Commentary

Cybersecurity Study: 3% Of Consumers See Marketing, Advertising As 'Trustworthy'

Consumers are concerned about someone accessing their personal information so much so that they will take their business elsewhere if they don’t think a company is properly handling their data.

The bad news for marketers is that on the types of businesses that consumers trust the most, marketing and advertising is dead last, according to a new study.

The study comprised a survey of a nationally representative sample of 2,000 U.S. adults conducted by conducted by PwC and BAV Group.

The most trustworthy types of businesses are hospitals and banks and health care providers. Here are the types of businesses consumers trust most:

  • 42% -- Hospitals, banks
  • 39% -- Healthcare providers
  • 26% -- Insurance companies
  • 24% -- Nonprofits
  • 23% -- Utilities, government
  • 21% -- Information technology
  • 17% -- Professional services
  • 16% -- Pharma
  • 14% -- Aerospace, food and beverage
  • 13% -- Online retailers
  • 12% -- Agriculture
  • 11% -- Energy, hotels
  • 10% -- Automotive, airlines
  • 9% -- Manufacturing, telecom
  • 8% -- Sports organizations
  • 6% -- Media and entertainment
  • 5% -- Startups
  • 3% -- Marketing and advertising

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The majority (69%) of consumers believe companies are vulnerable to hacks and cyberattacks and only 25% believe that most companies handle their sensitive personal data responsibly.

This could have serious repercussions, since 87% of consumers say they will take their business elsewhere if they don’t trust their data is being handled responsibly, according to PwC.

Almost half (45%) of consumers say that it is likely that their email or social media accounts will be hacked within the next year, the most common statement. Fewer expect they will have a flight canceled (36%), get a new job (35%) or have to go to an emergency room (31%).

It’s going to be up to companies to protect the data of their customers, and this is going to be a big deal.

Only 10% of consumer feel they have complete control of their personal information.

4 comments about "Cybersecurity Study: 3% Of Consumers See Marketing, Advertising As 'Trustworthy'".
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  1. Jonathan Hutter from EMHS (Eastern Maine Healthcare Systems), November 7, 2017 at 2:44 p.m.

    These are the same people who say that they don't listen to advertising, and it doesn't affect their purchase decisions. Then they drive off in their BMW. 

    There should be a new hash tag: #advertisingismyguiltypleasure 

  2. Chuck Martin from Chuck Martin replied, November 7, 2017 at 5:37 p.m.

    Good point, Jonathan.

  3. Ed Papazian from Media Dynamics Inc, November 7, 2017 at 5:59 p.m.

    I'm surprised that even 3% replied that "marketing and advertising" were trustworthy. Which means very little. I'm also surprised that used car salespersons weren't included. Usually this group, along with politicians, rates the lowest in this sort of survey---yet millions still buy used cars and even more millions vote for the politicians.

  4. Chuck Martin from Chuck Martin replied, November 7, 2017 at 8:32 p.m.

    Very good points, Ed. The survey was structured so that respondents selected the top categories for them.

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