Source page: McKinsey & Company
Commentary
Consumer trust in a digital world
Digital | Consumer
November 10, 2022 – Most companies aren’t putting themselves in a position to live up to consumers’ expectations when it comes to digital data, say senior partners Alex Singla, Kate Smaje, and coauthors. According to their survey, consumers want transparent policies, clarity about how their data will be used, and to know their data is being protected. Otherwise, a substantial portion will take their business elsewhere.
To read the article, see “Why digital trust truly matters,” September 12, 2022.
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Visual form
Multi-panel image sequence.
Layout / body structure
The page is built from three stacked image panels that read top to bottom. The first introduces core digital-trust expectations with large percentage callouts, the second shows a bar-based comparison of buying factors, and the third returns to larger callouts for consumer segments and behaviors.
What is being compared
It compares what consumers want from data policies, how trust-related factors rank against classic buying drivers, and which groups are most likely to screen companies for strong customer-data protection before purchasing.
Measurement system
All three panels use survey percentages, with the comparisons carried by callout boxes and bar heights instead of a dense axis-driven chart.
Visible structure inside the graphic
The top panel uses a fingerprint illustration and large percentage tiles, the middle panel lines up factor bars such as price, product description, quality, convenience, reputation, amount of data required, and delivery speed, and the bottom panel returns to percentage boxes for groups that check for strong data protection or stop doing business after trust is broken.
Main takeaway from the visual
The sequence shows that digital trust sits alongside price, quality, and convenience as a real buying consideration. A meaningful share of consumers actively screens for data protection before buying and will walk away when trust is violated.
Key standout values or extremes
The visual includes 85 percent wanting to know a company’s data privacy policies and 72 percent wanting to know its AI policies before purchase. It also shows 53 percent checking for strong customer-data protection before using digital services, rising to 70 percent among Latin and South American respondents, 65 percent among organization buyers, and 58 percent among millennials and Gen Z respondents.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.