According to eMarketer, an annual Digital Trust Survey indicates that U.S. social network users, age 18 to 74, rank Facebook dead last in "digital trust," defined as a combination of security, legitimacy, community, ad experience and ad relevance. The top ranking went to LinkedIn.
Nine social media platforms were included in the survey by Insider Intelligence, which took place in May and June 2020. Here is the complete list, ranked from best to worst:
The results are meaningful because, says eMarketer, "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."
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