More than eight in 10 consumers (84%) say they’ll only interact with brands or information providers they consider trustworthy, according to The About Group (About.com). Six in 10 (60%) expect brands to “bend over backwards to win their business.”
It’s the norm to gather information from a variety of sources — including social media, ads, brand communications, and informational/editorial content — rather than depend on one source. When asked what’s important in earning their trust, more than nine in 10 consumers cite almost all of the factors as being important — meaning brands need to perform well on all of these measures.
More than four in 10 consumers expect brands to deliver exclusivity (46%), expertise (44%), and relevance (44%). They’re less likely to expect fairness (32%), choice (34%), relatability (36%), or transparency (37%) from brands.
Consumers trust word-of-mouth and informational content more than they do social media. Half of consumers feel that posting both positive and negative user reviews on social media increases trust significantly, while only 26% think a large number of “likes” inspires trust.
Brands seeking to win consumers’ trust should focus on providing information and assistance throughout the decision-making process and after purchase.
More than eight in 10 consumers (85%) trust brands that walk them through various possibilities, rather than providing simple answers. Seven in 10 (71%) say they trust brands that provide useful information without trying to sell products or services, and 62% trust brands that provide resources and information for using products they’ve already purchased.
Source: “The Trust Factor,” July 2012, The About Group, Tracy Raiser, SVP Sales, 249 W. 17th St., New York, NY 10011; 212-204-1548; traiser@about.com; www.about.com. Price: Available online at no charge.
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