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BizReport : Ecommerce archives : August 26, 2015

Study: Content, page loads reduce brand trust

In the game of trust building something new is beginning to build - and takeaway - brands' trust: user experience. That's the takeaway from a new Neustar study which indicates a shoppers online experience - from brands' content to identification methods - can help to build trust or can erode it.

by Kristina Knight

While online security is important when it comes to building consumer trust, one new study indicates online security is only part of the trust-building exercises at which brands need to become fluent. According to Neustar researchers the top three reasons shoppers distrust brands are: inaccurate online content (91%), site downtime (88%) and consumer identification/authentication processes (75%).

"In our always-on, always-connected world, a brand's digital storefront may be the first and only touchpoint a customer has with a company," said Lisa Joy Rosner, chief marketing officer at Neustar. "Discerning customers expect a brand's website to offer them accurate, real-time information, whenever and wherever they want it. On top of that, customers demand that all of the information they share with a brand is retained in a safe and secure manner."

Some interesting findings from the "What Erodes Trust in Digital Brands" study include:

• 78% of consumers 'worry about brand security' because their online performance is sluggish
• 69% have left a site because of security concerns
• 63% distrust brands who've had data breaches
• 50% have negative views of brands up to a year post-breach
• 55% distrust brands that don't use two-factor authentication

Image via Shutterstock

Tags: advertising, brand trust, ecommerce, Neustar, website content

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