Survey: Data safety, security on online platforms key for consumers
An overwhelming majority of consumers say safety and security is important for them when choosing an online platform, with some willing to pay extra for it.
A new consumer survey from digital trust credentials platform Trua reveals that 86% of respondents say an online platform’s reputation for safety and security is important to their decision to use it. When finding and hiring a service provider through online platforms, “pricing and transparency” and “trust and safety measures” ranked first and second out of 10 criteria.
Six-in-10 respondents say they are willing to pay extra for enhanced background checks that shield them from fraud, criminal activities and AI-generated accounts and bots. Additionally, 58% are more likely to endorse platforms with clear safety and security policies, emphasizing the growing importance of trust in the digital economy.
[READ MORE: Survey: Consumers worried about data security when online shopping]
Nearly nine-in-10 (87%) respondents believe online platforms fail to communicate clearly how personal data is used and safeguarded. Nearly half of Generation X and baby boomers rate platform transparency as “not very clear” or “not clear at all.”
Fraud or scams (55%), identity theft or account hacking (43%) and payment security issues (36%) are the top concerns among consumers who use online platforms. Only four-in-10 (41%) feel confident about the protection of their financial data during online transactions.
The Trua survey also broke down the privacy concerns among consumers across various platforms:
- Job platforms: 67% of users worry about data breaches on sites like Indeed and LinkedIn.
- Home services platforms: Nearly 70% of users are cautious about sharing personal information on platforms like Care.com and Thumbtack.
- Rideshare apps: Over 60% expressed significant concern about their data's security on Uber and Lyft.
- Dating apps: Privacy fears deter 72% of users from using apps like Tinder and Bumble.
“The message from consumers is unmistakable — trust, safety and transparency now outweigh convenience in importance," said Raj Ananthanpillai, founder and CEO of Trua. "Businesses that fail to evolve in response to these shifting priorities face a significant risk of losing consumer confidence and, ultimately, their competitive edge. Today's consumers expect more than just functionality; they demand a secure and accountable online experience. This survey serves as a crucial wake-up call for companies to reevaluate their strategies, placing trust and transparency at the core of their operations to meet the heightened expectations of today’s consumers."
Methodology
Commissioned by Trua, “The State of Trust and Safety in Online Marketplaces” survey was conducted by Talker Research between Dec. 2 and 6, 2024 and featured 2,000 American adults.
The survey included rideshare apps such as Uber and Lyft; home services apps like TaskRabbit, Thumbtack, Rover, HomeAdvisor and Care.com; job search platforms including Indeed, LinkedIn, Monster and ZipRecruiter; accommodation platforms such as Airbnb and Vrbo; dating apps like Tinder, Hinge, Bumble, OKCupid and Match.com; and financial apps such as PayPal, Venmo, CreditKarma and SoFi.
