This week The Values Institute released their annual national trustworthiness study and ranked Amazon as the most trusted video and music service. Netflix was in close second followed by Pandora, YouTube, Hulu, and Spotify.
“Amazon Prime is clearly benefiting from the trust people have in Amazon overall who is the de facto trust leader among all brands in America. However, Netflix’s high scores in Loyalty and Advocacy say a lot about the brand,” says TVI Research Director Mark Weinfeld. “Even when other competitors elevate the quality of their content offerings, users seem to remain loyal to Netflix…suggesting it is the strength of the brand and not just the programming it offers.”
The survey is based on 1,500 respondents across the nation. It looked at 25 trust dimensions in five categories: competence, consistency, connection, candor, and concern. The survey also looked at loyalty, advocacy, and satisfaction.
“Trust is more important than ever in building brand equity and differentiation,” says TVI Founder and CEO Mike Weisman. “It has become a precious commodity, and its limited supply in the marketplace has stimulated consumer demand. This year’s survey certainly shines the light on those brands like Amazon Prime that have flourished through customer advocacy. The highest form of demonstrating real loyalty is to advocate on their behalf and this benefit is something that goes miles further than any amount of advertising.”
Would you say Amazon is the most trustworthy service out there? Leave us a comment and let us know what services you trust most.
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