People are wildly polarized on whether they trust Facebook
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People are super polarized about Facebook.
Facebook has been making a lot of moves to show it's more transparent in the wake of the Cambridge Analytica scandal, but people are wildly polarized about whether they trust the company.
Here's the top 15 in order of most to least trusted:
"[We] found that it was very much polarizing on this question," he said. "This study found that Facebook's most common ratings were the extreme ends - either "1" for most trusted or "5" for least trusted. In the end, it seemed that a bit more people were extremely likely to trust Facebook than extremely distrust, so it ranked higher [than Instagram]."
Kelly also said people were more familiar with Facebook than with Instagram. So while there was more polarized opinion about Facebook, the sheer number of people who are familiar with the platform means it ranks higher than Instagram on trust.Curiously, WhatsApp was absent from the top 15. Kelly said WhatsApp is much more popular outside the US as a messaging platform. SMS remains popular because it's essentially free.Asked why Amazon ranked so highly, Kelly said it was probably the firm's focus on good customer service.
"Even though the company uses data to personalize experiences like many others, it goes to show you that having an exceptional experience can have a spillover effect into other brand impressions of your business," he said.
"That, and you really haven't heard of any major data scandals involving the company. And, a lot of companies trust Amazon Web Services to hold their data, so it's definitely proven it has the tech in place for security."Copyright © 2021. Times Internet Limited. All rights reserved.For reprint rights. Times Syndication Service.
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