Consumers Trust Amazon More Than Apple

4 minute read
| Particle Debris

Okay, it’s a survey. Surveys must be very well constructed. They must be repeated. They must be analyzed for the soundness of their methodology. The sampling is crucial. They must be put in perspective. That said, this survey by Morining Consult, published by Business Insider, shows that 69 percent of those surveyed trust Amazon to keep their data secure. Apple’s number was 60 percent.

Trust in companies.

Credit: Business Insider and Morning Consult.

The margin over Apple isn’t dramatic, but the effect does bear some inspection. Why didn’t Apple win in this race more dramatically?

After all, Apple went to enormous ends, hiring the best attorneys on the planet in the spring of 2016 to battle the FBI. Apple’s approach, along with others organizations such as the Electronic Frontier Foundation (EFF), argued that the public has a right to be secure in their smartphone data and its privacy protections. A government mandated backdoor (or a modified version of iOS that might be leaked) would also, eventually, allow those clever hackers to pry into any, say, iPhone. It was a big and important fight.

Apple’s Tim Cook has been vocal about the protection of our data, whether it’s encrypted messages, Apple Pay, our fingerprints, or our HomeKit infrastructure.

Meanwhile, Amazon’s (failed) Fire Phone didn’t even bother with hardware encryption.

Now Jeff Bezos is very influential in certain ways. He urged the President not to reject the Paris climate accord. He has invested in and acquired the Washington Post. He’s investing heavily in commercial space exploration. But he’s not exactly known for championing privacy and trust in the style of Tim Cook. Just look at the design of the Amazon Echo and Look.

And yet neither company has been hacked. To my knowledge, each company with hundreds of millions of credit card numbers on file has never given up so much as a single number to hackers.

Consumer Psychology

Perhaps Amazon’s better number is because people buy more often from Amazon, and the security of their purchase is more on their minds. Perhaps, because some fraction of Amazon customers don’t use Apple products, they wouldn’t make any affirmations about a company they don’t do business with.

Or maybe Apple does a poor job of touting the security of its products. The ad below, for example, falls very flat for me and has little emotional impact. Yes, that’s a hard thing to do in a 30 second TV ad. But the challenge should be considered. On the other hand, with just about every company and agency on the planet getting hacked, boasts about your own company’s security may be taken with a grain of salt. (Why must that be?) Or merely serve to elevate the hackers to new levels of inspiration.

Finally trust in “Your cell phone manufacturer” seems misplaced when it comes to Android-based smartphones. See: “New Android malware found every 10 seconds.

No Deep Answers Yet

I don’t have a lot of answers here. I know that the network security of both companies has to be and is superb. Maybe it’s just that the difference in the chart above is statistically insignificant. And yet … consider Twitter’s number. That’s a telling, contrasting result.

I think Apple should have done better in a survey like that, and I want to eventually understand why it didn’t.

Next Page: The News Debris For The Week Of June 19th. Top U.S. Supercomputers falling behind.

13 Comments Add a comment

  1. geoduck

    My next iPad (10.5″ iPP this fall. I’m already laying a case with SWMBO) will have an Apple Pencil. Going back and fourth on the keyboard. I mean I want a keyboard but I’m not sure if I want THAT one. Does anyone else make a keyboard that uses the SmartConnector?

    Ah yes FireWire. It worked great, was fast, and last year I finally bit the bullet and got rid of the bin of FW cables I had taking up space.

    Trust Amazon more than Apple? I don’t even feel comfortable BUYING from Amazon. Trust isn’t even on the table with them.

  2. John Kheit

    Lololololololololololol. First, it seems this was by business insider, imo, basically a glorified troll site that loves trolling on Apple for hits. Second I imagine that it must been one hell of a contorted question to pull out that particular bar graph. And if it were somehow even keel, something I highly doubt, that explains A lot about the decline of American culture.

    Amazon with Sellier data out from under you and spread it all over every ad network or even the remotest chance of selling one more widget to crush everybody else. I expect business reporter next to have a bar chart showing how Americans love Satan more than Apple, although this result kind of answers that question.

    Bs noise.

  3. John Kheit

    Seriously both Google and Amazon more trusted an apple. I know, to be part of the pole, they asked of the respondents would pay the pollsters five dollars to have the pollsters hit the respondents in the head with a shovel. If they answered yes to that question, it was their kind of pole Taker. Jesus fn Christ Lordy Lordy lord what an epically high pile of horse s#!%.

  4. Lee Dronick

    Well it wasn’t a hack, but who lets a client use an unsecured cloud server?

    Political data gathered on more than 198 million US citizens was exposed this month after a marketing firm contracted by the Republican National Committee stored internal documents on a publicly accessible Amazon server.

    The data leak contains a wealth of personal information on roughly 61 percent of the US population. Along with home addresses, birthdates, and phone numbers,

    http://gizmodo.com/gop-data-firm-accidentally-leaks-personal-details-of-ne-1796211612

  5. Lee Dronick

    I finally bit the bullet and got rid of the bin of FW cables I had taking up space.

    I had thought that I had gotten rid of all my SCSI cables, but I recently found a few and took them to recycling.

  6. Jack Smith

    There is another survey that just came out like this. It is part of the well respected Meeker report and it had Google on top with being the most trusted with 60% and Apple was in 4th place with 50% and then Amazon and Facebook at 39%.

    The Meeker report is far more respected than any other each year and the numbers make more sense, IMO. In most of these surveys usually Google comes out as most trusted.

    It is about the track record of being able to protect your data and how strong Google has been at not having break-ins. So the news of the Microsoft Windows source code being stolen yesterday is the type of thing that will hurt Microsoft.

    Here is a link to the report. It is really, really good and highly recommend. The trust is on slide 295 with the numbers at bottom right.

    http://dq756f9pzlyr3.cloudfront.net/file/Internet+Trends+2017+Report.pdf

  7. ibuck

    If this survey isn’t bogus, it illustrates how clueless the respondents were. Americans can’t be that dumb, can they?

    Oh wait, look who Americans elect. Sigh.

  8. Constable Odo

    I’m pretty sure there are a lot of people out there who swear Amazon is a better company than Apple. In their eyes, Apple is the underdog company. Amazon is said to be ready to pass Apple in value within a couple of years. It’s all about perceptions. Jeff Bezos is considered a genius of a CEO and many people believe he can’t make any mistakes. That could be one reason why people believe Amazon is more secure than Apple. Apple leaves a lot to be desired in trying to convince the public that it’s really a good and safe company. With all the constant hate and criticism over Apple’s “walled garden” culture you’d think an awful lot of people would realize that Apple products are quite secure. Whatever. I’m used to Apple playing second fiddle to Amazon, Google, Microsoft, etc. Everyone on Wall Street believes Apple has the highest market cap because it got “lucky” and that past lucky streak is about to end.

  9. svanthem

    Re: the ‘trust’ survey,

    Most folks are going to double down on that which they have bought/voted for/whatever. In this case market share will win every time. Yeah, there are exceptions, but not many. Apple will never be able to advertise their way out of this. It certainly doesn’t yield a sensible conclusion, rather another instance of ‘liars figure and figures lie.’

    You raise some good points John but you’re missing the elephant in the room.

  10. Old UNIX Guy

    “The two most common elements in the universe are hydrogen and stupidity.”

    The proof:

    1. More people trust Google with their data than Apple.
    2. The events of November 8th, 2016.

    Not necessarily in that order, of course.

    Old UNIX Guy

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