From what I've seen the most important factors in customer use and purchasing behavior are user experience, user experience, user experience, user experience, and user experience, in that order. Did I mention user experience?
I've even been a little shocked in the B2B market by how rarely corporate customers ask about privacy or security. Only the most seriously security-conscious customers have ever asked my company about e.g. what kind of crypto we use, and these are people dealing with financial or national security data. Everyone else seems to not even care.
Someone on reddit was making a statement about how they didn't care that X product was secure. So I entered their username into one of these reddit user analyzers. After I asked them how their dog was enjoying the weather in (wherever they were), they promptly deleted those messages and their account.