Hidden dangers
Trust in a connected world

From fake news to connected devices, chatbots and more, technology is shaping society but is it making us uncomfortable? How can brands build and maintain trust in this rapidly-evolving world?

Connected Life is Kantar TNS's annual study of online behaviour across the world. This year, it seeks to understand what we trust and why - and how brands should respond.

56 countries | 70,000 people
104 in-depth interviews

Explore trust in a connected world


of 16-24 year olds think they use their mobile phone too much

Trust in technology

Whether it's through Twitter, chatbots or email, is connectivity improving or damaging the exchanges and relationships companies have with their customers?

We explore how brands can build trusted customer relationships in a world where touchpoints are increasingly moving online.

Reveal insight one

I completely object to the idea of talking to an automated bot on social media, even if it means my question is answered faster

Reveal insight two

"It's not about whether it's a chatbot or a person. It's about whether they are above-board about it being a bot. I'd feel like a fool if I found out it's not a person after all."

Gareth, UK


of people globally completely object to connected devices monitoring their activity

Trust in my data

When it comes to data online, people have been on the losing end of an unfair exchange for too long. What can businesses do to rebuild trust?

Our insights reveal the principles brands need to follow in order to maintain trust and prove that consumer data is safe with them.

Reveal insight one

I am concerned with the amount of personal information that companies know about me

Reveal insight two

"I both love and hate Amazon. I'm both glad and frightened by how much they know about me. I'm like, 'Really glad you all remember the toner cartridges I ordered.' But then I'm like, 'Why do you have all this information about me?"

Matthew, US


of people globally think brand posts on social media aren't relevant to them

Trust in what I see

After years of poor social ads and fake news, have people lost faith in brands? How is a world of self-serving or unreliable information eroding consumer trust in brand messaging?

We examine this new world of content and ask if it's damaging the trust people have in everything they see and read online.

Reveal insight one

Most of the information on social media is unreliable

Reveal insight two

"In my mind many brands goof up when they go into denial or damage control. What it tells me is that for you, saving your own $@% is more important than welfare of your customers and this is a clear breach of trust"

Wasim, Australia


of 16-24 year olds don't want to use mobile payments

Trust with my money

Buying online is the ultimate leap of faith. So it's not surprising that trust is one of the greatest barriers to eCommerce adoption around the world.

We explore how trust is shaping eCommerce for all the products people buy - how we combine traditional and online trade, across devices and networks. How might overcoming obstacles in trust create new eCommerce opportunities for brands?

Reveal insight one

I would prefer to pay for everything using my mobile phone

Reveal insight two

"When they refunded my money even before I returned the product they made me feel that they trusted me. And so I feel that I should trust them in return"

Li Wei, China

Download a regional summary

Complete the form below to download either a global or regional snapshot based on Connected Life's findings. Each short report gives a summary of how people behave online and what they trust in the connected world.

Regions to choose from:

  • Global
  • China
  • Latin America
  • South-East Asia
  • United Kingdom
  • USA
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