Skip to main content

Market Overview

Toluna and Cintrifuse Survey Finds That Consumers are Extremely Concerned About Data Security


Survey found that Amazon continues to be the most trusted brand

a leading consumer intelligence platform provider that delivers
real-time insights to companies of all sizes, and Cintrifuse,
an organization created to accelerate Cincinnati's startup ecosystem,
today announced the results of their study surrounding data privacy and
consumer trust.

The data, compiled by Toluna's automated consumer insights platform,
TolunaQuickSurveys, surveyed 1,000+ Americans over the age of 18 to gain
insights around the public's trust of brands and the importance of data
privacy in the digital age. The survey is the focal point of
Cintrifuse's March 20th event, Hacking
Trust (The Good Way!)
, to be held at Union Hall in Cincinnati, Ohio.

"In addition to GDPR, recent privacy breaches and data leaks have left
brands in a scurry to improve their processes and dedicate additional
resources to protect consumer data," commented Jay Rampuria, EVP, Global
Business & Corporate Development at Toluna. "Data privacy has never been
more at the forefront of consumer priorities than now, and brands that
are a part of the digital age need to ensure they are meeting consumers'
demands and concerns with quantifiable action."

Key findings from the survey include:

  • The majority have concerns about data and security. 73% are
    very, or extremely concerned about the security of their data; and 74%
    take steps to avoid companies that they don't trust
  • Communications about privacy and trust can be improved. Only
    39% of respondents agree, or strongly agree that brands do provide
    simple communications around privacy and trust
  • Companies have taken steps to earn trust. 49% feel companies
    have taken steps to earning trust within the last year (59% of
  • People take proactive steps to securing their data. 46% of
    respondents use some type of measures to secure their data, 25% are
    considering it
  • Meaningful steps can be taken to earn trust. The most critical
    things companies can do to earn trust are: protecting personal info
    (70%), transparency (65%) & control/access to data (62%)
  • People trust financial institutions, less likely to trust the media
    (especially millennials).

"Trust is the currency of all business interaction, and it potentially
opens the gates to breakthrough innovation," commented Pete Blackshaw,
Cintrifuse's CEO. "This study confirms the urgent importance of being
hyper-proactive in communicating privacy policies, data terms and
conditions, and enabling feedback across the consumer journey. This is
especially important as promising technologies like voice and IoT
unfold. We're excited about tackling these pain-points and turning them
into opportunities."

To view the full results of the survey, please contact

About Toluna

Toluna provides consumer insights designed to empower success in today's
on-demand, global economy. Powered by the perfect fusion of technology,
expertise, and the largest global community of influencers at the ready,
Toluna delivers rich, reliable, real-time insights to individuals, and
companies of all sizes.

Our automated consumer insights platform, TolunaInsights™ underpins
everything we do. Clients can access the platform directly, leverage
Toluna's managed services, or create fully-customized digital consumer
insights programs via our engineered services.

Toluna is committed to promoting Insights on Demand, an entirely new way
for businesses to obtain insight and understand constantly shifting
consumer sentiment and taste in the on-demand economy. Toluna is a
founding member of the Insights on Demand Consortium, a multilateral
group that's advancing the principles and adoption of Insights on
Demand. The company has 24 offices globally spanning Europe, North
America, South America, Asia Pacific, and MENA.

About Cintrifuse

Cintrifuse advocates for entrepreneurs leading high- growth tech
startups – attracting, inspiring and supporting them on their journey.
We focus on three core initiatives to support an ambition to bethe #1
startup hub in the Midwest — Startup Talent, Customer Connections and
Funding Connections. We also operate a Syndicate Fund comprised of
investment from Procter & Gamble,Kroger, Mercy Health, Western &
Southern, University of Cincinnati, EW Scripps, Children's Hospital,and
others. The fund primarily invests in venture capital funds outside the
region in order to strengthen local deal flow and access to startup

View Comments and Join the Discussion!
Don't Miss Any Updates!
News Directly in Your Inbox
Subscribe to:
Benzinga Premarket Activity
Get pre-market outlook, mid-day update and after-market roundup emails in your inbox.
Market in 5 Minutes
Everything you need to know about the market - quick & easy.
Fintech Focus
A daily collection of all things fintech, interesting developments and market updates.
Everything you need to know about the latest SPAC news.
Thank You

Thank you for subscribing! If you have any questions feel free to call us at 1-877-440-ZING or email us at