Post by wekeve7933 on Dec 5, 2023 9:13:16 GMT
In the new wave of its Connected Life 2018 global study, Kantar TNS deciphers consumer trust in brands in 4 areas: content, data, technology and ecommerce. Focus on French consumers, i.e. 3,000 respondents among 70,000 surveyed in 56 countries. Personal data: distrust is gaining… The French are increasingly aware of the price to pay to integrate a digital ecosystem that has now become inseparable from their connected lifestyle.
Even more than new services, they want greater guarantees in terms Whatsapp Number of the protection of their data and are increasingly concerned by the quantity of information that companies hold on their account as well as by the knowledge that social networks withdraw from their use. More than half (57%) of French consumers are completely opposed to connected devices that measure their activities , even if they make their daily lives easier (43% worldwide). 51% of them are concerned about the amount of personal information companies hold on their account (40% globally).
When content no longer inspires confidence Likewise, the development of “ fake news ” and self-promotional information from brands influences the confidence of the French with regard to the content they read online. More than half of French people (53%) believe that most of the information circulating on social media is unreliable . Half (50%) are even worried about the fact that social networks do not control the information they consult. While personal data is often given away in exchange for a promise of personalized content, 57% of French consumers consider publications of brand content on social networks to be irrelevant , compared to 32% worldwide.
Mobile payment and chatbots far from being popular Although very connected, the French are surprisingly wary of mobile payments : Only 14% of them prefer to pay for their purchases with their mobile phone, unlike in China, where almost two thirds (64%) do. Connected Life 2017 also reveals that the level of acceptance of chatbots, increasingly used in customer service, is generally low in Europe (29%, compared to 39% globally). In France, 24% of individuals say they are ready to interact with this online discussion system. However, 42% refuse to accept chatbot as their sole customer service and say they need brick-and-mortar businesses to offer them offline customer service. According to Kantar TNS: “ Currently, in our multi-connected daily lives, distrust of digital technology is gaining ground, particularly due to the fake news that circulated during the various electoral campaigns, particularly in the United States.
Consumers, especially in European and North American markets, feel they have an unequal relationship with brands when it comes to data exchange. They want more optin requests from them, even if this will impact their comfort of connectivity (speed, ease of use, etc.) This is a real challenge for brands: how to build and maintain a bond of trust with their consumers in this constantly evolving digital ecosystem? Companies must better understand the way they engage with consumers and, above all, be more transparent about the collection and use of data, but also respect their wishes and choices. “Customer first” comes first. Marketers must not forget this. » To view the full results of this study, click here .
Even more than new services, they want greater guarantees in terms Whatsapp Number of the protection of their data and are increasingly concerned by the quantity of information that companies hold on their account as well as by the knowledge that social networks withdraw from their use. More than half (57%) of French consumers are completely opposed to connected devices that measure their activities , even if they make their daily lives easier (43% worldwide). 51% of them are concerned about the amount of personal information companies hold on their account (40% globally).
When content no longer inspires confidence Likewise, the development of “ fake news ” and self-promotional information from brands influences the confidence of the French with regard to the content they read online. More than half of French people (53%) believe that most of the information circulating on social media is unreliable . Half (50%) are even worried about the fact that social networks do not control the information they consult. While personal data is often given away in exchange for a promise of personalized content, 57% of French consumers consider publications of brand content on social networks to be irrelevant , compared to 32% worldwide.
Mobile payment and chatbots far from being popular Although very connected, the French are surprisingly wary of mobile payments : Only 14% of them prefer to pay for their purchases with their mobile phone, unlike in China, where almost two thirds (64%) do. Connected Life 2017 also reveals that the level of acceptance of chatbots, increasingly used in customer service, is generally low in Europe (29%, compared to 39% globally). In France, 24% of individuals say they are ready to interact with this online discussion system. However, 42% refuse to accept chatbot as their sole customer service and say they need brick-and-mortar businesses to offer them offline customer service. According to Kantar TNS: “ Currently, in our multi-connected daily lives, distrust of digital technology is gaining ground, particularly due to the fake news that circulated during the various electoral campaigns, particularly in the United States.
Consumers, especially in European and North American markets, feel they have an unequal relationship with brands when it comes to data exchange. They want more optin requests from them, even if this will impact their comfort of connectivity (speed, ease of use, etc.) This is a real challenge for brands: how to build and maintain a bond of trust with their consumers in this constantly evolving digital ecosystem? Companies must better understand the way they engage with consumers and, above all, be more transparent about the collection and use of data, but also respect their wishes and choices. “Customer first” comes first. Marketers must not forget this. » To view the full results of this study, click here .