2019 Digital Trust

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Respondents tend to be younger, affluent, and identify as early tech adopters. For this report, this makes them more aware of platform trust issues in comparison to the general population and therefore they act as a leading indicator of the state of trust on social platforms.

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What insights does this report contain?

	The analysis in this report is based on primary research from an online survey we fielded to 1,974 members of our proprietary consumer panel from April 23 to May 16, 2019.
	As with our 2018 edition, the presence of deceptive content like fake news is the single most impactful factor on a user's willingness to engage with ads on a platform.
	A majority of respondents are more receptive to ads and sponsored content on platforms that have high digital trust.
	Lack of trust might not simply erode ad effectiveness or user engagement – our data suggests that it could actually drive some users off of social platforms entirely.

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