Lack of trust on the Internet: July 16, 2001 issue of New Thinking

July 16, 2001 New Thinking:
Lack of trust on the Internet

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July 16, 2001

Lack of trust on the Internet

By Gerry McGovern

70 percent of Americans do not trust the information they find on the Internet, as against 23 percent who do, and 7 percent with no opinion. This is according to one of the most extensive surveys of public opinion on the Internet, which was commissioned by the non-profit Markle Foundation.

If you don’t trust the information you find on a website, then what good is it to you? In fact, what good is the entire website? If 70 percent didn’t trust their doctors, wouldn’t that ultimately undermine the medical profession? Equally, the lack of trust people have in information they find on the Internet, if not addressed, will undermine the Internet itself.

This extensive, year-long study illustrates an inherent contradiction in public opinion. According to the report, “the public is enthusiastic about the value of the Internet, particularly as a powerful source of information and ideas.”

The report goes on to state that, “The public likes the Internet, in large part, because they view it as useful. Over three fourths of public Internet users (79 percent) … say “the Internet makes my life easier.”

You might ask: ‘In what way do people find the Internet useful?’ “By far, the leading metaphor for the Internet, in the public’s mind, is not “a shopping mall” or “banking and investment office,” but rather “a library,” the report states. “Despite the popular depiction of the Internet as a channel for commerce, the public mostly views it as a source of information, and these uses appear to explain its popularity much more than its utility as a way to shop, bank, or invest.”

So, on the one hand people say that they like the Internet because it’s great for finding information, while on the other, they say they can’t trust the information they find. On the one hand, people say that they like the Internet because it’s like a giant library, while on the other hand, most of them wouldn’t trust the ‘books’ they find in this library. Is this a contradiction or what?

It is indeed a contradiction, but it can be explained. Think about libraries for a moment. How many people visit them regularly? A very small percentage. People like the Internet because it has made access to information more convenient. You can quickly search through vast quantities of information. You can save, cut ‘n’ paste and bookmark. You can do it all from your home.

What people are saying is that the Internet is great, but it could be a lot better. Much time is wasted judging what is credible online and what is not. Unsurprisingly, other surveys are showing that people who use the Internet are becoming more conservative, visiting a small number of websites to get their information.

What does this mean to someone managing a website? It means that your website is seen as a library, a place where information can be found. It means that almost 8 out of 10 visitors to your website are skeptical about the trustworthiness of the content they will find. You need to be extra vigilant to ensure that your content is accurate.

In the eyes of the great majority of people who use the Internet, you are a publisher. A publisher whose information is not trusted does not have a long-term business model.

Gerry McGovern

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By far, the leading metaphor for the Internet, in the public’s mind, is "a library."

Almost 8 out of 10 visitors to your website are skeptical about the trustworthiness of the content they will find.