By: Peter Chandler, Executive Director of Internet Works
For the past several years, most conversations about the internet have focused on the largest social media companies, but that isn’t indicative of the thriving and diverse ecosystem that actually exists. Internet Works is a coalition of small and medium-sized technology platforms working to ensure smaller, competitive companies and their users’ voices are heard in important, ongoing policy conversations.
Internet Works member companies are not considered “big tech,” but the services they provide are big and useful for millions of Americans. Whether it’s providing accurate reviews for travel, workplaces, or products, to enabling small businesses with digital storefronts to reach customers on a global scale, to connecting neighbors on hyperlocal, useful information, and more, Americans have come to expect and enjoy the services our member companies provide. Most importantly, Americans trust our companies. But, don’t just take our word for it: in 2024, Public First conducted a nationally representative poll of more than 2,000 American adults to gauge their trust in and use of certain internet companies.
Trust
Trust is vital for any company, and Internet Works members have worked diligently to ensure users are comfortable and secure when using their platforms. Survey says — 61 percent of Americans trust online marketplaces and websites to protect their data when making a transaction, such as debit or credit card information, while only 4% report not trusting online marketplaces at all. Meanwhile, nearly three in five Americans trust companies to protect their money if something goes wrong when buying a product or service online, while one in four has a neutral opinion.
However, trust also extends to the accuracy of information consumers expect to find online. Two-thirds of Americans trust that online marketplaces and websites show authentic product and service reviews. And, 60 percent of Americans trust that the correct products and services will be recommended to them.
Making Informed Decisions
If you’ve ever visited a new city, state, or country, whether you were passing through or staying for a while, how did you find the best spots to eat, the activities that were most worth your time, or even the hotel or lodging that fit your needs best? Survey says — you likely used online reviews to help inform your decision, as 44 percent of Americans said they used user reviews when planning a trip or vacation, coming in second to only personal recommendations from friends and family.
Or what about buying a personalized t-shirt or custom-made blanket from a small business online? Did you buy the first option that came up in your search? Survey says — you, like almost three-quarters of Americans (74%), believe reading online user reviews and comments is important when making an online purchase. In fact, nearly seven in ten Americans said that online marketplaces gave them the ability to easily compare prices online and make informed decisions when purchasing a product or service.
The internet has flourished and grown exponentially in the U.S., and Internet Works is committed to preserving the internet as an engine of economic growth and a place of limitless possibility for all Americans.