Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Digital Trust Benchmark Report 2021

How US Social Media Users Rank Social Platforms on Privacy, Safety, Deceptive Content, Ad Relevance, and Ad Annoyance

Download
Share
About This Report
Our fifth annual primary research survey reveals the level of trust US social media users have in nine major social platforms, and the role trust plays in the willingness to engage with advertising on those platforms.
Table of Contents

Executive Summary

Issues of deceptive content, privacy, and safety continue to plague social media. In this report, we analyze the data from our fifth annual “US Digital Trust Survey" to evaluate how US social media users feel about nine major social media platforms—Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, Twitter, and YouTube—and reveal the extent to which trust affects usage and attitudes toward advertising.

3 KEY QUESTIONS THIS REPORT WILL ANSWER: 

  1. How concerned are US social media users about privacy, safety, and deceptive content in social media—and how do their attitudes affect their willingness to engage with advertising there?
  2. Which social platforms rank highest in our five pillars of digital trust—Security, Legitimacy, Community, Ad Relevance, and Ad Experience—and which ones are losing trust among social media users?
  3. How has social media users’ trust in social platforms changed versus last year?

WHAT’S IN THIS REPORT? We surveyed 1,730 US social media users on the factors that most affect their trust in social platforms and how those factors impact their decision to engage with ads or sponsored content there.

KEY STAT: More than half (52%) of US adult social media users said that whether a platform protects their privacy and data is extremely impactful on their decision to interact with the ads or sponsored content they see there.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

36charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Why Digital Trust Is Important for Social Media
  4. The 2021 Leaders in Digital Trust
  5. Security
  1. Legitimacy
  2. Community
  3. Ad Relevance
  4. Ad Experience
  5. Demographics
  1. Methodology
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

authors

Audrey Schomer, Debra Aho Williamson

Contributors

Jasmine Enberg
Senior Analyst
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Pearson
VP, Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client