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Facebook and Google must retain or improve consumer trust to secure long-term success

Inigo Barker Analyst

"Facebook and Google must look to actively defend the user networks supporting their core businesses; diminished trust in the long term has the potential to negatively affect their base."

Both Facebook and Google were criticised by the media in 2018 for poor platform policing and data custody practices. However, the results of our Connected Consumer Survey 2018 suggest that consumers’ trust in these companies has not changed significantly outside Europe and the USA, and even in these regions, the change has been limited. In this comment, we outline the events of 2018, review how these were reflected in consumer perception and consider how these findings relate to the growth prospects of Facebook and Google.