Nearly 40% of consumers and 30% of marketers who are aware of the recent privacy changes say they "have lost trust in Facebook as a company" as a consequence of those changes, and 47% of marketers and 42% of consumers agree that they "have lost trust in Facebook's use information about me in a responsible way," the poll found.
Moreover, 28% of consumers and 22% of marketers who are aware of the changes expect to reduce their use of Facebook as a result of those changes, according to the MarketingProfs poll.
a. Among consumers aware of the changes, one-fourth (24%) report they are "very concerned" and an additional 45% report they are "somewhat concerned."
b. Marketers aware of the changes are slightly more concerned than consumers, on average: 3 in 10 (29%) report they are "very concerned" and 4 in 10 (41%) are "somewhat concerned."
- Trust in Facebook has been shaken both among consumers and among marketers as a result of the policy changes:
a. Among those aware of the privacy changes, more than one-third of consumers (36%) and nearly one-third marketers (30%) agree that they "have lost trust in Facebook as a company."
b. And consumers and marketers aware of the changes are even more likely to agree that they "have lost trust in Facebook's use of their information" (42% of consumers and 47% of marketers).
- When all respondents (not just those aware of the policy change) were asked about any expected change in their use of Facebook over the next three months, their responses indicate that business and personal communications use of Facebook will continue to increase*: Consumers and marketers are significantly more likely to report that they expect their use of Facebook to increase (24%) rather than decrease (11%) over the next three months.
*Although these responses appear to indicate growth in Facebook use regardless of the change in policy, we don't have a comparable measure of anticipated growth before the privacy-policy changes were announced; accordingly, the post-policy level of anticipated growth might actually be a decline from pre-policy-change levels.
About the study: This MarketingProfs survey looks both at consumers who have adopted the social network platform for personal interaction and at marketers who use the social network to enhance marketing communications programs for companies worldwide. MarketingProfs surveyed a sample of its membership of professional marketers and a consumer panel representing the general population with Facebook profiles. The survey was conducted from May 18 to May 21 via the Web.
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