Say you’re planning your next holiday. You order a ride-hailing service to the airport, check into a home rented via a short-term rental platform, and order dinner from a food delivery app—all without leaving your phone.
According to Saifr, this experience highlights the power of digital platforms that connect consumers to services instantly, removing traditional booking hassles. But while the convenience of the gig and sharing economy is evident, it operates on a fragile foundation: trust.
The growth of these platforms has fundamentally changed how people transact. What once involved direct interactions has now become a journey routed through digital intermediaries and contractors. These layers are designed for user convenience, but each layer introduces potential risk.
Understanding how trust influences consumer decisions in this environment was the focus of a recent survey of 1,000 U.S. adults aged 25 and over, conducted by research firm MarketSight.
The results reveal that consumers are engaging frequently with sharing services. More than half (57%) of those surveyed had used at least one type of sharing service in the past year, and many had used multiple. Delivery services emerged as the most popular, used by 77% of respondents. Home-sharing platforms followed at 56%, with task management services used by 29%. The weekly cadence of use, especially for deliveries, suggests a high level of reliance and—by extension—trust in these platforms.
But what factors are driving these choices? Unsurprisingly, cost plays a leading role, with 52% of consumers citing it as the most important consideration. However, this doesn’t mean trust-related concerns are secondary. In fact, personal safety (58%), data privacy (52%), and fraudulent charges (52%) rank among the top risks consumers associate with these services. Notably, delivery services were perceived as the safest, likely because they rarely require personal interaction or home access.
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