Emerging market consumers, including those in SA, have more trust in brands online than consumers in developed countries, according to the 2017 Connected Life study by Kantar TNS. The study revealed that nearly one third of SA consumers consider the content that brands post on social media irrelevant and are concerned about social networks’ control of what users see in their feeds. A total of 39% of SA consumers are concerned about the amount of personal data brands have about them while 34% of them object to their lives being monitored by connected devices. Just 38% of consumers consider social media content to be reliable and only 36% trust large global brands.

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