Brands are more trusted than social media for protecting consumer data.
In a recent survey of shoppers, SimplicityDX found that 53% do not trust social channels to refrain from abusing, sharing or selling their data, while 34% say the same thing about brands.
It’s not good news for either side, and it extends to credit-card data: 47% have no trust in social media to protect their data, and 37% lack faith in brands.
This highlights the need for first- and zero-party data, and for obtaining consent for email and other communications, as well as supporting brands with BIMI ((Brand Indicators for Message Identification).
The findings are part of a broader survey that seems to demonstrate that using social media as a force for ecommerce presents many challenges.
For instance, 81% of consumers complain about poor landing experiences when referred by social channels. Moreover, 71% prefer to buy on brand websites, compared to only 13% who prefer social and 16% who have no preference.
The most problematic social landing experiences are:
One positive finding about social media is that 48% consider it a great place to learn about new products, while 13% see it as a way to discover how others are using new products, and 12% consider it an arena for discussing new offerings. Five percent add that social media is a great way to discuss potential purchases, but 20% don't use it for shopping.
The most popular sites? Facebook leads with 61%, while Instagram comes in a distant second with 20%, followed by Facebook Messenger (14%) and TikTok (4%). And 4% cite “other.”
Meanwhile, few consumers have bought during live-streaming shopping events. Their response:
SimplicityDX surveyed 501 online shoppers, each of whom had made a purchase in the prior 90 days.