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Posted by: Future Thinking | Date added: Wed 07 Mar 2018

News from research agency Future Thinking reveals that 7 in 10 Brits don’t trust big companies with their data

Following the launch of Apple’s HomePod, a new poll from data
driven intelligence agency Future Thinking has revealed that seven out of
ten (69%) Brits don’t trust big companies with the data collected by AI
voice assistants or smart speakers.

Apple’s first smart speaker, the HomePod, launched in the UK this month.
The speaker adds to a long list of smart home devices from the likes of
Amazon and Google that collect data from the user to provide a service.

The findings come from Future Thinking’s recent poll which surveyed over
4,700 respondents on the companies they trusted with the data collected by
AI voice assistants and smart speakers. The multiple choice poll results
indicated that only one in ten people trusted Apple (12%), Google (11%),
Amazon (12%) and Samsung (9%) with their data.

Shaun Austin, senior director at Future Thinking, commented: “People just
don’t trust big companies with their data, and it’s proving to be a big
mountain to climb for the likes of Apple, Amazon and Google who need to
record and store voice and user data to make their smart speakers
intuitive and useful.

The problem with more and more smart devices flooding our homes is that
consumers don’t know what data these companies collect and to what extent.
Rumours persist that these companies are listening in on our conversations
without our consent, and, while untrue, these companies have a big job on
their hands to earn our trust.

With new data rules coming into play via GDPR in May this year we’ll see
the power of data shift into the hands of the consumer. This means
companies need to demonstrate they can be trusted, otherwise users will
reclaim their data and the category could fail before it’s even started.“

Other articles by Future Thinking:


1 in 5 Brits say “I don’t want a smartphone – I just want a phone that makes calls” – new research

1 in 5 Brits say “I don’t want a smartphone – I just want a phone that makes calls” – new research

New research from Future Thinking has found that the consumer response to the recent iPhone launch remains underwhelming amid a growing backlash against smartphone evolution.

Date added: Thu 14 Sep 2017


SPA Future Thinking hires Höhner to drive automotive strategy

SPA Future Thinking hires Höhner to drive automotive strategy

Market research agency SPA Future Thinking has boosted its senior team with the hiring of Jörg Höhner as its global head of automotive.

Date added: Tue 07 Feb 2012


SPA Future Thinking boosts senior team with five new appointments

SPA Future Thinking boosts senior team with five new appointments

Market research agency SPA Future Thinking has made five new appointments to develop and strengthen its senior team.

Date added: Tue 22 Nov 2011


SPA Future Thinking embraces Neuroscience methods to measure packaging response

SPA Future Thinking embraces Neuroscience methods to measure packaging response

Market research consultancy SPA Future Thinking has revamped the way it measures response to packaging by integrating behavioural and emotional techniques to its more traditional methodologies.

Date added: Wed 09 Nov 2011


SPA Future Thinking launches Quantum Lab

SPA Future Thinking launches Quantum Lab

Market research agency SPA Future Thinking has launched Quantum Lab, a blue-sky initiative and in-house think tank that will develop new products and brand offerings using research based on the science of consumer choice.

Date added: Fri 28 Oct 2011