1 in 2 APAC customers will not buy from a brand they do not trust

Trust in brands is eroding as a result of deepfakes, fuelling scam fears.

Over half of Asia Pacific (APAC) consumers will not purchase a brand due to a lack of trust, according to a report by Twilio.

The rising number of deepfakes in the region, which surged by over tenfold or 1,530% between 2022 and 2023, has made it increasingly difficult for consumers to distinguish between legitimate sources and scams, the report said. This has also further eroded trust in brands.

To rebuild this trust, brands must ensure that their interactions are secure and easily recognisable, Twilio said. Measures such as including a verification badge or branding in their communication can make a significant difference, it added.

Approximately 70% of consumers are more likely to trust a brand’s communication if it features a verification badge, whilst 57% reported that receiving branded text messages enhances a brand's trustworthiness.

Meeting consumers on their preferred communication channels is also critical, Twilio noted. Although 86% of consumers expect brands to use their preferred channels, only 48% of companies manage to do so.

Email is the most preferred channel for 81% of consumers, followed by text messaging (46%) and social messaging apps like Facebook Messenger and Instagram (31%). Push notifications from brand mobile apps, however, were the least valued (20%).

Brands risk losing customers if they fail to connect through the right channels, with 20% of consumers willing to switch to another brand if their preferred communication method is not used.

Timeliness is another key factor, as 40% of consumers expect responses within an hour, but the average expected response time extends up to 27 hours. Only 31% of respondents said brands met their response time expectations, and 53% said they have chosen another brand due to slow response times.

Brands that prioritise rapid communication have seen notable benefits, with 39% reporting improved customer retention. Twilio emphasised that effective communication can enhance engagement, drive conversions, and strengthen relationships throughout the customer journey.