• by Ray Schultz , Columnist, February 24, 2025

Consumers are more worried about online safety -- so much so that 86% say an online platform’s reputation for safety and security is key to their deciding to use it, according to a recent study from Trua titled The State of Trust And Safety In Online Marketplaces. 

But it varies by generation. Among the Baby Boomers polled, 93% are likely to agree this is very important, and Millennials and Gen X are also concerned, Gen Z less so. 

Overall, 60% are willing to pay more for background checks and other measures. 

Moreover, 85% of consumers think it is important that online platforms/apps verify service providers’ backgrounds, 62% very much so.  

But there is work to be done in this area, for only 18% are very confident that online platforms do properly vet providers.  

And there is a gap in data transparency — only 13% say  brands very clearly explain how they collect and protect data. But 56% say they are fairly or somewhat clear. Again, Baby Boomers are least likely to be confident. 

The biggest risks from online platforms? Consumers cite:

• Fraud or scam s —55%
• Identity theft or account hacking — 43%
• Payment security issues — 36%
• Privacy concerns — 32%
• Inability to verify the credibility of service providers — 24%
• Receiving poor services — 22%
• Difficulty resolving disputes with customer service — 18%
• Unclear or confusing platform policies — 10%
• N/A: I don’t think there are any risks with using online platforms — 6%

The takeaway? "The message from consumers is unmistakable—trust, safety, and transparency now outweigh convenience in importance," said Raj Ananthanpillai, founder and CEO of Trua. "Businesses that fail to evolve in response to these shifting priorities face a significant risk of losing consumer confidence and, ultimately, their competitive edge.

On behalf of Trua, Talker Research surveyed 2,000 U.S. consumers from December 2-5, 2024.