On Issues of Trust, Social Media Brands Lag Behind | Adweek
Advertisement

On Issues of Trust, Social Media Brands Lag Behind

Advertisement

Apple, Google and Microsoft are trusted about equally by consumers, according to a Zogby Interactive poll this month, while Twitter and Facebook lag far behind in that respect.

Forty-nine percent of respondents said they trust Apple "completely" or "a lot," matching the number who said the same about Microsoft and Google. Apple's "trust a little" or "not at all" total (36 percent) was lower than that of Microsoft and Google (both 46 percent), with a higher "not sure" tally for Apple making up the difference.

Thirteen percent of respondents said they trust Facebook completely or a lot, vs. 75 percent trusting it a little or not at all. The numbers were similarly negative for Twitter (8 percent completely/a lot vs. 64 percent a little/not at all, with another 28 percent not sure).

The numbers were noticeably different for the survey's 18-29-year-olds, who've come of age with these brands.

Google fared a shade better with this cohort (51 percent trusting it completely/a lot, 43 percent a little/not at all) than it did among adults in general. But Apple's ratings were significantly worse (41 percent completely/a lot, 51 percent a little/not at all). And Microsoft scored even more poorly among the 18-29s (34 percent completely/a lot, 60 percent a little/not at all).

You'd expect Facebook to be held in higher esteem by young adults than by their elders. But while its numbers were better among the poll's 18-29s than among all adults, the difference wasn't' dramatic. Twenty percent of the 18-29s said they trust Facebook completely/a lot, vs. 72 percent trusting it a little or not at all.

As for Twitter, 15 percent of the 18-29s said they trust it completely/a lot, vs. 66 percent saying they trust it a little/not at all.