Every day, we share information with brands — whether it’s something mundane like the browser we used to access a website or something more personal like a birthday. How confident are we, however, that this information will be respected and safeguarded? What companies do we feel most comfortable interacting with?
To find out, DISQO has been conducting a series of monthly surveys on data privacy, to better understand which sites you trust most to protect your private information. Today, we’re sharing the results for our first six editions — encompassing the first half of 2020!
The study covers trust related to the following sources:
- Social media sites
- Search engines
- Online retailers
- Financial institutions
- Media companies
- Market research firms
What We’ve Learned
Over the last six months, trust in every category has seen an increase — some much larger than others. An overwhelming majority of you (73%) report trusting financial institutions, making this source the top trusted source on the list, followed by online retailers (62%).
Market research firms come third, with 61% of you expressing trust in companies like Survey Junkie to respect and protect your personal information. Trust in market research firms surpasses that of media companies (53%), search engines (46%), and social media sites (41%).
When looking at shifts over time, we notice some improvements, especially related to social media sites and media companies. In fact, trust in social media has increased by 24% from January to June — the highest growth rate seen within a single category! To add, trust in media companies has grown by 13%, reaching a majority who feel confident that their information will be respected.
How does trust differ across age groups? Trust noticeably declines with age, making younger generations more likely to trust the brands they interact with. On average, 18 to 24 year-olds report the highest degree of trust (4.82), while seniors over 75 years old report the lowest (4.25).
We will continue to gauge how trust levels shift over time with our monthly surveys. Stay tuned for the next edition of the report, and thanks again to all who participated!