New research: Building trust is key to success of COVID-19 contact
tracing (part one)
A recent study commissioned by FORTYEIGHT.AI and conducted by
Avansere AS and Opinium explores consumer attitudes and behaviours
towards industry-led COVID-19 contact tracing.
It’s July 2020, and as lockdown eased people flocked to pubs,
bars, restaurants and cafés to enjoy some rest and relaxation
together. Or so we assumed.
According to a new survey commissioned by FORTYEIGHT.AI in July
2020,
since reopening, two-thirds of people have not yet visited
and been served in pubs, bars, restaurants and cafés in the UK
(65%), they say this is because they are worried about social
distancing rules not being followed (38%); and this is higher
among those living in the North West of England (43%), and those
aged 55 and over people (44%) compared to under 35s (34%).
Conversely, the third of people (35%) that have been out were
more likely to be 18-34s (47%)
compared to people aged 55 and over (26%)
Two-thirds of consumers have not yet visited and been served in
pubs, bars, restaurants and cafés in the UK (65%)
Trust issues
People haven’t visited and been served inside pubs, bars,
restaurants or cafes since they reopened because
they don’t trust others to follow social distancing rules in
public places (38%);
they are worried about getting Covid-19 from others (37%); and
they don’t trust the government’s advice (21%).
These behaviours are fairly consistent across all age groups and
genders, although
those aged 55 and over people are more likely to not trust
others to follow social distancing rules in public places (44% among those aged 55+, 34% among those aged 35-54 and
18-34).
Distrust of others not following the rules is highest among
people in the North West (43%), whereas a fear of contamination
from others is highest among those in the South West (45%).
Distrust of the government’s advice is highest in London (31%).
“By combining technology with consumer insight, we hope
to build trust and confidence in the UK’s COVID-19
contact tracing efforts, bridging the gap between public
and private sector, and helping to rebuild the economy.”
Build trust with real-time transparency
Get ready to re-open, safely, with our secure and transparent
COVID-19 contact list solution.
The fear about going to establishments is noticeable when you
consider that
nearly three quarters of people (72%), and especially those
in the North East (84%), are aware that the government
announced that all pubs, bars, restaurants or cafés must
collect and maintain contact records.
Indeed, only 21% are unaware and 7% are unsure about these
government guidelines. People who are most unaware and unsure
about the rules reside in Northern Ireland (40% and 13%
respectively).
Understandably, with potentially more health risk awareness,
people aged 55 and over are more aware of these rules (78%)
compared to under 35s (63%).
Parents are also more aware (75%) versus non-parents (67%),
as are those who have visited and been served (82%).
Personal safety is the primary reason given by people who would
provide contact information (48%)
Map of the UK displaying % of people that have not visited a
pub, bar, restaurant or café as they do not trust others to
socially distance.
Being safe and trusted
While people would provide contact information for a range of
reasons, there are two dominant mindsets behind why people would
do this.
First and foremost,
personal safety is the primary reason given by people who
would provide contact information, with people wanting to be
safe (48%)
and ease concerns they have about a potential second spike
(40%).
This mindset of personal safety exists is more common among
women (54%) and 55 and overs (51%), and those who haven’t been
to an establishment yet (49%), and
reflects a growing need for greater trust and confidence
among people.
Personal safety reasons are also highest in the West Midlands
(52%) and the East of England (54%).
Personal reputation is the secondary reason for providing
contact information, with 47% saying they would do so to
follow the rules,
ensure others are safe (46%), be seen as a responsible person
(37%), do what is socially acceptable (30%) and be trusted by
other people and establishments (15%). This mindset also exists
more common among women aged 55 and over.
People in the West Midlands (54%) and the South East (53%) are
most likely to do so to follow the rules, whereas people in
Northern Ireland are most likely to do so to be seen as a
responsible person (50%).
Methodology
This report was written by Avansere AS, and the research was
conducted by Opinium Research. 1,908 adults England, Scotland
and Northern Ireland were surveyed between 17/07/20 and
20/07/20. The data was weighted to be nationally representative.
For press and media enquiries, please take a look at our Press &
Media page, or for more general information on this research and
our products, please contact the team on
hello@fortyeight.ai
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New research by Avansere AS and Opinium Research, on behalf
of FORTYEIGHT, explores consumer attitudes, perceptions and
behaviours towards public and private COVID-19 contact
tracing efforts.
New research by Avansere AS and Opinium Research, on behalf
of FORTYEIGHT, explores consumer attitudes, perceptions and
behaviours towards public and private COVID-19 contact
tracing efforts.
It has the potential to save lives, but mass government and
private sector surveillance during the pandemic has to be
transparent and ethical, else we risk an easy turn towards a
dystopian future.