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Press release
Comparis Study on Trust in Data Security 2025
AI sees strong growth in trust and usage
Comparis’ latest study on trust in data security reveals that the use of artificial intelligence (AI) has almost doubled in the space of two years. Confidence in the serious processing of data by AI tools has also increased considerably. At the same time, Swiss people have never felt so unsafe online, even though traditional protection measures are used less and less. “We are witnessing a massive change: AI is used in an increasingly natural way, but awareness of the security of one’s own data is decreasing at the same time,” says Jean-Claude Frick, Comparis Digital expert.
Zurich, October 30, 2025 – The latest study on trust in data security from online comparis.ch shows that the most significant change in digital behavior is the mass adoption of artificial intelligence (AI) systems. The use of Chat GPT and other AI has almost doubled, from 27.4% in 2024 to 52.9% in 2025. This rise is more than just a new trend: it is changing the foundations of Internet use. This development directly harms traditional players who until now controlled access to the Internet. Usage of search engines, which have been the gateway to the web for decades, has fallen statistically significantly, from 87.1% in 2020 to 83.2% in 2025. The decline is even more pronounced among email providers, whose usage fell from 85.1% to 79.0% over the same period. At the same time, traditional news sites also recorded a significant drop in the number of users, going from 66.7% (2020) to 54.7% (2025). “This development indicates that consumers are finding new ways to search for or communicate information,” says Jean-Claude Frick, Comparis Digital expert.
Confidence in banks is highest
Not only the use, but also the confidence in the use of AI for serious processing of customer data has increased significantly, although it is still at a low level, rising from 3.9 in 2023 to 4.3 (on a scale from 1 “no confidence” to 10 “very high confidence”) in 2025.
Trust in banks reached 7.2 in 2025. Thus, banks are the most trusted organizations. This is a notable improvement from 2024 (6.9) and 2023 (6.9).
Respondents’ level of trust in authorities also increased. The value of 7.0 in 2025 significantly exceeds the figures for 2024 (6.7), 2023 (6.8) and 2020 (6.8). Trust in authorities is particularly strong among high-income and highly educated people. Households with an income above 8,000 francs rate confidence in the authorities at 7.5, which is significantly higher than low-income households (6.5). “This suggests that sociodemographic factors have a decisive influence on the perception of the reliability and competence of the State in the digital space,” believes Jean-Claude Frick.
Erosion of the sense of security when entering data on the Internet
The growing reliance on customer data management contrasts with the erosion of the sense of security when entering personal data on the Internet. This feeling has diminished significantly over the past three years. On a scale of 1 (not at all safe) to 10 (very safe), the average value increased from 5.7 in 2022 to 5.3 in 2025.
The survey also shows that confidence in data protection regulations in Switzerland decreased in 2025. In 2024, 56.6% of respondents said that data protection was rather well regulated. This year, that figure fell to 51.7%.
The regional differences are particularly marked: in German-speaking Switzerland, 54% of respondents believe that data protection is regulated “fairly well”, compared to 59.6% in Italian-speaking Switzerland. In the French-speaking region, only 43.5% share this opinion. Men (10.9%) and young people (11.0% of those aged 15-35) judge the protection significantly more often to be “very good” than women (6.0%) and the generation aged 56 and over (2.5%).
The general perception of surveillance is on average 6.6. Here too, we observe clear differences between linguistic regions. The German-speaking region has an average of 6.5. In comparison, the French-speaking region is higher with 6.9. This suggests that people in the French-speaking region feel more monitored.
Decline in figures relating to digital self-defense
Despite the highest threat perception ever measured, digital self-defense is in decline. The use of complex passwords fell from 49.3% in 2020 to 43.1% in 2025. The willingness to regularly update software also declined, from 57.5% in 2020 to 49.9% in 2025.
The numbers are also falling when it comes to vigilance in privacy settings on social media. While in 2020, 47.4% of respondents were still attentive to it, this figure fell to 41.5% in 2025. This could indicate a change in the perception of privacy in the digital space. “This phenomenon can be interpreted as ‘security fatigue’: users are overwhelmed by constant warnings and develop a fatalistic attitude,” says Jean-Claude Frick.
Twint continues to score points in online payment security
When it comes to online payment security, the classic invoice remains the undisputed trust winner with an average of 8.2. However, Twint is the most successful: trust in the Swiss payment app increased from 6.2 in 2020 to 7.3 in 2025. Thus, Twint has surpassed traditional methods such as the credit card (average value 6.7) in terms of security perception, even more clearly than in the previous year. Classic payment systems such as Postcard, Maestro or V-Pay were also rated as relatively secure in 2025, with an average of 7.0. The credit card follows closely with an average of 6.7. Direct debit (LSV) also gets a similar rating, with an average of 6.6.
The full study can be downloaded here.
Method
Representative survey carried out in September 2025 by the survey and market research institute innofact on behalf of comparis.ch with a sample of 1,049 adults from all regions of Switzerland. The trust, security and threat scales range from 1 (very low) to 10 (very high).
For more information:
Jean-Claude Frick Expert Numérique / Télécom Téléphone: 044 360 53 91 E-Mail: media@comparis.ch comparis.ch
About comparis.ch
With more than 80 million visits per year, comparis.ch is one of the most visited websites in Switzerland. The company compares the prices and services of health funds, insurance companies, banks and telecom operators. It also presents the largest online offering in Switzerland for automobiles and real estate. With its detailed comparisons and in-depth analyses, it contributes to more transparency in the market. comparis.ch thus strengthens the expertise of consumers in decision-making. The company was founded in 1996 by economist Richard Eisler. This is a private company. Even today, Comparis is majority owned by its founder. No other company or the State holds any stake in Comparis.
