Facebook ranks last in digital trust among consumers

Summary List Placement

When it comes to protecting users’ personal information and providing a safe online environment, social network users in the US give lower marks to Facebook, TikTok, and Twitter. According to Insider Intelligence’s annual “US Digital Trust Survey,” LinkedIn is the most trusted social platform overall. We define digital trust as the confidence users have in a social media platform to protect their information and provide a safe environment for them to create and engage with content.

In the 2020 “US Digital Trust Survey,” we evaluated consumer perceptions of the major social networks within five categories of trust: security, legitimacy, community, ad experience, and ad relevance*. We ranked nine platforms—Facebook, Instagram, LinkedIn, Pinterest, reddit, Snapchat, TikTok, Twitter, and YouTube—according to how our respondents perceived them along those five pillars of digital trust. We fielded the online survey of 1,865 US respondents ages 18 to 74 between May 28, 2020 and June 3, 2020, using a sample provided by a third party.

We found that Facebook was the least trusted social media platform regarding data privacy. Nearly one-third (32%) of US Facebook users at least somewhat disagreed that they had confidence in the platform to protect their data and privacy. Just 10% of LinkedIn’s users said the same of the professional network.How Much Do US Social Media Users Agree That Social Media Platforms Protect Their Privacy and Data

“Two years after the Cambridge Analytica scandal, we expect that Facebook’s massive data privacy issues during that time have persisted in public memory and continue to be a black mark on its record,” said Audrey Schomer, senior research analyst at Insider Intelligence. “This is likely driving nearly one-third of US Facebook users to continue to view Facebook as a platform that doesn’t adequately protect their data. Our research highlights the great importance of data privacy protections by social networks to ensure that user engagement data isn’t mishandled or misappropriated.” 

A majority (53%) of US Facebook users at least somewhat agreed that the platform protects their data and privacy, but this was the lowest share of respondents among all platforms we measured. 

“To Facebook’s credit, it has made efforts to give users more control over their data through opt-in and opt-out features tied to what data is shared and what ads they’re shown, as well as by increasing its own transparency into what data is collected,” said Daniel Carnahan, research analyst at Insider Intelligence. “Nevertheless, it appears that these efforts are still having only minimal effects on US user sentiment.”

TikTok and Twitter were the next-to-worst performers when it came to confidence in their user data and privacy handling. About one in five US TikTok and Twitter users (22% and 21%, respectively) at least somewhat lacked confidence in the platforms to protect their data and privacy. While majority shares of the two platforms’ respective users felt confident that their data and privacy was being protected, they were still less confident compared with users of other platforms. For TikTok, intensifying scrutiny from the US government has likely had a negative impact on some users’ confidence in the app. When our survey was conducted, many US legislators were voicing their concerns about TikTok’s connections to the Chinese government. As for Twitter, it had already come under fire in 2019 for sharing some users’ data with advertisers without their permission. It also fixed a bug that accidentally collected and shared user location data.

LinkedIn and Pinterest ranked highest when it came to confidence in their ability to provide security. Nearly three-quarters (73%) of LinkedIn users and 66% of Pinterest users at least somewhat agreed that the respective platforms protect their privacy and data. LinkedIn and Pinterest have each received very little media attention related to data privacy issues, which likely contributes to their more positive perceptions among users.

What the Results Mean

Digital trust is important for brands and advertisers to consider because US social users say it impacts whether they will interact with the ads they see on social platforms. Even if security scandals don’t drive users to stop using social platforms, our data indicates that the trust users have—or don’t have—in social platforms could impact their interactions with ads or sponsored content. In fact, 79% of respondents said whether a platform protects their privacy and data was either extremely or very impactful when it comes to their decision to engage with ads. And 30% of respondents said that whether a platform shows them relevant ads had an extremely or very high impact.

This article was originally published on eMarketer.

Interested in getting the full report?

Join the conversation about this story »

Related posts

Facebook wants to know how it’s shaping the 2020 elections — researchers say it’s looking too late and in the wrong places (FB)

Summary List Placement

Facebook was first warned in late 2015 that Cambridge Analytica was misusing data illicitly harvested from millions of Americans in an attempt to sway the 2016 US elections.

It didn’t pull the plug on the firm’s access to user data until March 2018 after reporting from The Guardian turned the breach into a global scandal.

More than two years later — and barely two months before the deadline for votes to cast their ballots in the 2020 elections — Facebook has decided it wants to know more about how it impacts democracy, announcing last week that it would partner with 17 researchers to study the impact of Facebook and Instagram on voters’ attitudes and actions.

But researchers outside of the project are conflicted. While they praised Facebook for promising to ensure more transparency and independence than it has before, they also questioned why the company waited so long and just how much this study will really bring to light.

“Isn’t this a little bit too late?” Fadi Quran, a campaign director with nonprofit research group Avaaz, told Business Insider.

“Facebook has known now for a long time that there’s election interference, that malicious actors are using the platform to influence voters,” he said. “Why is this only happening now at such a late stage?” 

Facebook said it doesn’t “expect to publish any findings until mid-2021 at the earliest.” The company did not reply to a request for comment on this story.

Since the company is leaving it to the research team to decide which questions to ask and draw their own conclusions — a good thing — we don’t yet know much about what they hope to learn. In its initial announcement, Facebook said it’s curious about: “whether social media makes us more polarized as a society, or if it largely reflects the divisions that already exist; if it helps people to become better informed about politics, or less; or if it affects people’s attitudes towards government and democracy, including whether and how they vote.”

Facebook executives have reportedly known the answer to that first question — that the company’s algorithms do help polarize and radicalize people — and that they knowingly shut down efforts to fix the issue or even research it more.

But even setting that aside, researchers say they’ve already identified some potential shortcomings in the study.

“A lot of the focus of this work is very much about how honest players are using these systems,” Laura Edelson, a researcher who studies political ads and misinformation at New York University, told Business Insider.

“Where I’m concerned is that they’re almost exclusively not looking at the ways that things are going wrong, and that’s where I wish this was going further,” she added.

Quran echoed that assessment, saying: “One big thing that they’re going to miss by not looking more deeply at these malicious actors, and just by the design, is the scale of content that’s been created by these actors and that’s influencing public opinion.”

A long list of research and media reports have documented Facebook’s struggles to effectively keep political misinformation off its platform — let alone misleading health claims, which despite Facebook’s more aggressive approach, still racked up four times as many views as posts from sites pushing accurate information, according to Avaaz. 

But political information is much more nuanced and constantly evolving, and even in what seem to be clear-cut cases, Facebook has, according to reports, at times incorrectly enforced its own policies or bent over backward to avoid possible political backlash.

Quran and Edelson both worried that Facebook’s election study may not capture the full impact of aspects of the platform like its algorithms, billions of fake accounts, or private groups.

“You find what you go and you look for,” Edelson said. “The great problem of elections on Facebook is not how the honest actors are working within the system.”

Quran also said, though it’s too early say this will happen for sure, that because it’s Facebook asking users directly within their apps to join the study, sometimes in exchange for payment, it risks inadvertently screening out people who are distrustful of the company to begin with.

“We’re already seeing posts on different groups that share disinformation telling people: ‘Don’t participate in the study, this is a Facebook conspiracy'” to spy on users or keep Republicans off the platform ahead of the election, he said. “What this could lead to, potentially, is that the people most impacted by disinformation are not even part of the study.”

In a best-case scenario, Edelson said the researchers could learn valuable information about how our existing understanding of elections maps onto the digital world. Quran said the study could even serve as an “information ecosystem impact assessment,” similar to environmental impact studies, that would help Facebook understand how changes it could make might impact the democratic process.

But both were skeptical that Facebook would make major changes based on this study or the 2020 elections more broadly. And Quran warned that, despite Facebook’s efforts to make the study independent, people shouldn’t take the study as definitive or allow it to become a “stamp of approval.”

It took Facebook nearly four years from when it learned about Cambridge Analytica to identify the tens of thousands of apps that were also misusing data. And though it just published the results of its first independent civil rights audit, the company has made few commitments to implement any of the auditors’ recommendations.

Join the conversation about this story »

Related posts

Massive office landlord Vornado is planning to install face-reading cameras to track tenants in all of its buildings— including one where Facebook just inked a big lease

  • Vornado Realty Trust began installing facial recognition systems in buildings it owns in New York City five years ago. 
  • The company, one of the city’s largest commercial landlords with 19 million square feet across 35 buildings, recently expanded its use of the tech to 11 buildings and plans to roll it out across its entire portfolio.
  • The coronavirus pandemic has prompted landlords to scramble to create seamless and touchless methods for tenants to pass through lobby security and dispatch elevators. 
  • Vornado believes its use of facial recognition could help it encourage tenants to return to the pot-Covid workplace.  
  • Vornado executives say the company uses facial recognition responsibly, allowing tenants to opt in and out voluntarily and securing and anonymizing the data. 

Vornado Realty Trust, among New York City’s largest office landlords, said it uses facial recognition in portions of its expansive portfolio and plans to expand its use of the controversial technology as workers are expected to migrate back to the office in the coming months.

The nearly $7 billion public company, which controls 19 million square feet across 35 properties in Manhattan, is one of the only major commercial landlords to embrace face reading, a technology that has raised public concerns over surveillance and privacy.

In a conversation with Business Insider, Vornado executives described the company’s deployment of facial recognition in detail for the first time, stating that it was part of a push to modernize its buildings technologically in recent years and create more convenient entry systems for tenants.

Read More: Facial-recognition could be coming to your office. Here’s how companies are pitching the tech to landlords and trying to allay privacy concerns.

Touchless methods that allow employees in large office buildings to quickly pass through lobby security and dispatch an elevator have gained importance amid the coronavirus pandemic as tenants have become concerned about the transmission of germs in public spaces and the workplace.

Vornado has used facial-recognition in some office buildings for the past five years

In Vornado’s case, the company has employed face-reading systems in its buildings for the past five years, it said, positioning it as a potential leader in creating the kind of accessibility that landlords hope will encourage a return to the office.

“We are constantly looking to adopt new, cutting-edge technologies that will make our buildings more efficient and life more convenient for our tenants,” said David Greenbaum, Vornado’s vice chairman and one of the company’s senior leaders. 

Greenbaum said that he first began discussing the technology with Vornado’s chairman and CEO, Steve Roth, about six years ago after noticing that some tenants in Vornado properties had to carry with them two entry cards, one to clear through a building’s turnstiles and another to access the doors to their specific space.

Read More: Facebook just reached a blockbuster deal to lease the massive Farley Building in NYC as a tech and engineering hub. Here’s why it’s a huge win for a shaken office market.

Facial recognition offered the promise of creating an entry credential that required no phone, wallet, or access card.

Prior to 2020, the company installed the systems in 5 of its buildings. It later sold one of those office properties, leaving the company with 4 buildings where facial recognition is in operation. This year it accelerated work to install the technology in 7 additional buildings after Covid-19 hit. Those systems are now operational.

The company plans to install face-reading systems in its entire portfolio, but has not laid out a timeline when that work will be complete. Among the buildings where it will soon deploy the technology are One and Two Penn Plaza, large office properties that the company is in the process of extensively renovating. Among the buildings where face reading is already in operation is the large Midtown office tower, 1290 Avenue of the Americas, and 340 West 34th Street, where Amazon has offices.

Vornado will also have face-reading cameras at the Farley Building, where it just signed a blockbuster lease with Facebook to occupy the over 700,000 square feet of office space at the property, which Vornado is redeveloping.  

How office workers can opt in to facial recognition 

Tenants can opt in and out of the system voluntarily and there is about a 40% participation rate in the 4 properties that had the technology prior to 2020, a total of about 6,000 of the 15,000 office employees who work in those properties. 

“Virtually everyone who has used the technology has liked it,” Greenbaum said. “I never had a preconceived notion of what the adoption rate would be, but as our tenants see others using it, they are becoming increasingly comfortable with the technology.”

It isn’t clear yet what the participation rate will be in the 7 properties where the technology was recently brought online because most tenants haven’t yet returned to the workplace, Vornado said.

Gaston Silva, the company’s New York area chief operating officer, said that tenants who participate have their photo taken and that their biometric data is stored anonymously in onsite systems.

“Every face is assigned a number that is disassociated from someone’s identity,” Silva said. “The information is encrypted and stored on systems that cannot be accessed from the internet.”

Many landlords have shied away from using facial recognition technology, especially as controversies have erupted over its use.

China uses it to surveil its citizens and oppress the Uyghurs, a minority population of Muslim citizens along its western border, actions that have drawn worldwide condemnation.

Clearview AI created an algorithm that pulled billions of faces from pictures posted on the internet, creating a database that could be used to identify nearly anyone.

“Based on my conversations with tenants, many find the concept of facial recognition to be creepy and they are opposed to the idea,” said Craig Deitelzweig, CEO of Marx Realty, which has a portfolio of 4.6 million square feet of commercial space.

Facial-recognition proponents insist there are ethical ways to use the technology, including by taking the key steps of receiving consent from participants, securely storing their data, being transparent how it is used, and giving participants the right to opt out.

Vornado has used third-party facial reading technology and outside vendors to help it deploy the systems in its buildings, partners it declined to name. On its website, Vornado states that it uses the security company GMSC, which is owned by Vornado and has its headquarters in the Vornado-owned office building Eleven Penn Plaza, to help it manage tenants and visitor access to its buildings and “biometric facial recognition installation and enrollment assistance.”

GMSC, on its website, says it handles security work for Amazon, Facebook, and Bloomberg, all three of which are tenants in Vornado’s New York portfolio.

Subsequent to deploying face-reading systems, Vornado developed mobile applications that allow tenants to use their smart phone to pass through lobby security. Some tenants prefer facial recognition, Greenbaum said.

“In fact, facial recognition is easier than using your phone,” Greenbaum said. “If you are on a call when you enter the building, you likely would prefer not to move the phone from your ear in order to bring it closer to the turnstile.”

Have a tip? Contact Daniel Geiger at dgeiger@businessinsider.com or via encrypted messaging app Signal at +1 (646) 352-2884, or Twitter DM at @dangeiger79. You can also contact Business Insider securely via SecureDrop.

SEE ALSO: Facebook just reached a blockbuster deal to lease the massive Farley Building in NYC as a tech and engineering hub. Here’s why it’s a huge win for a shaken office market.

SEE ALSO: Facial-recognition could be coming to your office. Here’s how companies are pitching the tech to landlords and trying to allay privacy concerns.

SEE ALSO: Mandatory temperature-taking is largely seen as a critical way to return workers to offices. But some big NYC landlords are worried about its effectiveness.

Join the conversation about this story »

Related posts

If Hushpuppi Was Arrested In Nigeria, Do You Think He Would Walk Freely?

Your View, June 26, 2020 (Full Show)

Social media was thrown into a frenzy yesterday following Dubai Police’s arrest of 38 year old Ramoni Igbalode Abbas Hushpuppi, for obtaining money from 1.9 million victims through fraudulent means. Morayo, Mariam and Tope had a super motivating conversation.

Daddy Freeze was dragged into the conversation for criticizing Pastors but being a different person with the social media ‘money bag’ – #Hushpuppi.

Watch TVC on GOTV Ch. 27, StarTimes Ch. 121, PLAY TV Ch. 801, UHF Ch. 49

Subscribe to TVC: https://bit.ly/2PWLUir

Watch TVC Live: https://bit.ly/1nms2zw

Check out TVC website: http://tvcentertainment.tv

Follow TVC on social media: @TVCconnect

Like TVC on Facebook: https://www.facebook.com/tvcconnect

Follow TVC on Twitter: https://twitter.com/tvcconnect

Follow TVC on Instagram: http://instagram.com/tvcconnect

More videos from the TVC network: http://Youtube.com/tvcentertainment.tv

This content was originally published here.

Related posts