What Causes Consumers to Lose Trust in Digital Brands?

source: http://www.marketingcharts.com/online/what-causes-consumers-to-lose-trust-in-digital-brands-58728/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Neustar-Consumer-Perceptions-Trustworthy-Websites-Sept2015A majority of consumers don’t trust websites that suffer from security and usability issues, says Neustar in recently-released research [pdf], although inaccurate content is the most common complaint of those identified. Indeed, 91% of the more than 750 adults surveyed for the report said that they don’t trust websites that contain errors or mistakes.

Close behind, almost 9 in 10 (88%) reported not trusting websites that frequently go down (i.e. off-line and unavailable). Another usability issue relates to slow load times, with two-thirds saying they don’t trust websites that take too long to load.

A range of security concerns also affect trust, per the report:

  • Three-quarters don’t trust websites when identity and authentication procedures appear too easy;
  • More than 6 in 10 don’t trust the websites of companies that have had breaches; and
  • Some 55% don’t trust websites that do not have security safeguards to protect their personal informati! on.
By: Dr. Augustine Fou Wednesday, September 9th, 2015 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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