Today’s connected world is driving a ‘consumer trust divide’ between suspicious minds in developed nations and more accepting attitudes in emerging countries, according to Kantar TNS’s latest Connected Life research.
Kantar TNS surveyed 70,000 people across 56 countries and conducted 104 in-depth interviews as part of the 2017, Connected Life study. The research explored consumer trust in brands in relation to four themes: Technology, content, data, and e-commerce. The findings show that while European and US consumers’ trust in brands is undermined by the poor deployment of advertising and content, consumers in countries across Asia, Middle East and Africa, in contrast, appear to be embracing brand content but have concerns about privacy.
The findings, also shows that many consumers value privacy over convenience, preferring a greater say in decisions that impact them even if that means compromising on speed or ease: 35 percent of consumers in Saudi Arabia and 39 percent in UAE object to connected devices monitoring their activities even it makes their lives easier.