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Website Implications Of The Internet Trust Index

Created: 09 Apr 2010 • Updated: 03 Jun 2014 • 13 comments
Reshma Kumar's picture
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Internet Trust IndexThe Internet Trust Index has reported a modest level of trust amongst U.S. online adults of 61.5 on a scale of 100 - with zero representing no trust and 100 representing absolute trust in the Internet. This is interesting as getting a pulse on how users perceive the Internet could be valuable for a number of reasons. It provides some insight into what activities users are likely to engage in online, whom is most active online, and where demographically. From a design perspective, this can help guide decision-making with regards to driving feature sets, look and feel, and even communication design. This can also help with regards to technology considerations such as decisions to implement trust marks on a Website such as a trust seal, green bar, or other markers.

The recently released Internet Trust Index (pdf) provides a gauge of consumer confidence on the Web. The results are compiled from a survey of U.S. adults designed to understand their Internet-related behaviors and attitudes. The survey measures nine different criteria to explore consumer's online activities, experiences, behaviors and concerns. It characterizes major Internet user groups to arrive at why some groups trust the Internet more than others and what are influencing factors. The results are sometimes surprising.

Here are some key findings:

  • Though equally active online, men and women tend to engage in different
    activities. Men check sports scores more often, while women engage in
    social networking more. Women are more concerned about being online than
    men when conducting financial activities and releasing personal
    information online.
  • Users in the Pacific region are more likely to engage in a wide range of
    online activities. Across all regions, up to half or more of overall users would never engage in such activities as online dating, social networking, adult content, virtual networks, managing stocks online and logging into work remotely. However, the Pacific region (compared to Mountain and West North Central regions) is less inhibited to engage in these activities, most likely due to the West Coast's more tech-savvy contingency.
  • Trust in the Internet is highest in West North Central, New England and
    Mountain regions, and lowest in East South Central and East North
    Central regions.

The report is published bi-annually. The survey is conducted for VeriSign by TNS who also conducts the monthly Consumer Confidence Index survey for The Conference Board.

Comments 13 CommentsJump to latest comment

Chakali.com's picture

I think in general interent users trust websites. However I would say a good portion may not trust the information on the sites and maybe sceptics when it comes to advertising on the sites perhaps thinking its commercial. Many that don't use the internet in my experience do not trust the internet and say they have no time. They would rather read books and newspapers and watch tv. I think it is very useful in having an Internet Trust Index becauses its a great way to gauge internet confidence in the masses.

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Reshma's picture

Thanks for your comment. I couldn't agree more.

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Diamond Gunzelman's picture

I found your blog on Google , this is a good blog , i will come back.

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MarkSpizer's picture

great post as usual!

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furminator's picture

Internet Trust Indexes are extremely useful for companies looking to establish a web presence from an advertising standpoint. The Internet Trust Index can be dactored into the risk matrix before the company proceeds

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Deborah's picture

What could I say about this post? It's just tremendous. Keep on posting!

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Essex Web design's picture

Hey, I am checking this site from my phone and it looks kinda trendy. Thought you'd want to know. It's a great post though, didn't mess that up :)

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Website Designer's picture

Thanks for doing this survey and sharing your analysis. We being a website design and development company, this article gives us a better understanding on how internet information is perceived and used by men and women. Keep posting your survey results as we will definitely be looking forward to it.

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Indianapolis Web Design's picture

I think in general most interent users trust websites. But I say a good portion may not trust the info on the sites and maybe sceptics when it comes to advertising on the sites perhaps thinking its commercial.

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bet365 italia's picture

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Watch Paul's picture

This is very inspiring work you have created for us. Some people need to know that these things can ensue to anyone. You have shown me a better view now.

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Leslie's picture

Great post, truly!

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acoTranslations's picture

Thank you, I've recently been hunting for info about this topic for ages and yours is the best I have found so far.

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