During a 2022 survey carried out among consumers who purchased something online in the past six months from various countries across the globe, 60 percent stated they believed that trustworthiness and transparency were the most important traits of a brand, dominating all other traits. A year earlier, the share stood at 55 percent.
Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022
among consumers who purchased something online in the past six months
Method of interview
Online survey
Supplementary notes
The survey was carried out among respondents in Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States, with a minimum of 250 respondents from each country. The methodology was applied during the 2022 survey. The source provides no information about the methodology used in 2021.
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Twilio. (June 16, 2022). Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. "Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022." Chart. June 16, 2022. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. (2022). Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. "Share of Consumers Who Believed That Trustworthiness and Transparency Were The Most Important Traits of a Brand Worldwide in 2021 and 2022." Statista, Statista Inc., 16 Jun 2022, https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio, Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 Statista, https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/ (last visited December 21, 2024)
Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 [Graph], Twilio, June 16, 2022. [Online]. Available: https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
