This is something we all knew, of course, but it's always interesting to see research on it. A new survey by PR group Edelman has found that many young consumers seriously distrust the entertainment industry (though, for those of you in the media, don't get too smug, they distrust you a lot more!)
The Edelman poll found that 41% of 18-34 year olds do not trust the entertainment industry to provide value for money, and 34% do not trust entertainment companies to respect the rights of those who pay for digital content. Because of the distrust, 48% said they would be more likely to criticise entertainment firms to their friends, 37% to go to the effort to slag off entertainment companies online, and 43% to boycott a company. It was also cited as a reason why 27% of those surveyed said they have or would download music from illegal sources. And also as to why 70% of those interviewed said they are most influenced by friends and word of mouth when choosing what entertainment to consume.
However, Edelman's Gail Becker said all was not lost for the entertainment congloms. She told reporters: "Based on the research, it looks as though the industry has achieved recognition for making content available legally. The next phase is to begin shifting the discourse and illustrate the value they provide to entertainment fans".