What makes people trust a technology brand enough to adopt it, keep using it, and stay with it after something goes wrong?
Technology adoption is accelerating across Southeast Asia, but trust is not keeping pace. Social media is used daily by almost four in five people, yet remains the least trusted technology category. Generative AI presents a similar challenge, with usage growing despite low confidence and significant differences between markets.
This regional study by Vero and Kadence draws on 3,091 respondents aged 18 to 61 across Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines. It reveals what people accept as proof of trust, how they respond to breaches and scams, who they hold accountable, and where demand for AI, digital payments, and e-commerce is heading next.
The findings show where a single regional strategy can overlook the signals that shape adoption and loyalty. Transparency, regulation, track record, and expert reassurance carry different weights across markets, influencing whether people try a product, share their data, and remain with a brand when trust is tested.
