US Internet Users Who Say They Can't Trust a Brand and Won't Buy from It Anymore When It Doesn't Live Up to Its Promises, May 2018 (% of respondents, by generation)
Data was provided to eMarketer by Jack Morton.
Data is from the September 2018 Jack Morton "Experience Brand Index." 6,000 internet users ages 18+ in China (n=2,000), the UK (n=2,000) and the US (n=2,000) were surveyed online in May 2018. The demographics differ by geography, but are representative of each country's population. There were some systematic differences in responses by age, but there wasn't anything statically significant for other demographics. Jack Morton is a brand experience agency.