Americans Trust in Organizations and Individuals: An AARP Bulletin Survey March 2013
Americans Trust in Organizations and Individuals: An AARP Bulletin Survey Data Collected by SSRS Report Prepared by Albert R. Hollenbeck, Ph.D. Copyright 2013 AARP Research & Strategic Analysis 601 E Street, NW Washington, DC 20049 http://research.aarp.org Reprinting with Permission
AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families such as healthcare, employment security and retirement planning. We advocate for consumers in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services. A trusted source for lifestyle tips, news and educational information, AARP produces AARP The Magazine, the world's largest circulation magazine; AARP Bulletin; www.aarp.org; AARP TV & Radio; AARP Books; and AARP en Español, a bilingual news source. AARP does not endorse candidates for public office or make contributions to political campaigns or candidates. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org. The views expressed herein are for information, debate, and discussion, and do not necessarily represent official policies of AARP. Acknowledgements This work was done for the AARP Bulletin. The author would like to thank Barbranda Walls and Jim Toedtman for their input, Social Science Research Solutions (SSRS) for collecting and tabulating the data, and Teresa Keenan and Cheryl Lampkin for their help in preparing the report for publication. For additional information, contact Albert Hollenbeck at (202) 434 6280. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey iii
Table of Contents Executive Summary... 1 Background... 3 Detailed Findings... 3 High Levels of Trust... 3 Moderate Levels of Trust... 4 Low Levels of Trust... 4 Age Differences in Levels of Trust... 6 Gender Differences in Levels of Trust... 7 Summary... 8 Appendix A: Demographic Characteristics of Respondents... 9 Appendix B: Annotated Questionnaire... 11 Americans Trust in Organizations and Individuals: An AARP Bulletin Survey iv
List of Figures and Tables Figure 1: Rank Ordering of Trust Levels... 5 Table 1: Levels of Trust in Organizations and Individuals by Respondent Age... 6 Table 2: Levels of Trust in Organizations and Individuals by Respondent Gender... 7 Americans Trust in Organizations and Individuals: An AARP Bulletin Survey v
Executive Summary With an interest in learning more about those individuals and organizations in which adults place their trust and on behalf of the AARP Bulletin, in January 2013, AARP Research & Strategic Analysis fielded a short telephone survey among a nationally representative sample of 1,022 individuals ages 18 and older. Key Findings As one might expect, adults of all ages place more trust in individuals closest to them their spouse (98% having a great deal or some trust), their best friend (94%), and their own doctor (93%). Conversely, adults of all ages have the least trust in those more distant from them Corporate CEOs (45%), strangers (35%), and used car salespersons (34%). Just under half (48%) of those taking the survey reported having a spouse and said they have a great deal (92%) or some trust (6%) in their spouse (98%). High levels of trust (a great deal or somewhat) were also reported for local police (88%), neighbors (84%), and one s banker (82%). The President received a trust score of 66%, which is about the same level of job approval reported in other surveys fielded in late January 2013. There are some minor, but significant differences by age groups (18 49 vs. 50+). For example, just over six in ten (63%) adults age 18 to 49 report they trust their member of Congress, compared to just over half (56%) of those 50 or older who say they trust their member of Congress. Similarly, there are some minor, but significant differences by gender (men vs. women). For example, women reported higher levels of trust in the President (72%) than did men (62%). Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 1
Conclusions According to our results, adults of all ages trust most those persons and groups they are closest to and are most familiar to them. Conversely, those who are at a greatest distance from them engender the least amount of trust. At this level of abstraction the results fit nicely with social distance theory which would predict this outcome. In contrast, however, those groups garnering mid levels of trust do not necessarily fit a clear social distance pattern. That is, local police and personal bankers score significantly higher than one s in laws and teachers. There are minor detectable differences in ratings by age groups (18 49 and 50+) that suggest trust levels may be moderated by experience older individuals may have more experience with particular individuals and organizations leading to the types of age differences we observed. Also, there are minor detectable differences in ratings by gender. However, there is no discernable pattern of responses across organizations and individuals by gender. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 2
Background In January 2013, on behalf of the AARP Bulletin, AARP Research & Strategic Analysis contracted with Social Science Research Solutions (SSRS) to field a short telephone survey among a nationally representative sample of adults ages 18 and older to learn more about the trust adults place in individuals and organizations 1,2. Respondents were read a list of organizations and individuals and for each item, they were asked to what extent they trusted the organization or individual. Detailed Findings 3 High Levels of Trust (75% or more report a great deal of trust or trust somewhat) When asked to what extent they trusted an organization or individual, respondents said they placed a high level of trust (a great deal or some) in nine organizations or individuals: Spouse (98%) Best friend (93%) Doctor (91%) Local police (88%) Neighbors (84%) Banker (82%) Judges (80%) Mother or Father in law (78%) Religious leaders (77%) Moderate Levels of Trust 1 The survey was fielded from January 23 to January 27, 2013. At the conclusion of the fielding period, responses had been received from 1,022 adults ages 18 and older. The sampling error is +/ 3.07 percentage points at the 95% confidence level. This means that in 95 out of 100 samples of this size, the results would fall in a range of no more than three percentage points of what would have been obtained if every person age 18 or older had been surveyed. 2 Throughout the report, results are presented using weighted data figures. 3 Respondents in this study are aged 18 and older, with just over four in ten (41%) between the ages of 18 and 49 and almost six in ten (59%) ages 50 and older. Slightly more than half are women (53%) and slightly less than half are men (47%). Just over a third (34%) have household incomes of less than $30,000 per year, while nearly onefifth (17%) have household incomes of $30,000 $49,999 per year. Almost four in 10 (37%) of respondents reported an annual household income of $50,000 or more, with one quarter (25%) reporting an annual household income of $75,000 or more. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 3
Additionally, they noted moderate levels of trust (between 60% 75% a great deal or somewhat) in five organizations or individuals: Local TV reporters (69%) Mayor (68%) The President (67%) Lawyer (66%) Child s or Grandchild s teachers (65%) Low Levels of Trust Finally, they reported lower levels of trust (less than 60%) in the remaining six organizations or individuals they were asked about: Newspaper reporters (60%) Your member of Congress (60%) Labor unions (53%) Corporate CEOs (44%) Strangers (32%) Used car salespersons (32%) Figure 1 (on the following page) summarizes the rank ordering from high to low of respondents levels of trust in organizations and individuals: Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 4
Figure 1 Rank Ordering of Trust Levels (n=1,022) Your spouse 91% 7% Your best friend 80% 13% Your doctor 61% 30% Your local police Your neighbors Your banker 37% 43% 38% 47% 44% 45% Judges In laws 21% 21% 58% 56% Religious leader 53% 24% Local TV reporters Your mayor 10% 17% 59% 51% The President Your lawyer Teachers 32% 34% 36% 35% 32% 29% Newspaper reporters Member of Congress Labor unions 7% 11% 9% 53% 44% 49% Corporate CEOs 4% 40% Strangers Used car salesperson 2% 3% 30% 29% 0% 20% 40% 60% 80% 100% A Great Deal of Trust Somewhat Trust Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 5
Age Differences in Levels of Trust When examining levels of trust in organizations and individuals by the age groups 18 49 and 50+, seven significant differences emerge (see Table 1 below). Table 1 Levels of Trust in Organizations and Individuals by Respondent Age (n=1,020)* Organization/Individual 18 49 50+ (n=577) (n=443) Spouse 98 98 Best friend 93 93 Doctor 89 94 Local police 87 89 Neighbors 81 88 Banker 78 87 Judges 84 74 In laws 90 67 Religious leader 75 79 Local TV reporters 69 69 Mayor 69 66 The President 70 63 Your lawyer 65 67 Teachers 66 64 Newspaper reporters 61 58 Member of Congress 63 56 Labor unions 58 46 Corporate CEOs 43 46 Strangers 30 34 Used car salesperson 30 36 *Bolded items represent significant differences at the.05 level. When compared to younger respondents, those age 50+ said they had higher levels of trust in their neighbors (89% vs. 81%) and in their bankers (87% vs. 78%). Younger respondents said they had higher levels of trust in judges (84% vs. 74%), their in laws (90% vs. 67%), the President (70% vs. 63%), their member of Congress (63% vs. 56%), and labor unions (58% vs. 46%). These findings suggest trust levels may be moderated by experience older individuals may have more experience with particular individuals/organizations than do younger individuals leading to the types of age differences observed here. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 6
Gender Differences in Levels of Trust When examining levels of trust in organizations and individuals by gender (men and women), four significant differences emerge (see Table 2 below). Table 2 Levels of Trust in Organizations and Individuals by Respondent Gender (n=1,022)* Organization/Individual Male Female (n=493) (n=529) Spouse 97 99 Best friend 95 92 Doctor 90 92 Local police 86 90 Neighbors 85 83 Banker 80 84 Judges 82 77 In laws 81 75 Religious leader 75 79 Local TV reporters 65 73 Mayor 64 71 The President 62 72 Your lawyer 65 67 Teachers 62 68 Newspaper reporters 57 62 Member of Congress 55 65 Labor unions 51 54 Corporate CEOs 46 43 Strangers 38 27 Used car salesperson 30 35 *Bolded items represent significant differences at the.05 level. When compared to male respondents, women said they had higher levels of trust in local TV reporters (73% vs. 65%), The President (72% vs. 62%), and their member of Congress (65% vs. 55%). In contrast, men have higher levels of trust in strangers (38% vs. 27%) than do women. While there are minor detectable differences in ratings by gender, there is no discernable pattern of responses across organizations and individuals by gender, which is consistent with the gender differences literature. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 7
Summary According to our results, adults of all ages trust most those persons and groups they are closest to and are most familiar to them. Conversely, those who are at a greatest distance from them engender the least amount of trust. At this level of abstraction the results fit nicely with social distance theory which would predict this outcome. In contrast, however, those groups garnering mid levels of trust do not necessarily fit a clear social distance pattern. That is, local police and personal bankers score significantly higher than one s in laws and teachers. Also, there are minor, but measurable differences in trust ratings by age groups (18 49 and 50+) that suggest trust levels may be moderated by experience older individuals may have more experience with particular individuals and organizations leading to the types of age differences we observed. Similarly, there are minor, but measurable differences in trust ratings by gender, but no systematic pattern of differences across organizations and individuals. Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 8
Appendix A: Demographic Characteristics of Respondents Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 9
American s Trust in Organizations and Individuals N=1,022 Age Gender 18 49 57% 50+ 43% Men 48% Women 52% Employment Status Employed Full Time 43% Employed Part Time 14% Retired 19% Homemaker 7% Other (student, unemployed, etc.) 17% Educational Level Less than high school graduate 13% High school graduate 32% Some college 26% College graduate or technical school 19% Post graduate or professional 11% Marital Status Race or Ethnicity Married 50% Widowed 7% Divorced 10% Single or single, with partner 29% Separated 3% White, non Hispanic 65% Black, non Hispanic 11% Hispanic of any race 15% Other 9% Annual Household Income Less than $30,000 37% $30,000 $49,999 17% $50,000 $74,999 12% $75,000+ 25% Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 10
Appendix B: Annotated Questionnaire Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 11
Annotated Questionnaire The study was conducted for AARP via telephone by SSRS, an independent research company. Interviews were conducted from January 23 27, 2013 among a nationally representative sample of 1,022 respondents 18 years of age or older. The margin of error for total respondents is +/ 3.07% at the 95% confidence level. More information about SSRS can be obtained by visiting www.ssrs.com. I am going to read you a list of organizations and individuals. For each one, please tell me to what extent you trust them. How about (insert item)? Would you say? a. Newspaper reporters 7% 53% 21% 17% 2% b. Local TV reporters 10% 59% 15% 12% 3% c. Your mayor 17% 51% 10% 9% 14% d. Your member of Congress 11% 49% 17% 18% 5% e. The President 32% 35% 11% 20% 2% f. Your doctor 61% 30% 3% 4% 2% g. Your lawyer 34% 32% 5% 9% 21% Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 12
h. Judges 21% 58% 9% 7% 4% i. Corporate CEO s 4% 40% 24% 25% 8% j. Your banker 38% 44% 8% 6% 4% k. Your religious leader 53% 24% 4% 7% 12% l. Your child s or grandchild s teacher* 36% 29% 3% 3% 8% *22% did not have children/grandchildren. m. Labor unions 9% 44% 15% 22% 11% n. Used car sales person 3% 29% 29% 36% 3% o. Your local police 43% 45% 5% 6% 1% p. Your spouse (n=487)* 91% 7% 1% 1% <1% *More than half (52%) of survey respondents did not report having a spouse (see Appendix A). Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 13
q. Your mother or father in law 66% 12% 2% 2% 18% r. Your neighbors 37% 47% 7% 7% 3% s. Your best friend 80% 13% 2% 2% 2% t. Strangers 2% 30% 25% 42% 1% Americans Trust in Organizations and Individuals: An AARP Bulletin Survey 14