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BizReport : Internet : February 18, 2016

New Digital Trust Index reveals how much users do, or don't, trust the Internet

Digital influence agency Jin has launched the first of their biannual Digital Trust Index reports and reveals that, despite high levels of digital media consumption and engagement, overall trust levels are concerning.

by Helen Leggatt

The first of Jin's Digital Trust Index reports looks specifically at the U.K. and France. Produced in association with the Public Relations Consultants Association (PRCA) the Index will delve into consumers' confidence in the Internet for everyday situations such as researching and purchasing products, networking (both socially and professionally) and researching health issues.

In their first report, now available to download free online, Jin found that overall levels of trust among web users in the U.K and France were "concerning". Out of a maximum score of 100, British users scored 54 and France even less - 48.

In the U.K., the most-trusted sectors (per a survey of 1,000 people) are banking services (59%), health (45%) and public services (42%). In France things are slightly different with public services garnering the most trust (59%) followed by banking services (46%) and ecommerce websites (38%). Interestingly, ecommerce websites was last on U.K. users' list of trusted sectors (16%).

In terms of specific websites - both the British and French agree that Amazon is the most-trusted place to make a purchase (44% and 23% respectively) and the BBC (40%) and Le Monde (8%) the most-trusted place to find out about current events. Google was cited by both countries as being the best place to find out about a product, or a person, and LinkedIn by both to network as a professional.

"The Digital Trust Index reveals some interesting findings about how websites are viewed by the public," says Francis Ingham, Director General of PRCA. "We can see that the expectation of increased cyber-attacks and data breaches in 2016, and the continuing debate over personal privacy, means that firms operating on the web face a huge on-going reputational challenge."

Image via Shutterstock

Tags: digital, Internet, privacy, trust

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