In the US and India, Facebook’s two biggest markets, one in three say they have lost trust in the platform, according to Streetbees.
The report titled ‘Re-positioning: The new battle for audience attention’ further states how, worldwide, 98% of Facebook users that no longer trust the platform to protect their personal data say they will continue to use it anyway, despite of the platform's involvement in scandals like Cambridge Analytica.
For example, 40% of British Facebook and 53% of Indian Facebook users trust the platform to keep their data safe.
When it comes to brand activism, the report says that in the UK specifically, less than one in five are prepared to pay extra for products from a brand involved in activism while in the US, 28% of consumers feel the same.
The research was done in Q2 and Q3 2018 from over 7,400 people in the UK, US, India, China, Kenya, Nigeria, the Philippines and South Africa. All of the data was collected by mobile and web surveys, and is accurate to within five percentage points 19 times out of 20, according to Streetbees statement.
Oliver May, co-founder at Streetbees, the global intelligence platform, said: “Our research highlights huge misconceptions around the value users put on their data and privacy.
"Drawing insights from more than 7,000 people around the world, it represents a comprehensive analysis of consumer attitudes towards advertising channels and social media platforms – and indicates the huge drivers of change that will shape the industry in 2019.”