The Consumer Data Trust Index
Cambridge Analytica. GDPR. The forthcoming California Data Privacy Law. Recent events have led to increased awareness and concern over how brands collect, store, and activate consumer data. Simultaneously, consumers demand a seamless and personalized customer experience. Given all of this change, do consumers trust brands with their personal data in exchange for personalized experiences? If so, how much?
A consumer’s trust in giving a brand the data they need to power personalized experiences will be the new battleground for market share. That’s why we collected over 25,000 responses from 1,000 consumers across the United States, analyzing their level of trust in the world’s biggest brands.
For the second quarter in a row, three companies–Google, Amazon, and Visa— that collect arguably the most data on consumers among those on the list are also among the top ranked brands. This suggests that consumers aren’t opposed to companies collecting information on them, but that information has be used in beneficial and safe ways in order for consumers to trust the company with it. Download the full report for complete rankings, including key insights and takeaways.
Folks want to feel good about getting friend updates. While Facebook again scored low, it did improve 11 spots (from last at #100, up to #89). And when asked which low performing brand consumers wished they could trust, more than 50% of respondents hit the “like” button. Other companies at the bottom include Supervalu, Inc., AutoNation, and DISH Network. Download the full report for complete rankings, including key insights and takeaways.
What Builds Consumer Trust…and How It Gets Eroded
Along with asking consumer to rank a brand’s ‘trustworthiness’, the survey also asked consumers to share what actions lead them to increase or decrease their willingness to share personal information with a brand.
Using the Jebbit platform, we surveyed more than 1,000 United States adults to rate, on a scale of 1 to 10, how much they trusted brands listed in the survey with their personal data in exchange for more relevant offers and services. Each participant rated 25 brands, creating 25,000 total responses. Submissions were accepted from November 12-19, 2018. Participants were sourced through Facebook, Twitter, Instagram, and Amazon’s Mechanical Turk.
Founded by two entrepreneurs sick of online advertising’s status quo, our mission has always been the same: Empowering the world’s largest organizations to better communicate with and understand their audiences.
That’s why we’ve built the world’s first declared data platform, enabling brands to collect and activate the most relevant consumer data through mobile experiences.
Declared data is first-party data that has been willingly and explicitly shared by an individual consumer, often about their interests, motivations, intentions, and preferences. Request a demo to learn how you can get started with a declared data strategy.
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