Online retailers and media companies among least trusted with personal information

A new survey has claimed online retailers, TV networks and social media networks were among the least trusted by consumers with their personal information.

The latest Essential Media survey has also looked at trust in institutions and found that public broadcaster the ABC remains the most trusted (with 53 per cent total trust), equal to the High Court, and well above newspapers (30 per cent), online news media (27 per cent) and TV news media (25 per cent).

However, social media sites have work to do to build public trust, with just 12 per cent of consumers saying they trust them to responsibly use their information, the lowest ranking overall.

TV networks were close behind with just 19 per cent trust and online retailers faring little better polling 28 per cent trust, just above insurance companies (26 per cent), in the poll of 1,775 people.

The findings come as TV networks and social media sites, such as Twitter, increasingly collaborate on things such as the Twitter Nielsen TV ratings, and as the television networks seek to monetise social media and data to target advertising through second screen apps.

Essential Media The survey also examined people’s online media habits, with Facebook remaining by far the most popular network with 68 per cent indicating they used the service at least once a week, well above Google Plus (21 per cent), Instagram (19 per cent), Twitter (16 per cent) and LinkedIn (15 per cent), Pinterest (13 per cent), Tumblr (7 per cent) and Myspace (5 per cent).

YouTube also performed strongly with 54 per cent of respondents indicating that they visited the video platform at least once a week, with search engine Google the most visited site with 83 per cent saying they used it at least once a week.

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