News about password leaks, occurrence of new ransomware, or hacking of a corporate or government is not a surprise to anyone these days. With so much sensitive personal and corporate data online, protecting our privacy is becoming a pressing issue. Companies, especially large multinationals, possess vast amounts of personal data for their customers – from email addresses, to age, to location. While a good number of vendors make every effort to protect our personal data, others have leaked sensitive information for millions of their users. So, whom we trust to protect our privacy?

Amazon Leads The Way

A recent survey by Morning Consult reveals that consumers have particular preferences for some companies over others when privacy is concerned. Amazon boasts the top place on this list with some 69 percent of U.S. adults believing that Jeff Bezos’s company protects their data. At the bottom of the list of prominent companies is Twitter with only 34 percent of users stating they trust the company as one that is protecting their privacy.

Close to 70 percent of users believe Amazon is protecting their privacy, followed by sell phone manufacturers with 66 percent, Google with 65 percent, Apple with 60 percent, Facebook with 49 percent, and Twitter with 34 percent.

Surprisingly, the second place belongs to cell phone manufacturers. Actually, cell phones, especially those featuring an operating system, are among the most hackable devices. We should distinguish between privacy offered by the manufacturer and the very device, but with so many bloatware coming pre-installed on the average cell phone one can hardly believe it protects your personal data in an efficient manner.

Google traditionally enjoys high level of trust by the consumers, at 65 percent, as compared to 60 percent who believe Apple is protecting their private data. Apple is listed as a separate brand, probably because of their varied product range. Less than half of Facebook users, 49 percent, think the social network is safe to share sensitive private data with them.

Why Some Brands Attract More Trust

What, however, makes a consumer select one brand over another? Apparently, the answers depends largely on any breaking news stories about leaked passwords and other personal data. Amazon, Google, and Apple still manage to avoid being involved in any major data breach although hacking attempts against those companies occur on a daily basis.

Another factor to consider is whether a consumer is receiving excessive amount of ads and wanted content associated with an account he/she has with a company. Somehow, the top three brands on this list are successful in convincing their users that they share only the minimum required personal data with third parties.

There is no such thing as total data protection in a hugely inter-connected world but building perception of privacy is invaluable for brands whose business is mostly digital. Actually, Amazon, Google, and Apple all invest heavily in marketing efforts aimed at improving their trustworthiness in terms of privacy protection. Evidently, it pays off.