The events of 2020 prove how important trust is to both consumers and businesses. Organizations needed to trust employees to work from home, and consumers needed to trust corporate information. As a society, people trust each other to make the right decisions about health and safety, trust the scientific world to create life-saving vaccines, and in times of global economic uncertainty and political turmoil. We must trust the government to support us.
Last year, as we spent more of our daily lives in virtual space, we redefined the meaning of trust, and Okta, a leading independent identity provider, surveyed 1,700 professionals. It was conducted. The findings, titled “The Current State of Digital Trust,” determine whether brands have done enough to build trust in the eyes of consumers and what has influenced the way consumers interact with digital services. I investigated.
The main points of this survey are:
– Trust is fundamental to consumers. The pandemic has made trust essential online, with 58% of Asian respondents saying they are unlikely to buy from a company they don’t trust. A correct understanding of the basics is paramount, with 26% saying that reliable service (such as ensuring that goods arrive in good condition on time) gives the most trust in digital brands. .. Security is the second most important criterion, with 23% saying that secure login options and other measures can help build trust.
– Brand reputation affects online shopping. Asians take the brand’s reputation seriously when it comes to where to spend money online. If you’re concerned about data breaches (45%), believe that the image misrepresents your product (39%), don’t know if your website is legitimate (38%), or your website If you request too much personal information (38%), many people have serious reservations about purchasing goods or services online.
– Data ethics play an important role. The top two reasons Asians lose confidence in their brands are 1) knowing that they are deliberately misusing or selling their personal data (34%) and 2) being a prey to data breaches. (18%).
– The website used for work is the most trusted. According to 25% of respondents, the most reliable of all digital channels are websites such as search engines and online databases used for work, and 10% of Asian respondents secure their data. It says it doesn’t trust the digital channel to handle it.
– Asian office workers are much more cautious online. With the rise of cyber threats over the past year, 71% of respondents say they are paying more attention to providing personal information about themselves online. The practice of working from home has made about 60% of respondents wary of phishing emails, data breaches, and even AI-generated “deepfake” used to disseminate false information.
APAC Trust Profile
In general, studies have shown that within the Asia-Pacific region, Asians have a high level of trust in digital channels. Only 10% of Asian respondents do not trust digital channels to process their data securely. This is in contrast to 19 percent of Americans, the most “unreliable” region.
Asians are more cautious than global responders-71% of Asian respondents are more cautious about providing personal information online in a pandemic-almost twice the global average (41%)
Asian respondents feel that the risk of personal information theft is highest, with data breaches and password theft closing the top three concerns. For brands, consumer loyalty is hard to gain and easy to lose. Brand awareness and reputation are closely linked to digital trust.
Among the APAC markets surveyed, Philippine organizations are most likely to implement new security applications and technologies (66%) and implement more security training (39%). According to a survey specific to the Philippine market, respondents share that the most credible of all digital channels are websites such as search engines and online databases used for work.
Ultimately, in this study, companies educate their staff on security best practices, update legacy technologies that may be vulnerable to online threats, and keep employees efficient and remote. We recommend that you need to protect your corporate data in your work environment. Most importantly, companies need to define trust parameters for employees, partners, and customers to access sensitive data and systems.
Okta is an identity solution provider for the Internet.