Study: U.S. Consumers Don't Trust Any Industry To Keep Personal Data Safe

Lack of consumer confidence is likely to impact brand engagement efforts.

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Jul 10, 2014, 08:00 ET

NEW YORK, July 10, 2014 /PRNewswire/ -- A consumer study from Radius Global Market Research shows that U.S. consumers have little faith that companies are able to keep their person data safe. The sentiment crosses nearly all industries with consumers saying that the lack of trust will likely affect purchase habits.

"Ongoing security breaches have pushed the issue of online security to the top of consumers' minds," says Radius GMR Director, Jamie Myers. "We set out to determine which industries were the most trusted among consumers when it comes to keeping data secure. In the end, those surveyed felt that no company in any industry is doing it well."

When the survey asked U.S. technology owners which industry is doing the best job at keeping their information safe, no clear leader emerged with "no industry" ranking the highest (29%). In looking at specific companies/brands across these different industries, most surveyed were unable to clearly identify a brand leader that does the best job in protecting and preventing identity theft/fraud.

In general financial websites out-perform other industries with just over 25% saying they do the "best job" in securing their personal information. At the other end of the spectrum, operating systems and social media sites are not perceived very highly with securing personal information.

"Consumers made it clear that a perception of poor security practices is reason enough to stop doing business with a brand," adds Myers. "Clearly it is not enough to have a good track record. In this environment brands must adjust communications to merchandise ongoing efforts in order to establish and keep trust."

Radius GMR's online consumer study "Privacy & Security Issues Among U.S. Consumers" surveyed consumers who own or use regularly a computer, tablet, or mobile phone. A summary of survey results can be obtained by visiting www.radius-global.com.

About Radius Global Market Research
Radius Global Market Research (www.radius-global.com) is one of the largest independent custom market research companies. For more than 50 years, the business has partnered with leading global marketers to develop insights-based strategies that drive brand performance. Radius GMR is based in New York. Global operations include London-based Radius EMEA and Radius Asia in Beijing, China.

SOURCE Radius Global Market Research