 6 %

4 7 %

2 2 %

3 2 %

3 6 %

4 1 %

2 8

%

T r a d e U n i o n s

3 1 %

3 3 %

3 9 %

3 2 %

5 4 %

2 6 %

3 1 %

1 9 %

4 9 %

3 1 %

1 7 %

2 3 %

2 6 %

1 8 %

3 6 %

3 8 %

3 1

%

G o v e r n m e n t

2 2 %

2 1 %

1 4 %

1 3 %

4 2 %

1 8 %

2 3 %

1 4 %

2 7 %

1 3 %

1 3 %

1 1 %

2 9 %

1 1 %

4 6 %

4 3 %

1 5

%

A d v e r t i s i n g

1 3 %

1 2 %

1 5 %

1 1 %

1 1 %

1 1 %

6 %

9 %

1 2 %

2 3 %

1 2 %

2 7 %

5 %

1 5 %

1 3 %

1 6 %

1 6

%

P o l i t i c i a n s

8 %

7 %

7 %

1 %

1 3 %

7 %

9 %

1 %

1 7 %

3 %

3 %

3 %

4 %

4 %

2 0 %

2 6 %

5 %

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average allcountries




Results - trust


R e s p o n d e n t s a g r e e i n g - n o t v e r y m u c h / n o t a t a l l

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0

5 5


8 9 %

9 1 %

9 2 %

9 7 %

8 6 %

9 2 %

8 9 %

9 8 %

8 2 %

9 7 %

7 2 %

9 4 %

9 1 %

9 4 %

7 8 %

7 1 %

9 4

%

A d v e r t i s i n g

8 3 %

8 6 %

8 4 %

8 8 %

8 7 %

8 8 %

9 3 %

9 0 %

8 6 %

7 7 %

6 3 %

6 9 %

9 1 %

8 3 %

8 5 %

8 1 %

8 3

%

G o v e r n m e n t

7 5 %

7 8 %

8 5 %

8 6 %

5 6 %

8 2 %

7 5 %

8 5 %

7 1 %

8 7 %

6 1 %

8 5 %

6 8 %

8 7 %

5 3 %

5 4 %

8 5

%

T r a d e U n i o n s

6 4 %

6 2 %

5 8 %

6 6 %

4 2 %

7 4 %

6 4 %

7 9 %

5 0 %

6 9 %

5 4 %

7 2 %

7 0 %

7 8 %

5 6 %

5 7 %

6 7

%

I n t e r n a t i o n a l c o m p a n i e s

6 3 %

6 1 %

6 2 %

6 7 %

6 1 %

7 7 %

7 5 %

6 6 %

5 3 %

7 3 %

4 5 %

4 6 %

7 3 %

6 4 %

5 4 %

5 4 %

7 0

%

C i v i l s e r v a n t s

6 3 %

4 6 %

6 7 %

8 1 %

4 7 %

6 0 %

6 2 %

6 5 %

6 9 %

6 7 %

4 3 %

7 0 %

9 3 %

6 5 %

5 4 %

4 8 %

6 3

%

E u r o p e a n U n i o n

5 9 %

7 0 %

5 9 %

5 9 %

6 8 %

6 9 %

6 9 %

5 1 %

6 5 %

4 2 %

3 5 %

3 6 %

7 0 %

4 3 %

6 0 %

7 3 %

7 9

%

B a n k s

5 8 %

6 0 %

6 6 %

4 5 %

2 2 %

8 2 %

7 4 %

7 3 %

6 1 %

5 1 %

4 6 %

5 3 %

6 3 %

7 1 %

3 6 %

5 7 %

6 8

%

L e g a l s y s t e m

5 6 %

3 7 %

7 3 %

7 3 %

2 1 %

6 8 %

5 0 %

6 1 %

4 7 %

7 0 %

6 0 %

7 3 %

7 8 %

6 3 %

3 2 %

3 4 %

4 8

%

C h u r c h

5 4 %

6 1 %

7 1 %

8 5 %

3 4 %

7 6 %

5 8 %

6 4 %

6 3 %

5 8 %

3 3 %

2 7 %

4 0 %

5 0 %

4 5 %

5 4 %

4 6

%

P r e s s

5 4 %

5 7 %

5 4 %

5 1 %

3 1 %

6 3 %

5 3 %

6 5 %

5 3 %

4 6 %

4 0 %

6 1 %

7 9 %

4 3 %

3 9 %

5 1 %

7 6

%

E n v i r o n m e n t a l i s t s

4 9 %

3 1 %

5 2 %

6 3 %

7 2 %

5 4 %

4 0 %

4 6 %

5 8 %

5 4 %

3 5 %

3 1 %

5 0 %

5 1 %

5 0 %

3 9 %

5 3

%

I n t e r n e t

4 6 %

6 0 %

4 7 %

2 1 %

5 4 %

6 4 %

7 1 %

3 5 %

3 2 %

2 8 %

3 5 %

2 9 %

6 1 %

4 7 %

4 9 %

6 0 %

4 2

%

T V a n d r a d i o

4 5 %

4 6 %

4 6 %

4 1 %

1 3 %

6 6 %

4 2 %

6 6 %

4 4 %

4 8 %

2 8 %

5 0 %

7 2 %

5 1 %

1 8 %

3 3 %

5 7

%

P o l i c e

3 7 %

1 9 %

4 5 %

5 3 %

6 %

5 1 %

2 0 %

4 7 %

3 7 %

5 1 %

2 6 %

6 2 %

8 4 %

2 3 %

1 5 %

2 2 %

3 1

%

M a r r i a g e

2 9 %

2 5 %

3 9 %

2 8 %

2 5 %

4 4 %

2 6 %

2 9 %

2 6 %

3 0 %

2 5 %

1 8 %

4 1 %

3 3 %

2 5 %

2 7 %

2 3

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria





Results - Trust

Trust in professions

NB: The Police and Politicians were also included in the survey under the heading ofInstitutions (see Trust in Institutions). Results are similar but not identical, the table above(professions) summarises respondents opinions about “the role” rather than “the institution”.

Overall trust in these professions is significantly higher than trust in institutions As in previous years, Fire fighters and Airline pilots are the most trusted professions (92%

and 88% respectively) However, 53% of people trust Fire fighters “a great deal” v 41% for Airline Pilots The medical professions (pharmacists, nurses and doctors) are also regarded highly Trust in the Police (profession) averages 62% (v 59% the Police as an institution) Average trust in priests/church ministers is on par with judges and taxi drivers Trust in Politicians (profession) is lowest at 8% Financial advisors and journalists are amongst the least trusted professions earning the

trust of less than 1 in 3 people


Trust Don't Trust

Rank Profession A great Quite a lot Total Not much Not at all Totaldeal

1 Fire fighters 53% 40% 92% 3% 0% 4%2 Airline pilots 41% 47% 88% 7% 2% 9%3 Pharmacists 27% 58% 85% 10% 1% 11%4 Nurses 30% 54% 84% 12% 1% 13%5 Doctors 26% 56% 82% 14% 1% 16%6 Teachers 17% 59% 76% 18% 2% 20%7 Farmers 19% 56% 75% 18% 3% 20%8 Police 16% 47% 62% 28% 7% 35%9 Meteorologists 8% 48% 57% 34% 5% 39%

10 Judges 8% 39% 47% 38% 10% 48%11 Taxi drivers 5% 41% 47% 39% 10% 50%12 Priests/church ministers 12% 35% 46% 32% 18% 50%

13 Lawyers 6% 38% 43% 44% 9% 52%14 Travel agents 2% 35% 37% 49% 9% 59%

15 Financial advisors 3% 27% 29% 53% 13% 66%16 Journalists 2% 25% 27% 54% 14% 68%17 Trade union leaders 2% 21% 23% 46% 25% 72%18 Football players 2% 17% 19% 45% 31% 76%19 Car salesmen 1% 15% 15% 60% 21% 81%20 Politicians 1% 7% 8% 46% 43% 89%

Trust firefighters




Results - trust


Comparison with 2002 – average agreement across 14 countries*

This question didn’t appear in the original 2001 study. However 11 of the 14 professionsincluded in 2002 were included in 2010. 14 countries were common to both years, only

Austria and Romania were excluded in 2002

Across the 14 countries trust in every profession, apart from teachers, has fallen Even doctors, nurses and pharmacists are trusted slightly less than 8 years ago Trust in pharmacists has fallen quite significantly in Russia (-27%) Trust in politicians has dropped by 41% (from a low average of 14% to an even lower

8%) 89% don’t trust politicians, only Portugal shows an improvement over 2002 (72% v 91%) 81% don’t trust car salesmen, 5% more than in 2002. The lowest level of trust is in

France (92%)

Airline pilots 87% 89% 10% 9%

Nurses 85% 88% 12% 11%

Pharmacists 85% 89% 12% 10%

Doctors 82% 84% 16% 15%

Teachers 77% 76% 19% 23%Taxi drivers 47% 56% 49% 42%

Lawyers 43% 49% 52% 50%

Travel agents 37% 41% 59% 56%

Financial advisors 29% 34% 66% 63%

Car salesmen 15% 21% 81% 77%

Politicians 8% 14% 89% 85%

Trust in profession Great deal/quite a lot Not much/not at all

2010 2002 2010 2002

Trust pharmacists

(great deal/quite a lot)




Results - trust and brands

Criteria of trust

Results - trust


Don’t trust car salesmen

Don’t trust politicians




Results - Trust


R e s p o n d e n t s a g r e e i n g - a g r e a

t d e a l / q u i t e a l o t

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0

5 5

F i r e f i g h t e r s

9 2 %

9 6 %

9 5 %

9 7 %

9 4 %

9 6 %

9 4 %

9 6 %

9 6 %

9 7 %

7 5 %

8 9 %

8 4 %

9 0 %

9 1 %

9 2 %

9 6 %

A i r l i n e p i l o t s

8 8 %

9 4 %

8 4 %

8 8 %

9 5 %

8 6 %

9 2 %

9 0 %

8 8 %

8 2 %

7 5 %

9 0 %

7 5 %

9 4 %

9 1 %

9 2 %

9 1 %

N u r s e s

8 4 %

9 4 %

9 0 %

9 0 %

9 3 %

9 1 %

9 2 %

7 6 %

9 3 %

7 5 %

7 1 %

6 0 %

5 6 %

9 1 %

9 3 %

9 3 %

9 2 %

P h a r m a c i s t s

8 5 %

9 1 %

9 4 %

8 1 %

9 3 %

8 6 %

8 7 %

8 7 %

8 7 %

7 8 %

7 3 %

8 4 %

5 8 %

9 0 %

8 7 %

8 9 %

9 4 %

D o c t o r s

8 2 %

9 0 %

9 0 %

8 8 %

9 1 %

8 6 %

8 4 %

7 3 %

8 9 %

6 3 %

7 0 %

7 4 %

5 4 %

8 9 %

9 0 %

8 9 %

8 8 %

F a r m e r s

7 5 %

8 7 %

7 4 %

7 3 %

7 9 %

7 0 %

7 5 %

6 4 %

8 5 %

6 3 %

6 1 %

6 6 %

7 9 %

8 0 %

7 7 %

8 0 %

8 6 %

T e a c h e r s

7 6 %

6 5 %

8 2 %

8 1 %

8 7 %

6 9 %

6 3 %

7 7 %

8 4 %

7 3 %

6 3 %

7 5 %

7 9 %

8 5 %

7 3 %

7 1 %

8 7 %

P o l i c e

6 2 %

8 2 %

5 8 %

4 9 %

9 2 %

5 0 %

8 0 %

5 5 %

6 4 %

5 2 %

5 0 %

3 5 %

1 8 %

7 9 %

8 5 %

7 8 %

7 2 %

M e t e o r o l o g i s t s

5 7 %

6 3 %

6 0 %

6 3 %

6 7 %

4 5 %

5 8 %

6 7 %

5 5 %

5 2 %

4 9 %

6 6 %

2 6 %

6 9 %

5 6 %

5 6 %

5 4 %

J u d g e s

4 7 %

7 4 %

3 4 %

3 6 %

6 8 %

4 0 %

6 0 %

5 2 %

5 7 %

4 0 %

2 3 %

2 5 %

3 0 %

4 0 %

6 7 %

6 0 %

5 2 %

T a x i d r i v e r s

4 7 %

5 6 %

4 8 %

1 0 %

7 9 %

4 1 %

5 6 %

4 0 %

3 1 %

4 5 %

3 1 %

3 3 %

5 1 %

6 1 %

5 5 %

5 7 %

5 3 %

L a w y e r s

4 3 %

5 7 %

3 5 %

4 5 %

5 4 %

3 9 %

5 1 %

4 0 %

4 6 %

4 0 %

1 6 %

3 1 %

4 6 %

3 7 %

5 1 %

5 1 %

4 9 %

P r i e s t s / c h u r c h m i n i s t e r s

4 6 %

5 4 %

2 9 %

1 7 %

6 9 %

3 0 %

5 1 %

4 0 %

4 0 %

3 4 %

3 6 %

5 8 %

5 9 %

5 0 %

6 1 %

5 5 %

5 9 %

T r a v e l a g e n t s

3 7 %

4 3 %

4 6 %

3 3 %

5 3 %

2 9 %

2 5 %

3 2 %

3 5 %

3 6 %

2 3 %

3 7 %

2 5 %

4 5 %

4 4 %

4 9 %

4 3 %

F i n a n c i a l a d v i s o r s

2 9 %

2 1 %

2 7 %

4 1 %

2 6 %

1 8 %

1 6 %

3 1 %

2 1 %

3 2 %

1 6 %

3 9 %

3 8 %

3 4 %

4 1 %

2 7 %

4 1 %

J o u r n a l i s t s

2 7 %

2 4 %

3 1 %

2 8 %

2 6 %

2 3 %

2 6 %

2 2 %

3 3 %

4 1 %

2 2 %

3 0 %

1 4 %

3 2 %

2 8 %

2 8 %

2 0 %

T r a d e u n i o n l e a d e r s

2 4 %

2 5 %

3 2 %

2 5 %

3 4 %

1 9 %

2 3 %

1 8 %

3 9 %

1 7 %

1 3 %

2 0 %

1 9 %

1 3 %

2 8 %

3 0 %

2 2 %

F o o t b a l l p l a y e r s

1 9 %

1 7 %

1 3 %

1 3 %

2 8 %

1 1 %

1 2 %

1 5 %

1 7 %

1 8 %

1 2 %

2 2 %

5 3 %

1 9 %

3 3 %

1 9 %

9

%

C a r s a l e s m e n

1 5 %

1 4 %

1 8 %

2 3 %

1 9 %

7 %

1 1 %

1 9 %

1 6 %

1 6 %

7 %

1 7 %

1 7 %

2 0 %

1 5 %

2 0 %

8

%


8 %

1 0 %

7 %

1 %

1 0 %

6 %

1 0 %

2 %

1 6 %

2 %

3 %

4 %

5 %

5 %

2 0 %

2 0 %

7

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria





Results - Trust


R e s p o n d e n t s a g r e e i n g - n o t v e

r y m u c h / n o t a t a l l

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0

5 5


8 9 %

8 9 %

9 2 %

9 8 %

8 8 %

9 4 %

8 7 %

9 7 %

8 3 %

9 8 %

7 2 %

9 3 %

9 2 %

9 2 %

7 8 %

7 6 %

9 2 %

C a r s a l e s m e n

8 1 %

8 2 %

8 1 %

7 6 %

7 8 %

9 2 %

8 6 %

7 9 %

8 3 %

8 4 %

6 8 %

7 8 %

7 9 %

7 7 %

8 2 %

7 6 %

9 0 %

F o o t b a l l p l a y e r s

7 6 %

8 0 %

8 5 %

8 5 %

6 9 %

8 7 %

8 5 %

8 3 %

8 2 %

8 2 %

6 2 %

7 3 %

4 2 %

7 8 %

6 5 %

7 6 %

8 9 %

T r a d e u n i o n l e a d e r s

7 2 %

7 0 %

6 6 %

7 3 %

6 3 %

8 0 %

7 3 %

8 0 %

5 9 %

8 3 %

6 1 %

7 4 %

7 7 %

8 1 %

6 5 %

6 4 %

7 7 %

J o u r n a l i s t s

6 8 %

7 2 %

6 7 %

7 1 %

7 0 %

7 6 %

6 9 %

7 7 %

6 5 %

5 9 %

5 1 %

6 5 %

8 3 %

6 1 %

6 4 %

6 6 %

7 8 %

F i n a n c i a l a d v i s o r s

6 6 %

7 4 %

7 1 %

5 7 %

7 0 %

8 1 %

7 9 %

6 8 %

7 7 %

6 8 %

5 5 %

5 6 %

5 8 %

6 0 %

5 1 %

6 7 %

5 8 %

T r a v e l a g e n t s

5 9 %

5 5 %

5 2 %

6 5 %

4 4 %

7 0 %

7 2 %

6 7 %

6 3 %

6 4 %

5 2 %

5 8 %

7 1 %

5 0 %

5 4 %

4 8 %

5 6 %

P r i e s t s / c h u r c h m i n i s t e r s

5 0 %

4 4 %

6 9 %

8 2 %

2 9 %

6 9 %

4 6 %

5 8 %

5 8 %

6 6 %

4 0 %

3 9 %

3 8 %

4 8 %

3 7 %

4 2 %

4 0 %

L a w y e r s

5 2 %

3 9 %

6 3 %

5 3 %

4 2 %

6 0 %

4 5 %

5 9 %

5 2 %

6 0 %

5 8 %

6 4 %

5 1 %

5 6 %

4 2 %

4 3 %

4 9 %

T a x i d r i v e r s

5 0 %

4 3 %

4 8 %

8 9 %

1 8 %

5 7 %

4 1 %

5 8 %

6 7 %

5 5 %

4 5 %

6 3 %

4 5 %

3 6 %

4 4 %

3 9 %

4 5 %

J u d g e s

4 8 %

2 2 %

6 4 %

6 3 %

2 8 %

5 9 %

3 6 %

4 7 %

4 2 %

6 0 %

5 1 %

7 0 %

6 7 %

5 3 %

2 6 %

3 5 %

4 6 %

M e t e o r o l o g i s t s

3 9 %

3 3 %

3 8 %

3 6 %

2 9 %

5 3 %

3 7 %

3 1 %

4 3 %

4 8 %

2 6 %

2 9 %

7 1 %

2 6 %

3 6 %

3 9 %

4 4 %

P o l i c e

3 5 %

1 6 %

4 1 %

5 0 %

6 %

4 9 %

1 8 %

4 4 %

3 4 %

4 8 %

2 6 %

6 1 %

7 9 %

1 9 %

1 4 %

2 0 %

2 8 %

T e a c h e r s

2 0 %

3 2 %

1 7 %

1 8 %

9 %

3 1 %

3 2 %

2 2 %

1 4 %

2 7 %

1 3 %

2 1 %

1 9 %

1 0 %

1 9 %

2 4 %

1 2 %

F a r m e r s

2 0 %

1 0 %

2 4 %

2 5 %

1 8 %

2 9 %

2 0 %

3 5 %

1 3 %

3 7 %

1 3 %

2 8 %

1 7 %

1 3 %

1 5 %

1 5 %

1 3 %

D o c t o r s

1 6 %

9 %

9 %

1 1 %

7 %

1 3 %

1 4 %

2 6 %

1 0 %

3 7 %

8 %

2 4 %

4 4 %

9 %

9 %

9 %

1 1 %

N u r s e s

1 3 %

4 %

8 %

9 %

6 %

8 %

6 %

2 3 %

6 %

2 5 %

7 %

3 6 %

4 1 %

7 %

6 %

4 %

7

%

P h a r m a c i s t s

1 1 %

6 %

5 %

1 8 %

4 %

1 3 %

1 0 %

1 2 %

1 2 %

2 2 %

5 %

1 2 %

3 9 %

4 %

6 %

7 %

5

%

A i r l i n e p i l o t s

9 %

4 %

1 4 %

1 1 %

3 %

1 3 %

6 %

8 %

1 1 %

1 8 %

4 %

7 %

2 2 %

4 %

6 %

5 %

8

%

F i r e f i g h t e r s

4 %

1 %

4 %

2 %

2 %

3 %

2 %

3 %

3 %

3 %

3 %

5 %

1 4 %

4 %

2 %

4 %

3

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria





Results - trust

Trust in family and friends

Trust in friends and family across Europe is high Whilst people trust their family “a great deal”, they’re more likely to trust their friends

“quite a lot” On average 39% don’t trust their neighbours In France, Poland and Portugal less than half trust their work colleagues Trust in neighbours is low (<50%) in Czech Republic, France, Poland, Portugal, Romania

and Russia Although less than half trust their boss this question wasn’t applicable to 13% of people

NB numbers don’t add up to 100% because not everyone answered this question


Trust Don't Trust A great Quite a lot Total Not much Not at all Total Not applicable

deal

Family 66% 26% 92% 5% 1% 5% 1%

Friends 42% 47% 89% 7% 1% 8% 1%

Work colleagues 9% 48% 57% 25% 4% 29% 9%

Neighbours 9% 48% 56% 33% 6% 39% 2%

Boss 10% 38% 48% 25% 9% 34% 13%

Trust family




Results - trust


Trust neighbours and work colleagues

67% in Poland

don’t trust their

neighbours




R e s p o n d e n t s a g r e e i n g :

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0 5 5

A g r e a t d e a l

F a m i l y

6 6 %

7 4 %

4 4 %

8 0 %

8 2 %

4 1 %

6 9 %

7 8 %

4 9 %

5 2 %

5 4 %

7 6 %

7 0 %

7 3 %

6 1 %

7 1 %

7 5 %

F r i e n d s

4 2 %

4 9 %

3 4 %

4 5 %

5 0 %

3 3 %

4 0 %

4 7 %

4 3 %

3 2 %

3 4 %

2 8 %

3 8 %

4 2 %

4 8 %

4 9 %

5 6 %

B o s s

1 0 %

1 4 %

7 %

9 %

1 4 %

4 %

9 %

1 1 %

7 %

8 %

7 %

9 %

1 0 %

8 %

1 5 %

1 1 %

1 3 %

N e i g h b o u r s

9 %

1 1 %

9 %

5 %

1 2 %

4 %

9 %

9 %

1 6 %

2 %

8 %

5 %

4 %

6 %

1 3 %

1 1 %

1 7 %

W o r k c o l l e a g u e s

9 %

9 %

7 %

9 %

1 4 %

4 %

6 %

1 0 %

8 %

2 %

5 %

7 %

8 %

1 3 %

1 6 %

8 %

1 3 %

Q u i t e a l o t


4 8 %

5 0 %

4 8 %

5 2 %

5 3 %

3 5 %

4 5 %

4 9 %

5 5 %

3 5 %

3 7 %

4 7 %

5 3 %

5 5 %

5 4 %

5 2 %

4 9 %

N e i g h b o u r s

4 8 %

6 1 %

5 3 %

4 3 %

5 3 %

3 5 %

5 4 %

4 8 %

5 4 %

2 7 %

3 4 %

3 9 %

4 4 %

5 1 %

5 7 %

5 7 %

5 5 %

F r i e n d s

4 7 %

4 4 %

5 2 %

4 8 %

4 3 %

5 3 %

5 1 %

4 3 %

5 0 %

5 8 %

3 8 %

5 1 %

5 0 %

4 9 %

4 5 %

4 3 %

3 9 %

B o s s

3 8 %

3 6 %

3 9 %

3 9 %

4 7 %

2 7 %

3 1 %

3 6 %

4 8 %

3 0 %

3 0 %

3 5 %

4 3 %

4 5 %

4 1 %

4 1 %

3 4 %

F a m i l y

2 6 %

2 0 %

4 2 %

1 6 %

1 4 %

4 4 %

2 4 %

1 8 %

4 0 %

3 7 %

2 5 %

2 0 %

2 5 %

2 5 %

3 1 %

2 2 %

2 0 %

G r e a t d e a l / q u i t e a l o t

F a m i l y

9 2 %

9 4 %

8 5 %

9 6 %

9 6 %

8 5 %

9 3 %

9 5 %

8 9 %

9 0 %

7 9 %

9 6 %

9 6 %

9 8 %

9 2 %

9 2 %

9 5 %

F r i e n d s

8 9 %

9 3 %

8 6 %

9 3 %

9 3 %

8 7 %

9 1 %

9 0 %

9 2 %

8 9 %

7 2 %

7 9 %

8 8 %

9 1 %

9 3 %

9 2 %

9 4 %


5 7 %

5 9 %

5 4 %

6 1 %

6 7 %

3 9 %

5 1 %

5 9 %

6 3 %

3 8 %

4 2 %

5 4 %

6 2 %

6 8 %

7 0 %

6 0 %

6 2 %

N e i g h b o u r s

5 6 %

7 2 %

6 2 %

4 8 %

6 4 %

3 9 %

6 2 %

5 7 %

7 1 %

2 9 %

4 2 %

4 5 %

4 7 %

5 7 %

6 9 %

6 7 %

7 1 %

B o s s

4 8 %

5 0 %

4 6 %

4 9 %

6 0 %

3 1 %

4 1 %

4 7 %

5 5 %

3 8 %

3 7 %

4 4 %

5 4 %

5 3 %

5 7 %

5 2 %

4 7 %

N o t v e r y m u c h / n o t a t a l l

N e i g h b o u r s

3 9 %

2 5 %

3 5 %

4 8 %

3 3 %

5 7 %

3 4 %

4 1 %

2 7 %

6 7 %

3 9 %

5 0 %

4 9 %

4 2 %

2 7 %

2 8 %

2 6 %

B o s s

3 4 %

2 2 %

4 0 %

3 5 %

2 6 %

5 5 %

2 9 %

3 5 %

2 8 %

4 7 %

3 7 %

3 4 %

4 0 %

3 9 %

2 5 %

2 5 %

2 6 %


2 9 %

2 3 %

3 3 %

2 8 %

2 3 %

4 9 %

2 9 %

2 6 %

2 0 %

5 3 %

3 4 %

3 3 %

3 3 %

2 5 %

1 7 %

2 4 %

1 7 %

F r i e n d s

8 %

4 %

1 2 %

5 %

6 %

1 2 %

6 %

8 %

5 %

9 %

1 1 %

1 7 %

9 %

7 %

6 %

4 %

4

%

F a m i l y

5 %

4 %

1 2 %

2 %

2 %

1 3 %

4 %

3 %

9 %

1 0 %

4 %

2 %

3 %

2 %

7 %

3 %

3

%

N o t a p p l i c a b l e

B o s s

1 3 %

2 1 %

9 %

1 4 %

1 0 %

1 1 %

2 5 %

1 5 %

1 4 %

1 5 %

0 %

1 9 %

3 %

0 %

1 4 %

1 6 %

2 2 %


9 %

1 3 %

8 %

9 %

7 %

9 %

1 6 %

1 2 %

1 4 %

9 %

0 %

9 %

2 %

0 %

1 1 %

1 0 %

1 8 %

N e i g h b o u r s

2 %

1 %

2 %

2 %

2 %

3 %

1 %

1 %

1 %

4 %

0 %

3 %

2 %

0 %

2 %

1 %

1

%

F r i e n d s

1 %

0 %

0 %

0 %

1 %

1 %

1 %

1 %

1 %

2 %

0 %

2 %

1 %

0 %

1 %

0 %

1

%

F a m i l y

1 %

0 %

1 %

0 %

1 %

1 %

1 %

1 %

1 %

0 %

0 %

1 %

0 %

0 %

0 %

1 %

1

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria


Results - trust





R e s p o n s e r a t e b y c o u n t r y 2 0 1 0 v 2 0 0 9

C o u n t r y

2 0 1 0

2 0 0 9

N u m b e r

T a r g e t

N u m b e r

N o . A

n a l y s e d

N u m b e r

T a r g e t

N u m b e r

N o . A n a l y s e d

M a i l e d

f o r A n a l y s i s

A n a l y s e d

v N o . M a i l e d %

M a i l e d

f o r A n a l y

s i s

A n a l y s e d

v N o . M a i l e d %

P o s t a l i n 2 0 1 0 :

A u s t r i a

1 2 , 0 0 0

1 , 0 0 0

9 0 8

7

. 6 %

1 2 , 0 0 0

1 , 0 0 0

9 8 7

8 . 2 %

F i n l a n d

8 , 0 0 0

1 , 5 0 0

1 , 3 3 8

1 6 . 7 %

8 , 0 0 0

1 , 5 7 5

1 , 5 1 4

1 8 . 9 %

G e r m a n y E & W

1 3 0 , 0 0 0

9 , 0 0 0

7 , 9 1 9

6

. 1 %

1 4 0 , 0 0 0

7 , 5 0 0

7 , 0 3 7

5 . 0 %

P o r t u g a l

1 2 , 2 0 0

1 , 0 0 0

9 8 4

8

. 1 %

1 2 , 2 0 0

1 , 3 5 0

8 2 0

6 . 7 %

R o m a n i a

7 , 0 0 0

1 , 0 0 0

9 9 0

1 4 . 1 %

7 , 0 0 0

1 , 0 4 0

1 , 0 2 5

1 4 . 6 %

S p a i n

9 , 5 0 0

7 5 0

4 8 3

5

. 1 %

9 , 5 0 0

8 0 0

7 5 3

7 . 9 %

S w

e d e n

1 0 , 0 0 0

1 , 0 0 0

1 , 3 6 4

1 3 . 6 %

1 0 , 0 0 0

1 , 0 0 0

1 , 0 3 0

1 0 . 3 %

S w

i t z e r l a n d F & G

2 9 , 9 1 8

1 , 5 0 0

1 , 3 3 6

4

. 5 %

4 2 , 0 0 0

3 , 0 0 0

1 , 0 8 2

2 . 6 %

T o t

a l

2 1 8 , 6 1 8

1 6 , 7 5 0

1 5 , 3 2 2

7

. 0 %

2 4 0 , 7 0 0

1 7 , 2 6 5

1 4 , 2 4 8

5 . 9 %

O n

- L i n e i n 2 0 1 0 :

A l l P o s t a l i n 2 0 0 9 a p a r t f r o m

U K :

B e l g i u m

F & F l

1 4 , 2 5 3

2 , 0 0 0

1 , 9 7 3

1 3 . 8 %

1 0 , 0 4 1

7 0 0

8 6 3

8 . 6 %

C z e c h

2 0 , 0 0 0

2 , 0 0 0

2 , 8 8 6

1 4 . 4 %

1 2 , 5 0 0

1 , 3 5 0

1 , 3 0 1

1 0 . 4 %

F r a

n c e

2 0 0 , 0 0 0

2 , 0 0 0

2 , 0 5 0

1

. 0 %

9 , 3 7 7

1 , 4 0 0

8 6 3

9 . 2 %

H u n g a r y

2 0 , 0 0 0

2 , 0 0 0

3 , 1 9 1

1 6 . 0 %

1 0 , 0 0 0

1 , 3 0 0

1 , 2 2 4

1 2 . 2 %

N e t h e r l a n d s *

1 3 , 6 2 4

2 , 0 0 0

2 , 1 0 6

1 5 . 5 %

1 0 , 0 8 7

9 0 0

1 , 0 2 6

1 0 . 2 %

P o l a n d

2 0 , 1 7 4

2 , 0 0 0

9 2 0

4

. 6 %

1 0 , 0 0 0

1 , 3 4 0

8 4 4

8 . 4 %

R u s s i a

2 4 , 8 5 5

2 , 0 0 0

1 , 6 6 0

6

. 7 %

1 0 , 0 0 0

1 , 0 0 0

1 , 0 9 4

1 0 . 9 %

U K

*

3 4 , 2 8 2

2 , 0 0 0

2 , 0 5 5

6

. 0 %

1 9 , 8 8 9

2 , 0 0 0

1 , 8 2 4

9 . 2 %

T o t

a l

3 4 7 , 1 8 8

1 6 , 0 0 0

1 6 , 8 4 1

4

. 9 %

9 1 , 8 9 4

9 , 9 9 0

9 , 0 3 9

9 . 8 %

T o t

a l o n - l i n e + p o s t a l

5 6 5 , 8 0 6

3 2 , 7 5 0

3 2 , 1 6 3

5

. 7 %

3 3 2 , 5 9 4

2 7 , 2 5 5

2 3 , 2 8 7

7 . 0 %

C o m

m e n t a r y :

* M a x i m u m

t a r g e t s b y c o u n t r y d i f f e r e d a c c o r d i n g t o e a c h c o u n t r y ' s r e q u i r e m e n t s

* T a r g e t s f o r o n - l i n e c o u n t r i e s w e r e i n c r e a s e d i n 2 0 1 0 t o a l l o w f o r t h e s p l i t s a m p l e

* R e s

p o n d e n t s a g e d < 2 0 y r s w e r e e x c l u d e d i n

e v e r y c o u n t r y

P o s t a l :

* C o m p l e t e d q u e s t i o n n a i r e s w e r e r e t u r n e d t o R

e a d e r ' s D i g e s t l o c a l o f f i c e s a n d t h e n

d i s p

a t c h e d i n b u l k t o t h e U K

* A s e a c h c o u n t r y h a d a " m a x i m u m " t a r g e t f o r

a n a l y s i s t h e y o n l y d i s p a t c h e d t h e

q u a n t i t y r e q u i r e d f o r d a t a p r o c e s s i n g

* N u m b e r a n a l y s e d v n u m b e r m a i l e d d o e s n o t

r e f l e c t t h e o v e r a l l r e s p o n s e r a t e a s

c o u n t r i e s o n l y d i s p a t c h e d t h e i r t a r g e t

* R e t u r n e d q u e s t i o n n a i r e s w i t h n o a g e / s e x

d a t a w e r e e x c l u d e d f r o m

a n a l y s i s

* I n 2 0 0 9 m a n y r e s p o n s e s w e r e e x c l u d e d

i n S w i t z e r l a n d t o r e t a i n t h e c o r r e c t r a t i o o

f

F r e n c h t o G e r m a n , t h u s r e d u c i n g t h e t o t a

l a n a l y s e d

O n - l i n e :

* A p a r t f r o m

P o l a n d a l l e - m a i l i n v i t a t i o n s w

e r e i s s u e d f r o m

t h e U . K .

* D e l i v e r y r a t e s v a r i e d m a s s i v e l y b y c o u n t r y ( o l d a d d r e s s e s / S p a m

g u a r d s e t c . )

* N o . a n a l y s e d v n u m b e r m a i l e d i s n ' t a t r u

e r e f l e c t i o n o f r e s p o n s e r a t e d u e t o n o n

d e l i v e r y i s s u e s

* I n c e n t i v e s w e r e n ' t o f f e r e d i n F r a n c e a n d

B e l g i u m

Appendix i

Response rate by country 2010 v 2009




Appendix ii

Respondent base 2006 - 2010

Y e

a r l y c o m p a r i s o n - q u a n t i t y a n a l y s e d y e a r o n y e a r p a s t 5 y e a r s

2 0 0 6

2 0 0 7

2 0 0 8

2 0 0 9

2 0 1 0

A u

s t r i a

9 2 7

6 6 5

6 0 8

9 8 7

9 0 8

B e

l g i u m

7 5 5

9 4 5

8 5 4

8 6 3

1 , 9

7 3

C z

e c h

1 , 2

9 3

1 , 1

9 1

1 , 2

8 7

1 , 3 0

1

2 , 8

8 6

F i n l a n d

1 , 6

4 0

1 , 3

8 4

1 , 3

5 9

1 , 5 1

4

1 , 3

3 8

F r a n c e

1 , 1

1 5

9 8 3

9 4 5

8 6 3

2 , 0

5 0

G e r m a n y

7 , 1

1 9

6 , 7

3 3

5 , 2

6 7

7 , 0 3

7

7 , 9

1 9

H u

n g a r y

1 , 2

9 5

1 , 2

8 0

1 , 3

3 2

1 , 2 2

4

3 , 1

9 1

N e

t h e r l a n d s

1 , 2

4 6

1 , 2

3 2

1 , 1

8 3

1 , 0 2

6

2 , 1

0 6

P o

l a n d

1 , 1

0 9

1 , 2

3 9

1 , 0

1 2

8 4 4

9 2 0

P o

r t u g a l

1 , 0

2 2

1 , 1

8 9

9 0 1

8 2 0

9 8 4

R o

m a n i a

1 , 1

9 0

1 , 2

9 9

1 , 0 2

5

9 9 0

R u

s s i a

1 , 3

3 0

7 5 7

1 , 1

5 8

1 , 0 9

4

1 , 6

6 0

S p

a i n

6 2 7

6 2 6

6 5 0

7 5 3

4 8 3

S w

e d e n

N o t i n c l u d

e d

9 9 3

1 , 0

3 0

1 , 3 6

4

S w

i t z e r l a n d

1 , 0

6 1

1 , 0

5 2

8 6 4

1 , 0 8

2

1 , 3

3 6

U K

4 , 8

9 4

3 , 7

4 8

3 , 9

3 9

1 , 8 2

4

2 , 0

5 5

T o

t a l

2 5 , 4 3 4

2 4 , 2 1 3

2 3 , 6 5 1

2 3 , 2 8

7

3 2 , 1 6 3

C o

m m e n t a r y :

* T a r g e t r e s p o n s e f o r G e r m a n y i s s i g n i f i c a n t l y h i g h e r t h a n o t h e r c o u n t r i e s t o e n a b l e d e

t a i l e d c o m p a r i s o n o f E & W

* F i e l d w o r k f o r U K h a s b e e n c o n d u c t e d e x c l u s i v e l y o n - l i n e s i n c e 2 0 0 5

* I n

2 0 1 0 t h e U K w a s j o i n e d b y 7 c o u n t r i e s f o r o n - l i n e d a t a g a t h e r i n g ( a l l s h o w n i n i t a l i c s )

* A

s p a r t o f t h e i r o n - l i n e m e t h o d o l o g y e a c h c o u n t r y d o u b l e d t h e i r o n - l i n e t a r g e t r e s p o n s e

* E a c h o n - l i n e r e s p o n d e n t w a s r e q u i r e d t o a n s w e r o n l y h a l f t h e b r a n d q u e s t i o n s




R e s p o n d e n t p r o f i l e a c r o s s a l l c o u n t r i e s

T o t a l 1 6 c o u n t r i e s

T o t a l

3 2 , 1 6 2

1 5 , 4 2 3

1 6 , 7 4 0

1 7 , 0 7 0

1 5 , 0 8 9

2 3 , 0 3 2

9 , 1 2 6

1 6 , 5 0 3

5 , 7 2 2

8 , 8 0 4

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

M e n

4 8 %

1 0 0 %

0 %

5 0 %

4 6 %

4 9 %

4 5 %

5 0 %

4 4 %

4 7 %

W o

m e n

5 2 %

0 %

1 0 0 %

5 0 %

5 4 %

5 1 %

5 5 %

5 0 %

5 6 %

5 3 %

1 5 -

1 9

E x c l u d

e d f r o m

a n a l y s i s

2 0 -

3 9

2 5 %

2 6 %

2 5 %

4 8 %

0 %

3 5 %

0 %

1 7 %

1 7 %

4 9 %

4 0 -

4 9

2 8 %

3 0 %

2 6 %

5 2 %

0 %

3 9 %

0 %

2 3 %

2 4 %

3 9 %

5 0 -

5 9

1 9 %

1 8 %

1 9 %

0 %

4 0 %

2 6 %

0 %

2 5 %

1 7 %

8 %

6 0 +

2 8 %

2 7 %

3 0 %

0 %

6 0 %

0 %

1 0 0 %

3 5 %

4 2 %

4 %

A d u l t s o n l y

5 1 %

5 4 %

4 9 %

3 9 %

6 6 %

4 6 %

6 4 %

1 0 0 %

0 %

0 %

S i n g l e p e r s o n

1 8 %

1 6 %

1 9 %

1 4 %

2 3 %

1 4 %

2 6 %

0 %

1 0 0 %

0 %

F a m

i l i e s

2 7 %

2 7 %

2 8 %

4 5 %

7 %

3 7 %

4 %

0 %

0 %

1 0 0 %

Families

Single person

Adults only

Over 60

Under 60

Over 50

Under 50

Women

Men

Total

Appendix iv

Respondent profile across all countries




R e s p o n d e n t p r o f i l e b y c o u n t r y

S e x / a g e / h o u s e h o l d

T o t a l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0 5 5

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

1 0 0 %

M e n

9 6 4

4 4 0

9 5 2

1 4 2 6

6 4 8

9 7 8

3 8 2 6

1 4 7 0

1 0 3 7

4 5 7

4 6 7

4 6 9

7 4 3

2 3 7

6 7 2

5 9 6

1 0 0 6

4 8 %

4 8 %

4 8 %

4 9 %

4 8 %

4 8 %

4 8 %

4 6 %

4 9 %

5 0 %

4 7 %

4 7 %

4 5 %

4 9 %

4 9 %

4 5 %

4 9 %

W o m

e n

1 0 4 6

4 6 8

1 0 2 1

1 4 6 1

6 9 0

1 0 7 2

4 0 9 3

1 7 2 0

1 0 6 9

4 6 3

5 1 7

5 2 1

9 1 7

2 4 6

6 9 2

7 4 0

1 0 4 9

5 2 %

5 2 %

5 2 %

5 1 %

5 2 %

5 2 %

5 2 %

5 4 %

5 1 %

5 0 %

5 3 %

5 3 %

5 5 %

5 1 %

5 1 %

5 5 %

5 1 %

U n d e r 5 0

1 0 6 7

5 0 8

1 0 7 7

1 5 8 8

6 7 1

1 1 6 0

4 0 0 0

1 7 2 2

1 1 7 8

5 5 0

5 5 9

5 2 9

9 8 9

2 8 1

7 0 0

5 0 5

1 0 5 3

5 4 %

5 6 %

5 4 %

5 5 %

5 0 %

5 7 %

5 1 %

5 4 %

5 5 %

6 0 %

5 8 %

5 4 %

5 9 %

5 8 %

5 1 %

3 8 %

5 1 %

O v e r 5 0

9 4 3

4 0 1

8 9 6

1 2 9 8

6 6 6

8 9 0

3 9 2 0

1 4 6 9

9 2 7

3 6 9

4 2 5

4 6 0

6 7 2

2 0 3

6 6 3

8 3 1

9 9 8

4 6 %

4 4 %

4 5 %

4 5 %

5 0 %

4 4 %

4 9 %

4 6 %

4 4 %

4 1 %

4 3 %

4 6 %

4 0 %

4 3 %

4 9 %

6 2 %

4 9 %

U n d e r 6 0

1 4 4 0

6 5 5

1 4 1 1

2 1 0 5

9 2 4

1 4 8 3

5 3 3 9

2 3 0 4

1 5 6 1

8 3 7

7 0 8

6 7 1

1 4 8 9

3 5 3

9 2 5

7 9 2

1 4 7 6

7 3 %

7 2 %

7 1 %

7 3 %

6 9 %

7 3 %

6 8 %

7 2 %

7 3 %

9 1 %

7 3 %

6 8 %

8 9 %

7 3 %

6 8 %

5 9 %

7 2 %

O v e r 6 0

5 7 0

2 5 4

5 6 2

7 8 1

4 1 3

5 6 7

2 5 8 1

8 8 7

5 4 4

8 2

2 7 6

3 1 8

1 7 2

1 3 1

4 3 8

5 4 4

5 7 5

2 7 %

2 8 %

2 8 %

2 7 %

3 1 %

2 8 %

3 2 %

2 8 %

2 6 %

1 0 %

2 8 %

3 2 %

1 0 %

2 8 %

3 2 %

4 1 %

2 8 %

A d u l t s o n l y

1 0 3 1

4 6 4

1 0 6 1

1 4 7 6

6 0 1

9 6 2

4 3 6 7

1 6 1 1

1 0 3 4

2 6 7

5 1 3

5 8 9

8 9 3

3 0 3

5 9 9

7 0 9

1 0 5 3

5 1 %

5 1 %

5 4 %

5 1 %

4 5 %

4 7 %

5 5 %

5 0 %

4 9 %

2 9 %

5 2 %

6 0 %

5 4 %

6 3 %

4 4 %

5 3 %

5 1 %

S i n g

l e p e r s o n

3 5 8

1 8 1

3 3 1

3 7 8

2 8 4

3 2 5

1 8 0 9

4 2 8

4 7 5

2 2 3

7 3

7 6

7 8

5 8

3 4 7

3 1 4

3 4 2

1 7 %

2 0 %

1 7 %

1 3 %

2 1 %

1 6 %

2 3 %

1 3 %

2 3 %

2 4 %

7 %

8 %

5 %

1 2 %

2 5 %

2 4 %

1 7 %

F a m

i l i e s

5 5 0

2 3 5

5 3 1

9 3 0

3 8 6

7 0 5

1 4 4 7

1 0 2 2

5 4 3

3 4 4

3 7 2

2 8 0

6 5 7

1 0 8

3 6 9

2 6 2

6 1 3

2 9 %

2 6 %

2 7 %

3 2 %

2 9 %

3 4 %

1 8 %

3 2 %

2 6 %

3 7 %

3 8 %

2 8 %

4 0 %

2 2 %

2 7 %

2 0 %

3 0 %

Appendix v

Respondent profile by country

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria





A s i d e n t i f i e d b y r e s p o n d e n t s t h e m s e l v e s

P e r s o n a l i t y

T o t a

l

2 0 1 0

9 0 8

1 9 7 3

2 8 8 6

1 3 3 8

2 0 5 0

7 9 1 9

3 1 9 1

2 1 0 6

9 2 0

9 8 4

9 9 0

1 6 6 0

4 8 3

1 3 6 4

1 3 3 6

2 0 5 5

A c t i v e

5 2 %

6 2 %

5 3 %

4 9 %

3 4 %

5 2 %

5 5 %

6 0 %

5 3 %

6 0 %

4 4 %

7 1 %

4 4 %

5 6 %

4 2 %

5 9 %

3 8 %

A d v e n t u r o u s

2 8 %

4 3 %

2 6 %

1 2 %

3 4 %

1 7 %

3 2 %

3 9 %

3 2 %

4 1 %

2 3 %

1 9 %

1 5 %

2 5 %

3 5 %

3 1 %

2 6 %

A m b

i t i o u s

3 2 %

4 0 %

2 3 %

2 2 %

2 3 %

2 0 %

4 2 %

3 1 %

2 7 %

5 6 %

2 7 %

6 4 %

1 6 %

1 5 %

5 4 %

3 1 %

2 2 %

C a r e

e r

1 4 %

1 7 %

1 1 %

4 %

1 0 %

5 %

1 3 %

5 %

1 2 %

7 %

4 3 %

5 4 %

7 %

8 %

6 %

1 2 %

1 4 %

C a u t i o u s

4 8 %

5 0 %

5 4 %

4 0 %

4 3 %

5 3 %

5 0 %

5 3 %

4 5 %

4 4 %

5 0 %

6 9 %

3 8 %

4 7 %

4 7 %

5 3 %

3 5 %

C o m

m u n i t y - m i n d e d

4 1 %

6 0 %

4 0 %

3 7 %

3 9 %

6 4 %

6 4 %

4 7 %

2 2 %

2 6 %

2 6 %

5 7 %

2 8 %

2 3 %

3 4 %

6 1 %

3 0 %

C o n f o r m i s t

1 6 %

4 %

6 %

4 %

7 8 %

5 %

3 %

7 2 %

4 %

4 %

8 %

2 9 %

4 %

2 5 %

2 %

5 %

1 0 %

D e c i s i v e

4 3 %

5 1 %

3 8 %

3 2 %

5 2 %

4 0 %

5 0 %

5 7 %

4 7 %

3 8 %

3 9 %

4 0 %

3 6 %

2 6 %

5 8 %

4 9 %

3 1 %

D i s c

e r n i n g

4 0 %

4 1 %

3 1 %

2 6 %

5 3 %

2 7 %

3 7 %

7 7 %

3 8 %

6 4 %

3 3 %

6 3 %

2 9 %

1 2 %

4 9 %

3 8 %

2 6 %

F a m

i l y o r i e n t e d

6 7 %

8 2 %

6 5 %

6 0 %

6 6 %

6 9 %

7 8 %

8 1 %

6 0 %

7 6 %

4 5 %

8 0 %

6 0 %

5 8 %

5 2 %

7 5 %

6 9 %

F o l l o w e r

1 6 %

4 7 %

3 %

8 %

3 1 %

5 %

4 2 %

1 6 %

2 %

6 %

2 %

2 2 %

9 %

9 %

5 %

4 9 %

7 %

F u l f i l l e d

3 3 %

3 4 %

4 5 %

6 %

6 4 %

1 2 %

2 6 %

2 6 %

6 6 %

1 5 %

2 5 %

3 6 %

2 9 %

4 0 %

5 1 %

4 0 %

1 7 %

G l o b

a l

2 2 %

3 3 %

3 5 %

7 %

2 0 %

5 5 %

2 9 %

3 0 %

2 3 %

7 %

1 1 %

1 6 %

1 0 %

1 3 %

2 1 %

2 5 %

1 0 %

H o n e s t

7 9 %

8 3 %

8 5 %

5 8 %

8 9 %

8 0 %

8 3 %

8 3 %

8 4 %

7 0 %

6 6 %

8 5 %

6 3 %

7 7 %

8 8 %

8 2 %

8 5 %

I m p u l s i v e

2 6 %

3 7 %

2 1 %

2 4 %

2 5 %

2 6 %

3 5 %

1 7 %

2 6 %

3 0 %

2 5 %

2 5 %

2 0 %

2 9 %

2 9 %

3 0 %

2 4 %

I n f l u

e n t i a l

1 3 %

1 6 %

9 %

5 %

1 5 %

1 1 %

1 2 %

5 %

9 %

1 3 %

1 3 %

2 2 %

1 1 %

1 6 %

1 6 %

1 4 %

1 7 %

L a i d

b a c k

2 9 %

3 4 %

4 0 %

8 %

4 2 %

3 7 %

3 2 %

2 3 %

5 2 %

4 5 %

6 %

3 3 %

4 %

1 %

3 8 %

3 6 %

3 8 %

L e a d e r

1 9 %

1 3 %

1 9 %

1 9 %

1 2 %

1 2 %

8 %

2 2 %

2 2 %

3 2 %

1 9 %

3 0 %

2 4 %

1 5 %

2 7 %

1 5 %

2 2 %

L o c a l

2 5 %

3 1 %

1 3 %

3 1 %

4 8 %

7 %

3 4 %

5 6 %

2 2 %

2 1 %

1 3 %

2 3 %

7 %

1 6 %

2 1 %

2 9 %

2 4 %

M o d

e r n

3 2 %

3 2 %

2 8 %

2 5 %

3 5 %

2 9 %

3 3 %

3 5 %

3 0 %

4 2 %

2 5 %

4 6 %

4 1 %

2 9 %

2 4 %

2 8 %

2 5 %

O p t i m i s t i c

5 7 %

7 3 %

5 2 %

5 0 %

5 3 %

4 3 %

6 6 %

5 6 %

6 0 %

5 4 %

3 9 %

7 2 %

6 2 %

5 8 %

6 0 %

6 5 %

5 1 %

P a s s i o n a t e

3 1 %

4 0 %

3 1 %

1 7 %

1 9 %

4 1 %

3 3 %

3 2 %

2 7 %

9 %

3 6 %

5 6 %

2 2 %

3 5 %

2 6 %

3 5 %

3 7 %

P r a c

t i c a l

6 5 %

7 3 %

6 2 %

6 2 %

7 3 %

4 6 %

7 5 %

6 7 %

6 6 %

6 3 %

5 3 %

7 7 %

5 1 %

6 9 %

7 1 %

7 3 %

6 6 %

R e b e l

1 5 %

1 8 %

1 6 %

1 3 %

1 0 %

2 0 %

1 3 %

1 9 %

1 4 %

3 1 %

1 1 %

1 2 %

8 %

1 5 %

9 %

1 7 %

1 0 %

S e l f

c o n f i d e n t

4 2 %

6 6 %

3 1 %

2 5 %

3 3 %

1 5 %

6 4 %

4 0 %

4 6 %

4 1 %

3 1 %

6 3 %

4 4 %

4 3 %

4 0 %

5 2 %

4 3 %

S e t t l e d

4 0 %

3 1 %

3 6 %

1 6 %

4 6 %

4 7 %

2 7 %

6 5 %

3 0 %

4 1 %

1 2 %

6 4 %

4 6 %

3 8 %

6 8 %

2 8 %

4 2 %

S t r e s s e d

2 1 %

2 3 %

2 1 %

1 1 %

2 3 %

3 0 %

2 4 %

1 7 %

1 4 %

2 1 %

1 7 %

2 5 %

1 9 %

2 1 %

2 4 %

1 7 %

2 5 %

S t y l i s h

2 0 %

3 2 %

1 7 %

9 %

1 4 %

2 7 %

2 5 %

2 3 %

2 1 %

2 3 %

9 %

3 2 %

1 7 %

1 2 %

1 4 %

2 5 %

1 6 %

T r a d

i t i o n a l

3 5 %

4 3 %

2 9 %

2 5 %

5 5 %

2 7 %

3 8 %

4 0 %

3 4 %

3 2 %

2 3 %

4 2 %

1 8 %

4 9 %

1 8 %

4 0 %

4 4 %

U n f u

l f i l l e d

1 1 %

6 %

7 %

6 %

9 %

1 4 %

9 %

1 8 %

4 %

1 9 %

2 2 %

1 3 %

7 %

1 5 %

4 %

6 %

1 4 %

Appendix vi

Respondent personality

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria





V o t e

s c a s t w i t h i n e a c h o f t h e 2 0 c o m m o n c

a t e g o r i e s - r a n k e d h i g h e s t f i r s t

C a t e g o r y

R e s p o n s e

2 0 0 9

2 0 0 8

% o

f

% o

f

%

o f

% o

f

T o t a l a c r o s s

R e s p o n d e n t s




R e s p

o n d e n t s



a l l c o u n t r i e s

v o t i n g i n t h i s




v o t i n

g i n t h i s



c a t e g o r y

e x c . U K

c a

t e g o r y e x c . U K

c a t e g o r y

e x c . U K

c a t e g o r y e x c . U

K

C a r *

1 9 , 6 7

4

8 5 %

1 8 , 0

7 6

8 4 %

2 1 , 2

6 4

9

8 %

1 7 , 9

0 8

9 1 %

B a n k / B u i l d i n g S o c i e t y

1 7 , 8 6

2

8 0 %

1 7 , 0

7 4

8 0 %

1 9 , 1

7 8

8

8 %

1 7 , 4

2 0

8 8 %

K i t c h e n A p p l i a n c e

1 7 , 4 9

2

7 8 %

1 6 , 7

5 8

7 8 %

1 7 , 8

4 0

8

2 %

1 6 , 4

3 6

8 3 %

M o

b i l e P h o n e H a n d s e t

1 6 , 7 3

1

7 5 %

1 5 , 9

8 0

7 4 %

1 7 , 3

7 4

8

0 %

1 5 , 7

6 9

8 0 %

S o a p P o w d e r

1 6 , 4 0

5

7 3 %

1 5 , 7

8 6

7 4 %

1 6 , 9

7 4

7

8 %

1 5 , 5

6 8

7 9 %

I n s u r a n c e C o m p a n y

1 6 , 3 8

3

7 3 %

1 5 , 7

6 1

7 3 %

1 7 , 0

8 0

7

9 %

1 5 , 8

0 0

8 0 %

M o

b i l e P h o n e S e r v i c e P r o v i d e r

1 6 , 0 6

9

7 2 %

1 5 , 3

0 9

7 1 %

1 6 , 8

6 5

7

8 %

1 5 , 1

4 3

7 7 %

P e t

r o l R e t a i l e r

1 4 , 9 7

0

6 7 %

1 4 , 2

8 4

6 7 %

1 5 , 7

5 2

7

3 %

1 4 , 2

5 6

7 2 %

C a m e r a

1 4 , 8 2

9

6 6 %

1 4 , 0

8 6

6 6 %

1 4 , 9

4 3

6

9 %

1 3 , 3

3 0

6 8 %

H a i r C a r e P r o d u c t

1 3 , 2 3

5

5 9 %

1 2 , 7

9 3

6 0 %

1 4 , 0

3 6

6

5 %

1 2 , 8

9 2

6 5 %

C r e

d i t C a r d

1 3 , 1 8

7

5 9 %

1 2 , 4

9 5

5 8 %

1 4 , 4

5 3

6

7 %

1 2 , 9

6 3

6 6 %

S k i n C a r e

1 3 , 0 3

2

5 8 %

1 2 , 5

3 4

5 8 %

1 3 , 6

7 5

6

3 %

1 2 , 6

3 8

6 4 %

A n a l g e s i c / P a i n R e l i e f T a b l e t

1 2 , 8 3

4

5 7 %

1 2 , 3

3 8

5 7 %

1 3 , 9

4 6

6

4 %

1 2 , 7

7 2

6 5 %

P e r

s o n a l C o m p u t e r

1 1 , 8 8

1

5 3 %

1 1 , 1

2 4

5 2 %

1 2 , 1

3 7

5

6 %

1 0 , 5

8 5

5 4 %

I n t e

r n e t S e r v i c e P r o v i d e r

1 0 , 9 8

3

4 9 %

1 0 , 1

4 4

4 7 %

1 1 , 2

1 7

5

2 %

9 , 4

6 4

4 8 %

H o l i d a y C o m p a n y / T o u r O p e r a t o r

1 0 , 8 4

9

4 8 %

1 0 , 3

2 5

4 8 %

1 1 , 3

0 2

5

2 %

1 0 , 3

6 7

5 3 %

C o u g h / C o l d R e m e d y

9 , 6 8

2

4 3 %

9 , 2

5 7

4 3 %

1 0 , 5

1 7

4

9 %

9 , 5

7 8

4 9 %

C o s m e t i c

9 , 1 8

0

4 1 %

8 , 8

3 7

4 1 %

9 , 9

0 7

4

6 %

9 , 2

2 8

4 7 %

B r e

a k f a s t c e r e a l

8 , 9 8

8

4 0 %

8 , 3

2 3

3 9 %

1 0 , 7

0 8

4

9 %

9 , 1

0 1

4 6 %

V i t a

m i n s

7 , 4 4

4

3 3 %

7 , 1

6 5

3 3 %

8 , 5

0 6

3

9 %

7 , 6

5 1

3 9 %

T o t a l a c r o s s 2 0 c a t e g o r i e s

2 7 1 , 7 1 0

6 1 %

2 5 8 , 4 4 9

6 0 %

2 8 7 , 6 7 4

6

6 %

2 5 8 , 8 6 9

6 6 %

T o t a l r e s p o n d e n t b a s e *

2 2 , 3 7

5

1 0 0 %

2 1 , 4 6 3

1 0 0 %

2 1 , 6 8 2

1 0 0 %

1 9 , 7 1 2

1 0 0 %

* A l t

h o u g h t h e U K h a d a t o t a l r e s p o n d e n t b a s

e o f 1 , 8 2 4 , h a l f w e r e a s k e d a b o u t 5 0 % o

f c a t e g o r i e s a n d t h e r e m a i n d e r a s k e d a b o

u t t h e o t h e r 5 0 %

* A l l

U K r e s p o n d e n t s w e r e a s k e d t o c o m p l e t e

t h e b r a n d q u e s t i o n s f o r t h e c a r c a t e g o r y

s o t h e a l l c o u n t r y r e s p o n d e n t b a s e w a s 2

3 , 2 8 7

* A s l i g h t c h a n g e i n q u e s t i o n n a i r e l a y o u t i n s o

m e c o u n t r i e s r e s u l t e d i n r e s p o n d e n t c o n f u s i o n , t h i s m i g h t e x p l a i n t h e l o w e r r e s p o n

s e r a t e s t o s o m e c a t e g o r i e s

Appendix vii

Category votes for 2009




Background

With the intention that the survey results will have maximum relevance to marketers, everyattempt has been made to ensure that, as far as possible, they represent the views of thepopulation in general rather than purely "Reader’s Digest readers". Not only will brandpreferences vary but so will levels of trust in different professions and institutions. For thesereasons weightings were applied to the respondents to bring them in line with the populationby age + sex.

STAGE 1: local identification of respondent names. Prior to mailing and e-mailing, eachedition was advised to identify a sample of subscribers who, as far as possible, mightrepresent the population profile by age and sex.

STAGE 2: Respondents were classified according to their age and sex prior to comparisonwith the population profile. Weightings were then applied to each respondent according towhether their sex/age group was "over" or "under" represented v the population profile. Aswith ETB09 most countries had a significant under representation of younger people (15 –19yrs) we therefore excluded them from analysis in all countries.

With the aim of producing a weight of no more than 2 in every cell, age groups were“collapsed" (grouped) together as far as was meaningful.

The following tables show country by country the weights that were applied and the final agebreaks that were achieved prior to analysing the results.

The 8 on-line countries had a split sample (half the sample was asked to respond to 50% of

the brand categories and the remaining half the other 50%). In every case the 2 sampleswere weighted independently e.g. Belgium 1 and Belgium 2.

Some countries were unable to provide precise population profiles matching the needs ofthe survey. This is why, even though they may have received a high response within certainage groups, it’s not possible to weight them back to the population.

Appendix vii

Weighting factors applied in each country




AustriaGroup Resp % Popn % Weight

M 20-49 6.28 27.05 4.31

M 50-59 12.22 7.82 0.64

M 60-69 28.74 6.77 0.24

M 70+ 11.12 6.76 0.61

W 20-49 8.15 28.83 3.54

W 50-59 8.70 8.34 0.96

W 60-69 17.95 7.21 0.40

W 70+ 6.83 7.21 1.06

Belgium 1 Belgium 2

Group Resp % Popn % Weight Group Resp % Popn % Weight

M 20-49 14.08 27.53 1.95 M 20-49 14.99 27.53 1.84

M 50-59 19.86 8.47 0.43 M 50-59 21.48 8.47 0.39

M 60+ 30.70 12.27 0.40 M 60+ 31.31 12.27 0.39

W 20-49 11.85 27.05 2.28 W 20-49 12.36 27.05 2.19

W 50-59 13.68 8.45 0.62 W 50-59 13.88 8.45 0.61

W 60+ 9.83 16.24 1.65 W 60+ 10.13 16.24 1.60

Czech Republic 1 Czech Republic 2


M 20-39 11.35 20.32 1.79 M 20-39 10.10 20.32 2.01

M 40-49 10.24 8.49 0.83 M 40-49 8.79 8.49 0.96

M 50-59 15.09 8.98 0.59 M 50-59 13.91 8.98 0.64

M 60+ 14.26 11.64 0.82 M 60+ 14.05 11.64 0.83

W 20-39 13.36 18.40 1.38 W 20-39 16.54 18.40 1.11

W 40-49 12.46 7.84 0.63 W 40-49 12.80 7.84 0.61

W 50-59 15.43 8.94 0.58 W 50-59 14.74 8.94 0.61

W 60+ 7.82 15.40 1.97 W 60+ 8.93 15.40 1.72

Finland


M 20-39 9.94 16.39 1.65

M 40-49 8.30 9.21 1.11

M 50-59 9.79 9.44 0.96

M 60-69 10.46 7.43 0.71

M 70-79 4.26 4.18 0.98

M 80+ 2.02 1.79 0.89

W 20-39 14.28 15.59 1.09

W 40-49 12.03 8.98 0.75

W 50-59 11.43 9.49 0.83

W 60-69 9.79 7.96 0.81

W 70-79 5.38 5.54 1.03

W 80+ 2.32 4.00 1.73

Appendix vii

Population weightings applied in each country




France 1 France 2Group Resp % Popn % Weight Group Resp % Popn % Weight

M 20-39 8.47 18.89 2.23 M 20-39 8.47 18.89 2.45

M 40-49 10.31 9.36 0.91 M 40-49 10.61 9.36 0.97

M 50-59 9.08 7.94 0.87 M 50-59 11.73 7.94 0.74

M 60+ 9.08 11.57 1.27 M 60+ 9.80 11.57 1.30

W 20-39 22.96 19.36 0.84 W 20-39 25.31 19.36 0.84

W 40-49 19.80 9.00 0.45 W 40-49 22.24 9.00 0.44

W 50-59 13.78 7.87 0.57 W 50-59 14.59 7.87 0.59

W 60+ 6.53 16.02 2.45 W 60+ 6.94 16.02 2.53

Germany


M 20-49 6.41 25.64 4.00

M 50-59 13.07 8.39 0.64

M 60-69 25.43 7.38 0.29

M 70-79 9.38 5.46 0.58

M 80+ 4.94 1.44 0.29

W 20-49 7.10 24.86 3.50

W 50-59 10.10 8.52 0.84

W 60-69 14.76 8.00 0.54

W 70-79 5.49 7.55 1.37

W 80+ 3.31 2.76 0.83

Hungary 1 Hungary 2


M 20-39 8.31 18.56 2.23 M 20-39 8.94 18.56 2.08

M 40-49 6.61 8.37 1.27 M 40-49 8.19 8.37 1.03

M 50-59 9.38 8.56 0.91 M 50-59 10.33 8.56 0.83

M 60+9.38 10.65 1.13 M 60+ 10.08 10.65 1.06

W 20-39 20.09 18.48 0.92 W 20-39 18.14 18.48 1.02W 40-49 17.38 8.70 0.50 W 40-49 15.37 8.70 0.57

W 50-59 19.96 9.74 0.49 W 50-59 19.40 9.74 0.50

W 60+8.88 16.93 1.91 W 60+ 9.95 16.93 1.71

Appendix vii





Netherlands 1 Netherlands 2Group Resp % Popn % Weight Group Resp % Popn % Weight

M 20-49 9.87 28.21 2.86 M 20-49 9.03 28.21 3.01

M 50-59 13.31 8.81 0.66 M 50-59 13.97 8.81 0.61

M 60-69 19.37 6.47 0.33 M 60-69 19.09 6.47 0.33

M 70+13.31 5.69 0.43 M 70+ 10.61 5.69 0.52

W 20-49 16.48 27.76 1.68 W 20-49 16.11 27.76 1.66

W 50-59 15.83 9.36 0.59 W 50-59 14.06 9.36 0.64

W 60-69 8.85 6.80 0.77 W 60-69 8.85 6.80 0.74

W 70+2.98 6.91 2.32 W 70+ 4.66 6.91 1.43

Poland 1 Poland 2


M 20-29 10.26 11.28 1.10 M 20-29 10.92 11.28 1.04

M 30-39 8.95 10.22 1.14 M 30-39 11.14 10.22 0.93

M 40-49 10.48 9.46 0.90 M 40-49 6.11 9.46 1.56

M 50+13.97 18.72 1.34 M 50+ 17.69 18.72 1.07

W 20-29 14.85 10.53 0.71 W 20-29 15.28 10.53 0.70

W 30-39 13.32 9.57 0.72 W 30-39 12.23 9.57 0.79

W 40-49 13.97 8.71 0.62 W 40-49 12.01 8.71 0.73

W 50+14.19 21.53 1.52 W 50+ 15.50 21.53 1.40

Portugal RomaniaGroupResp % Popn % Weight


M 20-39 7.32 19.57 2.67 M20-39 6.36 19.27 3.03

M 40-49 6.91 8.62 1.25 M 40-49 6.46 8.51 1.32

M 50-59 9.55 7.22 0.76 M 50-59 11.31 5.79 0.51

M 60-69 12.40 6.25 0.50 M 60-69 11.92 5.08 0.43

M 70+ 12.09 5.79 0.48 M 70+ 11.82 8.75 0.74

W 20-39 15.75 19.60 1.24 W 20-39 9.60 17.26 1.80

W 40-49 10.06 9.03 0.90 W 40-49 8.48 8.51 1.00

W 50-59 9.96 7.93 0.80 W 50-59 15.35 8.51 0.55W 60-69 9.15 7.35 0.80 W 60-69 12.12 6.03 0.50

W 70+ 6.81 8.63 1.27 W 70+ 6.57 12.29 1.87

Appendix vii





Country/Edition Circulation Adult Readers

Countries/editionsincluded in ETB 2010:

Austria 41,099 100,000

Belgium Dutch 38,072 165,600

Belgium French 34,579 156,200

Czech Republic* 101,691 177,000

Finland 210,961 606,000

France 335,361 1,541,000

Germany 770,803 2,510,000

Hungary 115,153 268,000

Netherlands 129,895 514,000

Poland 116,580 457,000

Portugal 93,235 270,000

Romania 96,000 246,000

Russia 411,000 928,100

Spain 41,000 118,000

Sweden 49,100 Not available

Swiss French 35,234 77,000

Swiss German 112,939 337,000

UK 541,282 1,569,000

*Circulation for Czech Republic includes Slovak Republic

Total countries included in the survey 3,273,984 10,039,900

Norway 23,000 Not available

Total editions across Europe 3,296,984 10,039,900

Appendix ix

Reader’s Digest circulation and

readership across Europe




Country Belgium and Netherlands Country Czech Republic Ad Director Piet Bontje Ad Director Marie Kacerovska

e-mail [email protected] e-mail Marie [email protected]

Tel No. +31 20 567 8287 Tel No. +420 222 071 259

Research Responsibility Yvonne van der Wal Research Responsibility Lucie Srpova

e-mail [email protected] e-mail [email protected]

Tel No. +31 20 567 8232 Tel No. +420 222 071 284

PR Responsibility Yvonne van der Wal PR Responsibility Lucie Srpova


Tel No. 31 20 567 8232 Tel No. +420 222 071 284

Country Finland Country France

Ad Director Carita Gil Ad Director Frederic Bonnin


Tel No. +358 9 503 4656 Tel No. +331 4674 8840

Research Responsibility Tiina Suomela Research Responsibility Nathalie Langlois


Tel No. +358 9 503 4655 Tel No. +331 4674 8681

PR Responsibility Tiina Suomela PR Responsibility Jean-Philippe Bertrand


Tel No. +358 9 503 4655 Tel No. +331 4674 8643

Country Germany and Austria Country Hungary

Ad Director Anett Groch Ad Director Marta Pataie-mail [email protected] e-mail [email protected]

Tel No. +49 211 498 7914 Tel No. +36 1 66 61 730

Research Responsibility Solvey Friebe Research Responsibility Marta Patai


Tel No. +49 211 498 7938 Tel No. +36 1 66 61 730

PR Responsibility Uwe Horn PR Responsibility Marta Patai


Tel No. +49 711 6602 521 Tel No. +36 1 66 61 730

Country Poland Country Portugal

Ad Director Jolanta Gajewska Ad Director Maria Carmo Dinize-mail [email protected] e-mail [email protected]

Tel No. +48 22 319 3280 Tel No. + 351 21 381 0113

Research Responsibility Pawel Sztark Research Responsibility Maria Carmo Diniz


Tel No. +48 22 319 3285 Tel No. + 351 21 381 0113

PR Responsibility Anna Nowicka PR Responsibility Maria Carmo Diniz


Tel No. +48 22 319 3212 Tel No. + 351 21 381 0113

Reader's Digest Local Contacts 2010



Country Romania Country Russia Advertising Sales Ovidiu Muresanu Ad Director Maria Peterson


Tel No. +40 20 19 814 Tel No. +7 495 258 5558

Research Responsibility Ovidiu Muresanu Research Responsibility Maria Razzhivina


Tel No. +40 20 19 814 Tel No. +7 495 258 5558

PR Responsibility Ovidiu Muresanu PR Responsibility Maria Razzhivina


Tel No. +40 20 19 814 Tel No. +7 495 258 5558

Country Spain Country Sweden

Advertising Sales Roger Aguadé Ad Director Carita Gil


Tel No. +34 93 426 30 20 Tel No. +358 9 503 4656

Research Responsibility Maria Carmo Diniz Research Responsibility Tiina Suomela


Tel No. + 351 21 381 0113 Tel No. +358 9 503 4655

PR Responsibility Cosme Ojeda PR Responsibility Lars Davidsson


Tel No. +34 91 768 86 41 Tel No. + 46 8 587 10 883

Country Switzerland Country United Kingdom

Ad Director Sabine Kölsch Ad Director Flora MacMillane-mail [email protected] e-mail [email protected]

Tel No. +41 (0)44 455 7333 Tel No. +44 207 715 8161

Research Responsibility Solvey Friebe Research Responsibility Jeremy Hemingray

e-mail [email protected] e-mail

[email protected]

Tel No. +49 211 498 7938 Tel No. +44 207 715 8460

PR Responsibility Uwe Horn PR Responsibility Jeremy Hemingray

e-mail [email protected] e-mail

[email protected]

Tel No. +49 711 6602 521 Tel No. +44 207 715 8460

Country Europe

Director Gavin Murray

e-mail [email protected]

Tel No. +44 207 715 8927

Ad Sales Stephen Burgess

e-mail [email protected]

Tel No. +44 207 715 8150

Reader's Digest Local Contacts 2009

county brands 2010

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