Insights from U.S. and U.K. based consumers about the state of trust and safety in the sharing
Featuring complete survey results
Trust and Safety Drives Success in the Sharing Economy
The sharing economy is reinventing the way people provide and access goods and services. Trust is
the ingredient that fuels growth in the industry. Trust — the expectation that all parties are
who they say they are and are operating in good faith — is a prerequisite for consumers to feel
safe and for companies in the sharing economy to thrive.
As it turns out, the industry has room for improvement.
According to our recent Global Trust and Safety Survey,
1 in 5 U.S. ADULTS
(18.1 percent) report feeling unsafe participating in online sharing services.
The industry has plenty of room to increase the perception of safety for online sharing
While two-thirds of U.S. adults and one-half of U.K. adults feel “very safe” or
safe” using online sharing services, that leaves a large percentage of people who
otherwise. Companies operating in the sharing economy should view these findings as
call to action to increase participation among a broader range of consumers.
Only two-thirds of U.S. adults and one-half of U.K. adults feel “very safe” or “somewhat
safe” using online sharing services.
How safe do you feel using online sharing services like Uber or Airbnb?
Consumers view identity verification as an important component of trust and safety.
71.1 percent of the U.S. respondents believe it’s either “somewhat important” or
important” that the online sharing services they use incorporate an identity
verification process with new users and service providers.
U.K. respondents were slightly more neutral in their response with 57.7 percent of
respondents feeling identity verification is “somewhat important” or “very
and nearly one-quarter feeling neutral about the issue.
Combined, 64.4% of U.K. and U.S. consumers say it’s important for online sharing
verify the identity of new users.
How important is it to you that the online sharing services that you use incorporate an identity verification process for all new users?
While identity verification is viewed as important, consumers say they are less willing to
subject themselves to the process.
Half of U.S. consumers (50.1 percent) and just under half of U.K. consumers (49.2
percent) say they would be willing to subject themselves to an online identity check for
the online sharing services they use.
This is in contrast with related findings in which over two-thirds of consumers say it’s
important for online sharing services to verify new users.
In our view, this finding represents an opportunity for sharing companies to frame the
identity verification process as a positive way of validating good users and to ensure
their processes are user friendly, fast and effective.
More than 2 in 3 say online identity verification is important but only half say
they’re willing to subject themselves.
One-third of U.K. consumers and one-quarter of U.S. consumers say they’d be willing to
spend less than 30 seconds to complete an online identity verification check. Slightly
less, 15.7 percent in the U.K. and 19.0 percent in the U.S. would be willing to spend
These findings underscore the importance of a fast, user-friendly process. Consumers
want users to be verified but they don’t want to take the time to do so themselves.
However, if companies can make the process fast and easy, consumers are more willing to
How much time would you be willing to spend to complete your online identity
verification check when you create a new account for an online sharing service?
About Jumio’s Global Trust and Safety Survey
In December 2018, Jumio set out to examine more closely the concepts of trust and safety in the
sharing economy and the role identity verification could play in the industry’s future. In
doing so, Jumio commissioned Google Surveys to conduct parallel surveys of 1,000 U.S. adults and
1,000 U.K. adults with a series of questions related to usage and perception of safety in
regards to online sharing services.
1,000 U.S. adults
1,000 U.K. adults
Get the Full Story
The Ultimate Guide to Trust & Safety in the Sharing Economy
An essential resource for building trust and safety through online identity verification.
Includes complete results of the Jumio Global Trust and Safety Survey!