Hidden dangers

Trust in a connected world

Connected Life

56 markets

72,000 consumers

104 qualitative interviews

of the Netherlands thinks that

most of the information on

social media is unreliable

50%

of the Netherlands is

concerned that social

networks can control

the information they see

51%

of people in the Netherlands

believe that the things

brands post on social media

are not relevant to them

54%

Trust + Recommendation

= Success

Companies face a crisis: how can they build and maintain

trust and authenticity in this rapidly-changing world?

Trust in technology Trust with my data Trust with my money

Trust in technology

How much trust do YOU have in machines?

Unsure? Consumers are too. Netherlands:

“I have no problem talking to an

automated bot on social media,

if it means my question

is answered faster”

“I have no problem using companies

that only offer online customer service”

31% agree

39% completely object

26% agree

45% say they need

offline options as well

It’s not versus; it’s when Humans and when Machines

I didn’t know what I had done wrong.

because it might be my fault.

I need some empathy for my

specific situation. Looking for

a special offer.

We are increasingly placing our trust in technology to help

simplify our lives

But are these ‘solutions’ just adding to the problem?

33% of 16-24 year olds in the

Netherlands think they use

their mobile phones too much

And is your brand complicit?

Understand the needs

Be transparent

1

2

Trust with my data

For many, brands have gone too far

52% of consumers in the

NL are concerned

about the amount

of personal data that

companies know

about them.

But controlling what we share is almost impossible

“The user may be required, at Purple’s

discretion, to carry out 1,000 hours of

community service.

This may include the following: Cleansing

local parks of animal waste. Providing hugs

to stray cats and dogs. Manually relieving

sewer blockages. Cleaning portable

lavatories at local festivals and events.

Painting snail shells to brighten up their

existence. Scraping chewing gum off the

streets.”

Only collect

what you need

Just because you can, it doesn’t mean you should

Be transparent,

and ask permissionAlways remember

the value exchange

Trust with my money

Suspicious: no physical address,

not easy to get in touchTrusted: physical address, terms and

conditions can be easily found, familiar

external proof of reliability

Often, the experience doesn’t live up to the expectation

Consumers just aren’t “buying it”

of consumers in the Netherlands

think Instagram is a good place

for buying or selling goods and

services

3%

Understanding:

Needs + Concerns

= Success

Without trust, frictionless is of little worth

Understanding context

=

Building trust

If brands want to have

‘conversations’, have ‘FB

accounts’, and in general, be

more human-like, then they

need to be more human in

other ways too

Building trust in a brand requires evoking the same

emotions as in human relationships. The 3 I’s of trust.

Download gratis de highlights van Connected Life!

http://bit.ly/event-Engage

Digital consultant at Kantar TNS

Monika.Wies@kantartns.com

+31 620 426 027

Digital consultant at Kantar TNS

Judith.ten.Bokkel@kantartns.com

+31 613 053 450