Singapore consumers don’t trust data and technology when it comes to making meaningful decisions that have a significant, long-term impact on their lives.
According to new research from Qlik conducted by YouGov, more than half (56%) tend to make decisions based on their emotions, experiences and intuition, as opposed to factual data and technology. The analytics firm noted that this trust gap represents a challenge for companies providing data-informed or AI-powered apps and services to consumers.
The research identified privacy and security concerns as the main reasons for this trust gap:
- 67% are concerned that their data and information might be disclosed to the public
- 61% fear that they have no control over what data or information is collected from them.
Interestingly, almost half (46%) are concerned about losing the human connection, as data and technology might cause them to interact less with people around them.
Data for small decisions, people for big decisions
As consumers navigate restrictions on movements and gatherings due to the spread of the new coronavirus (COVID-19), millions are forced to work from home and rely more on digital connectivity. Yet, Singapore consumers’ trust in data and technology is limited to making decisions which aid in convenience but have a smaller impact on their lives, such as:
- Letting technology pick the fastest route to a destination (81%)
- Booking a movie ticket based on preferences (67%)
- Generating a travel itinerary for the next vacation based on previous travel experiences (55%)
Singapore consumers trust other people more than data and technology when it comes to making bigger decisions that have a significant impact on their lives, such as:
- Choosing who they should date (77%)
- Advising them on their next career step (65%)
- Motivating them to exercise (54%)
When asked for the reasons for trusting data and technology, almost three-quarters of consumers (73%) state that it helps them save time, while just under two-thirds (63%) believe it keeps them more informed. Almost half believe data and technology helps them to solve problems (45%) and make better decisions (44%).
Trust gap differs across generations
Interestingly, this trust gap continues to widen with Generation Z. More than half (51%) are wary of devices, websites and apps collecting data or personal information about them in return for convenience and productivity.
This number is higher compared to Millennials (42%) and Generation X (48%), but lower than Baby Boomers (56%). One in five of Generation Z consumers (20% vs. Millennials at 14%) also hold the belief that data and technology are not accurate in general.
Suganthi Shivkumar, MD of ASEAN, India and Korea at Qlik, said Generation Z bucks the trend of each generation relying on and trusting data and technology more than the previous one, putting them more in line with older Baby Boomers.
“This could be a sign of tech fatigue or a more pessimistic view towards technology in general,” she said. “Generation Z are digital natives, meaning they’ve been raised with computers and on the internet. More experience with digital connectivity could make them less charmed by the novelty and warier of its potential consequences.”
The online survey conducted by YouGov polled 1,052 adults in Singapore between 5-6 December 2019.
Sourced from Qlik, YouGov