Customer Insights: Building trust in secure channels

Over the last year, we’ve seen a big push for secure channels, mainly because customers are worried about their privacy and online security. Folks really want to know their personal info is safe. This growing concern is pushing companies to rethink how they communicate and beef up their security measures. But which channels came out on top and what were the key factors behind those rankings?

The State of Digital Trust is a customer insights report that was built from surveying over 1000 consumers in Australia and New Zealand. The survey asked about their views on preferred communication channels when speaking to brands, views on digital trust with particular industries and their experience with scams and fraud. 

Our 3-part series breaks down the main pillars of the report and shares our findings. Part 2 covers building trust in secure channels and why it is crucial for businesses. If interested in accessing the full report, you can download your copy here.

In-app messaging is the most trusted form of communication when interacting with businesses, exceeding more commonly used, traditional channels

How is the Trust Index calculated?
The trust index is calculated based on a range of behavioural and perceptual inputs, including general trust, confidence in preventing malicious activities, comfort with sharing sensitive information and frequency of checking message legitimacy. Each channel’s performance is measured across these metrics and then benchmarked against the average score across all channels to derive an overall index score.

Customers place higher trust in the legitimacy of in-app messages, in particular

41% of customers express high trust with in-app messaging, surpassing emails as the most trusted method.

Customers expressed very low trust when communicating with organisations via social media or through chatbots, with over a third questioning the legitimacy of each.

Authentication measures are driving higher trust

Among the 40% who express high trust in in-app messaging, their confidence is largely attributed to the robust login procedures and verification processes required for app downloads from official app stores.

Customers have the highest level of confidence that in-app messages are safe from spam

Confidence is particularly high among younger and mid aged customers, with 63% of under 55 year olds agreeing that in-app messaging effectively detects and prevents spam (vs 44% of 55+ year olds).

Customers prefer sharing sensitive or personal information via the app - significantly higher than chatbots, DMs and SMS; with email being a close second.

Despite being the most trusted channels, less than half of customers feel comfortable sharing their personal information through email and in-app messaging, highlighting the high level of caution that exists.

This is underscored further by the reality that between 60% – 80% of customers are not comfortable disclosing their personal information through all other channels.

While in-app messaging is still on the rise, as it competes with traditional top dogs like email phone and sms, it clearly has begun to rank as a top contender in the eyes of consumers.

In the third installment of our series delving into the findings of the State of Digital Trust report, we’ll examine how customers perceive digital trust across various industries and channels. The goal of this series is to offer recent insights into customer behaviors, enabling you to review your current communication strategies and ways to engage with customers. If you’d like to access the full report, you can download your copy here.


If you’re interested in learning more about how can supercharge your in-app experiences for customers, we’d love to talk. Only can help you with stronger read rates and higher conversion rates in your most secure digital channel, your app. Speak to us today to see how we can get you set up in 60 days.

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