Gaining your consumers’ trust in a digital world
The 2024 Digital Trust Index is a survey gauging the level of trust consumers have with digital services and their personal data across major industries. Trust is not a monolithic construct. This is why it takes brands months and sometimes years to earn the trust of their customers. These customers in turn then become brand advocates. First impressions certainly count, but it is a combination of multiple good interactions that lead to a sense of trust in the minds of customers. The digital realm and thereby, digital trust, are no different. This report aims to share insights from consumers around the world, to guide businesses on how to build trust with their customers.
The right balance of user experience, security and increasingly data privacy tend to govern how trustworthy a brand is perceived to be. This survey reveals how this balance can be nuanced in different sectors, regions and demographics. Notable results, such as 46% users expecting a clear view of what they’ve consented to, clearly demonstrate how savvy the modern digital user is.
Research was carried out among 12,426 general respondents in Australia, the United Kingdom, the United States of America, Brazil, France, Germany, Japan, Singapore, South Africa, The Netherlands, Canada and the United Arab Emirates.
Censuswide, who conducted the research, abides by and employs members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.
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The relationship between trust and user experience is the foundation of successful online interactions. The imperative is clear: organizations must uphold an unwavering commitment to both data security and user experience to build a future where trust enables digital interactions.
Key Takeaways
Essential services top the Digital Trust Index
The most trustworthy industries:
44% Banking
41% Healthcare
37% Government Services
The least trustworthy industries:
7% Media and Entertainment
6% Social Media
5% Logistics
No compromise - consumers want better experiences and technology
Across all industries, consumers place high importance on both an online experience and data security.
You have to earn your customers’ data
The majority (89%) would consent for organizations to use their data – but only if certain caveats are met. Nearly a third (32%) will only consent to what is necessary, with three in ten (30%) expecting to be able to control what data they share. As many as 87% of consumers also expect basic levels of data privacy to be met, including the right to be informed their data is being collected (55%), and the right to have that data erased (53%).
You blink, you lose - customers are time conscious
Consumers want their interactions to be quick, convenient and hassle free. Over a fifth (22%) give up within a minute if they’re having a frustrating online experience – with the likes of password resets and having to re-enter personal information topping the list of frustrations.
Your own people aren’t happy either
Only 51% of employees believe their employer values the importance of a good digital experience, with complex password resets and trouble accessing accounts remotely hampering productivity.
Keep AI close, but data privacy closer
Artificial intelligence (AI) was identified as the technology most likely to have a positive impact on our online interactions with brands. However, fears on what it means for data privacy overshadows the optimism, with 57% saying they feel nervous about what this will mean for their data privacy.
2024 Thales Digital Trust Index
The 2024 Digital Trust Index is a survey gauging the level of trust consumers have with digital services and their personal data across major industries. This report aims to share insights from consumers around the world, to guide businesses on how to build trust with their customers. The right balance of user experience, security and increasingly data privacy tend to govern how trustworthy a brand is perceived to be.
