Monday 10th December 2018

New study reveals Americans are more willing to share their gender, ethnicity, sexuality or religion than their political affiliation

The study also revealed Americans have significantly more trust in 'scientists and technical experts' and their 'local police force' than the 'media in general' or U.S. Congress.
Jason Smith
by on 3rd July 2018

Americans are more willing to disclose their gender (95 percent), ethnicity (91 percent), sexual orientation (82 percent) or religious affiliation (80 percent) than their political affiliation (78 percent), according to a new study published by the Advertising Research Foundation.

The study also reveals a majority of Americans are unwilling to share their home address, work address, home phone number, mobile phone number, spouse’s first and last name, financial information and medical information with organizations.

The data was pulled from a representative sample of 1,223 American citizens. The study also shows a small amount of variance in Americans’ attitudes to sharing specific types of data when it’s shared for the purposes of customization or personalization.

The study also reviewed Americans’ attitudes towards various public institutions and sources of information. While 86 percent, 75 percent and 72 percent trust “people like me”, “scientists and technical experts” and their “local police force”, only 32 percent, 29 percent and 23 percent trust social media websites they visit occasionally, advertising and U.S. Congress.

Moreover, only 32 percent stated that they trust the “media in general.” Trust in social media is more pronounced for networks users visit regularly (45 percent) than for networks they visit occasionally (23 percent).

According to a report from Adotas, when asked how much they would they would accept as compensation for their data, a majority stated $1 – $10 is about the right amount while approximately 33 percent stated they do not need to be compensated.

According to the latest Digital News Report from the Reuters Institute, the average level of trust in the news stands at 44 percent globally. However, trust was less forthcoming for news sourced via a search engine (34 percent) or social media (23 percent).

Despite relatively high levels of trust in news sources they personally consult (50 percent), only 34 percent of US citizens trust the news overall.