Technology and Trust

Author: Annette Malave, SVP/Insights, RAB

During CES 2024, companies displayed new technologies and innovations. If you have read or seen anything, the future will be interesting with what will hopefully be available for us. But where do consumers, more importantly radio listeners, fit in? What do they think about the technology available to them in the devices they use?

A Deloitte survey found that nearly half of U.S. households purchased at least one new connected device in 2023 and nearly two in three (16%) purchased three or more. According to the survey, many say that technology via their devices has made a positive impact in their lives. It has made their lives easier and helped them to stay connected with family and friends. However, trust concerns remain. Survey respondents worry about data security, being tracked and privacy on their devices.

With radio listening done by the majority of U.S. adults, radio listeners views are parallel to those of the Deloitte survey. Seventy-two percent of radio listeners agree that technology helps make their lives more organized, and six in 10 rely on the internet to communicate with family and friends. Similar to the Deloitte survey, 64% of radio listeners worry that their smart devices could invade their privacy. According to MRI-Simmons, these concerns may be that nearly a third (27%) of radio listeners have experienced a situation where online information about them had a negative consequence.

When it comes to sharing information, the news is good for businesses. Transparency is important to radio listeners. Eighty percent of broadcast radio listeners like knowing how companies are using their information, and 56% are willing to provide some information in order to get something they want.

Understanding the views and concerns about consumers when it comes to technology and innovations in the products they use is incredibly important for all businesses. Technology impacts and is used in just about everything today. How people shop, to what people buy – from mobile devices to smart homes, and even virtual health is impacted by technology.   

Businesses should consider these concerns when reaching consumers. Trust and transparency have never been greater assets for an organization to have. Using a trusted medium to relay policies and address “fears” is more important in this instance. Yes, broadcast radio can build awareness, drive sales and influence behavior. But radio, at its core, is a valued, personal and trusted medium. There isn’t a better medium that delivers trust like broadcast radio.


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