Over the past year, people around the world have moved online and now conduct most of their daily lives digitally — from classes to grocery shopping; from doctor appointments to holiday celebrations. These digital shifts have required increased trust from all of us. Employees and employers have had to trust each other to work securely and productively from new locations (sometimes during different working hours), consumers have had to trust businesses to keep their personal data safe.
Today we released the State of Digital Trust report, which highlights how the shift to a digital world impacts trust in brands. We worked with YouGov to survey more than 15,000 office workers around the world and learn more about their trust in the digital economy. Here’s what we found:
Two main factors impact how much (or little) people trust a digital brand: reliability and security. Our survey found that 32% of Americans consider service reliability — meaning products are as expected, items arriving on time and in good condition — to be the most important factor for determining their trust in a digital brand, and globally, respondents share that sentiment. How a brand handles its customers’ data also plays an important role in customer trust: 42% of Americans and 47% of UK respondents say that a brand mishandling or selling data would cause them to lose trust in that brand, and many respondents around the world agree. ...read more!
