Build On Reputation: Consumers More Willing To Pay For Trust, Safety

“As online platforms continue to expand, prioritizing security isn’t just a feature — it’s a baseline expectation that profoundly influences user adoption and engagement.”

Although it should be a fundamental given, it’s an important message in Trua’s recent ebook, “The State of Trust and Safety In Online Marketplaces.”

And given its importance, the fact that they asked 2,000 U.S. adults about how important an online platform’s reputation of safety is in their decision to use that platform and 86% said very or somewhat important, well, that massive majority still seems low.

(Source: Trua)

“Only a small fraction — 2% combined — deemed it either ‘somewhat unimportant’ or ‘very unimportant,” the report says. “This demonstrates that trust in a platform’s security is not just a concern for a select few but a near-universal priority.”

Trua found that 60% were willing to pay more for enhanced safety measures, highlighting “a notable shift in consumer priorities … with security taking precedence over cost.”

“These findings signal an opportunity for platforms to improve user experience by introducing additional safety features or creating certifications, badges, or profile verifications that signal trustworthiness to others on a platform.”

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