Keirsey Research Survey Conducted May 3-7, 2010

Internet Shopping Sites: Who Do You Trust?

According to Forrester Research, online retail sales in the United States (excluding travel) grew to more than $150 billion -- more than $500 for every man, woman, and child -- in 2009. Keirsey Research finds out which internet shopping sites Americans trust the most.

When it comes to Internet shopping sites, who do you trust? Keirsey Research recently sampled more than 1000 people who had completed the Keirsey Temperament Sorter-II at in a survey to find out which popular web retail sites are trusted, and which aren't. We were especially interested to find out whether one's temperament plays a part in which sources are deemed trustworthy, as well as the differences between the genders, whether or not one has completed a college degree, and different levels of household income.

During the week of May 3-7, we asked our sample population to rate 20 of the most popular web shopping sites (based on traffic statistics supplied by on a 1 to 5 scale ranging from "Highly Trust" to "Highly Distrust". We devised a Keirsey Research scoring system, KR NetTrust Score, that considers both the overall trust level in the site (percentage of total respondents that scored either "Highly trust" or "Trust") and also accounts for the percentage of respondents who scored the site as either "Distrust" or "Highly Distrust". The top scores were earned by those sites sites that were not only trusted by a high percentage of the population, but also distrusted by a relatively small percentage of people. The highest possible score would be 100, meaning 100% of survey respondents trusted the site, and the lowest possible score would be minus 100, meaning 100% distrusted the site. The top rated site received a score of 75 by U.S. Adults, the lowest scored 3. In raw numbers, the top site was trusted by 77% of U.S. adults, and distrusted by only 2%, while the lowest ranked site was trusted by only 11% and distrusted by 8%. Not coincidently, the top site has been enjoying robust growth even in a down economy, while the lowest trust site's struggles are well documented.

The 20 sites rated consisted of both online-only ratailers (e.g. Amazon, Yahoo, Ebay) and brick-and-mortar merchants with an online presence (e.g. Barnes and Noble, Bestbuy, Ikea) and included the following:

Interestingly, online-only and brick-and-mortar retailers are spread pretty evenly through the final trust ratings. Before we jump to the results, rate these sites yourself, and see how you compare to Amercian adults, and to women, men, college graduates, and the four Keirsey Temperaments.

Click Here to see the Results of this Survey

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