Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Consumers say content errors and inaccuracies are the top issues that make them distrust a company's website, according to a recent report from Neustar and the Ponemon Institute.

The report was based on data from a survey of 750 adults living in the United States (52% women; 48% men).

Some 91% of respondents say they do not trust websites that contain errors and inaccuracies.

Website unavailability is the next biggest red flag for consumers, with 88% of respondents saying they do not trust websites that frequently go down.

Five other factors that inspire mistrust: authentication that appears too easy (75% of respondents do not trust), long load times (67%), previous data breaches (63%), a lack of security safeguards (55%), and a reliance on only passwords for identification (31%).

Consumers' expectations for websites vary significantly by vertical. For example, most respondents are willing to forgive slow load times on government and financial services websites, but they are not willing to do so for e-commerce, entertainment, and social media sites.

Various other website issues do not damage trust but nevertheless elicit dislike, the analysis found. For example, more than half (55%) of respondents say they dislike ads that interfere with content on websites.

About the research: The report was based on data from a survey of 750 adults living in the United States (52% women; 48% men).

Continue reading "Seven Things That Make Consumers Distrust Brand Websites" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji