More than half of consumers rely on emotions over data on decision-making

The trust in data is limited to short-term, low-impact decisions.

More than half or 56% of Singapore consumers surveyed tend to make decisions based on their emotions, experiences, and intuition, as opposed to factual data and technology, according to a research from software company Qlik, conducted by YouGov.

According to the research, consumers’ trust in data and technology is limited to decisions that have smaller impact on their lives, which includes picking the fastest route (81%), booking a movie ticket (67%), or generating a travel itinerary (55%).

Meanwhile, consumers rely more on human intuition when it comes to making bigger decisions such as choosing who they should date (77%), advising them on their next career step (65%), or motivating them to exercise (54%).

The trust gap differs across generations, with 51% of generation Z being wary of devices, websites, and apps collecting data. This is higher compared to millennials (42%) and generation X (48%), but lower than baby boomers (56%). One in five of generation Z consumers also hold the belief that data and technology are not accurate in general.

Security concerns widen the trust gap with 67% concerned that their data and information might be disclosed to the public. Meanwhile, 61% fear that they have no control over what data or information is collected from them, and 46% are concerned about losing the human connection.

On another note, 73% of consumers trust data and technology as it helps them save time, whilst 63% believe it keeps them more informed. Meanwhile, almost half think that data and technology helps them to solve problems (45%) and make better decisions (44%).

The report noted that if companies can overcome the data trust gap in the next five years, 48% of consumers would allow integrated body sensors to measure their vitals, 35% would permit an app to help them make spending decisions, and 30% would enable data and tech to secure their next job.