Americans are losing faith in the apps they rely on. Only 18% believe service providers on rideshare, dating, home service, and accommodation platforms are properly vetted. Sixty percent would pay extra for stronger background checks. And across job sites, finance apps, and gig economy services, users are increasingly worried about data security.
Reusable digital trust credentials and ID verifications company Trua has released a national survey with a clear warning: platforms that neglect security, transparency, and identity verification risk driving consumers away.
Trust issues are pushing users away
A reputation for security is make-or-break, with 86% of users considering it before using a platform. When hiring service providers, trust and safety measures rank just behind price. Sixty percent of consumers say they’d pay more for enhanced background checks, while 58% support platforms with clear safety policies.
More than 85% of respondents say companies must perform rigorous background checks, a demand especially strong among Generation X (86%) and Baby Boomers (91%). Despite widespread reliance on digital services, trust is low—only 18% of users feel very confident that platforms properly screen service providers.
Most (87%) users believe platforms fail to disclose how they collect and use personal data. Nearly half of Gen X and Boomers say transparency around data policies is either unclear or nonexistent. Only 41% feel their financial data is protected, and 75% fear AI-generated bots posing as real people on apps.
Convenience comes at a price
Privacy concerns are widespread. Sixty-seven percent fear data breaches on job sites like LinkedIn and Indeed. Nearly 70% are hesitant to share personal information on home services platforms like Care.com. Over 60% worry about security on Uber and Lyft. And 72% avoid dating apps like Tinder and Bumble over privacy fears.
Seventy-eight percent back identity verification systems that don’t require them to repeatedly share personal information. A sweeping 91% want more control over how their data is used in hiring, loans, and insurance decisions. Transparency is non-negotiable for 77% of users who insist on reviewing their background data before it’s used, rising to 85% among Boomers.