Connected consumers in Sri Lanka are less trusting than other countries in the region when it comes to their online activities, according to Kantar TNS’s latest Connected Life research.
In comparison to the rest of the world, they are more wary of global brands and their social media content.
Kantar TNS surveyed 70,000 people across 56 countries and conducted 104 in-depth interviews as part of the 2017 Connected Life study. The research explored consumer trust in brands in relation to four themes: technology, content, data, and e-commerce, the agency said in a media release.
The findings show that Sri Lankans are not as trusting of global brands as other markets in the APAC region, with just 26 per cent trusting big global brands in comparison to 54 per cent in both Vietnam and Myanmar, and 47 per cent in Indonesia. In addition, connected consumers in Sri Lanka are untrusting of the content they see on social media channels, with only 23 per cent saying that they find the information here reliable. What’s more, almost two in five (37 per cent) Sri Lankans say that the things brands post on social media are irrelevant to them, the release added.
“Sri Lankans are also more cautious than their neighbours about how brands are using their personal data, with 37 per cent admitting that they were worried about how brands were using this information, in comparison to 20 per cent in Thailand and 18 per cent in Vietnam. However, they are less worried about connected devices monitoring their activities online if it makes their lives easier, with only 31 per cent saying that they had a problem with this, compared to 56 per cent of consumers in Korea and 62 per cent in New Zealand,” it said.
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