Digital Brands & Trust - Ponemon Institute Report

22 Sep 2016

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Neustar sponsored a survey conducted by the Ponemon Institute which studied consumer’s expectations when visiting websites. 

The survey was completed by over 750 adults, fifty-two percent were female and forty-eight male.

The survey focused around issues of online trust, including trust in a websites performance, content and security.

The survey revealed many staggering facts including that ninety-one percent of people do not trust websites that contain errors or mistakes and eighty-eight percent do not trust website which frequently go down.

Ponemon Report Findings

Even though inaccurate content harms trust, the report found that users don’t mind ‘aggressive adverts’. The survey respondents did not have such a problem with forceful marketing tactics like persistent banner ads which can affect your Google Ranking.  

There was however one exception, the respondents stated that respectful advertising was deemed important by seventy-three percent on informational sites, meaning users are more accepting of adverts on shopping or online banking sites. 

But, fifty-two percent of those surveyed disliked adverts which redirected them to other sites.

To read more and find out what users expect from sites, please download the full report.