Consumers regularly turn over their personal information to brands in exchange for special offers and personalized experiences, and of course, the data gleaned from these inquiries can produce invaluable material for lead generation, but asking for too much information can quickly drive consumers away, according to a recent survey by data platform Jebbit.
The study, which sought to analyze how much consumers trust the world’s most well-known brands, asked respondents to list the types of behaviors that provoke them to distrust a company that asks for their personal information.
As it turns out, many consumers often think that brands sometimes ask too many questions. About 40 percent of respondents said they distrust a brand when it asks them for too much information. Nearly a third (28 percent) said they distrust brands that’ve been involved in public data scandals. Nearly one-in-five (16 percent) said they distrust brands that’ve relied on inaccurate information to market them, and 10 percent said they distrust a brand that engages in “creepy” advertising practices.
By contrast, the survey sought to uncover what behaviors could cause brands to be seen in a more positive light. A majority of respondents (33.3 percent) said declining to show ads, offers or messages based on data consumers didn’t supply led them to trust brands most, followed by storing and using only personal info that’s relevant to the product they buy (33.2 percent) and revealing what info brands have on them (24 percent).
The survey also asked respondents to rank, on a scale of 1 to 10, how much they’d trust a list of 100 brands if those brands offered them offers, goods and services in exchange for data. The companies taking the top–trusted slots were Amazon, Google, Visa, UPS and Apple. CarMax, Philip Morris, Conoco, DISH Network and Autonation were among the worst-ranked brands.
Jebbit’s report, “The State of Consumer Trust” surveyed 1,000 U.S. adult smartphone users in November. Participants were sourced through Facebook, Twitter, Instagram and Amazon’s Mechanical Turk.