Case Studies

Changing attitudes to information sharing

by Mark Rowe

British consumers are becoming increasingly sceptical about the level of access to their personal information that they allow companies to enjoy, according to a recent audit firm’s survey. More than half (55 per cent) of consumers surveyed say that they have become generally less willing to share personal data over the past five years.

The online EY survey of just over 2,000 consumers and 748 senior business decision makers looks at the shift of consumers’ attitudes towards personal data sharing and the action businesses need to take to adapt their customer insight programmes accordingly. As a result of new legislation and increased awareness around data privacy, the survey suggests that in five-10 years the access to customer information that businesses currently enjoy may be heavily restricted.

Consumers appear to have an increasingly conservative attitude towards what personal data they will share with business. More than two-fifths (41 per cent) of consumers say they “rarely”, or “never”, share their personal information with companies. Whilst, just over half of respondents (54 per cent) say that they will either “frequently” or “sometimes” share information. Just three per cent say they “always” share personal data.

Steve Wilkinson, EY’s Managing Partner for UK & Ireland clients, said: “Over the last five years, consumers have adopted a careful attitude to what personal data they share with businesses. New legislation, the evolution of a ubiquitous internet, and high-profile data breaches are all combining to drive a fundamental shift in attitudes and practices towards how consumers treat their personal data, and the access they will allow to this information in the future.”

In total, more than six-in-10 consumers (63 per cent) admit that being asked to share personal data is likely to stop them from signing up to a new service or product, compared to 31 per cent who say it would likely make no a difference to their decision to sign up. However, a sizeable proportion of consumers are happy for companies to use their personal information if they benefit through more targeted marketing. In total, over a third of customers who share any personal data are happy for companies to use it to target them with special offers/recommendations (35 per cent) or to develop new products and services (30 per cent).

Wilkinson adds: “In the age of Big Data, information can be easily collected to target consumers with personalised information that helps boost brand advocacy. Our research shows that while consumers welcome targeted information sharing requests based on careful examination of their spending habits and preferences, going to the other extreme can have the opposite effect for businesses and stop consumers from signing up to new services or completing transactions.”

When asked whether their use of social media networks has made them “more” or “less” open to sharing personal data in the last five years, half of those surveyed responded that their use of social media has made them less open to sharing personal data. Just five per cent of social media users believe that their use of social media has made them more open to sharing personal data.

Wilkinson adds: “It appears that consumers’ experience of using social media networks during the past five years has also had a significant effect on their attitudes to data sharing generally. As the prominence of social media websites has continued to grow, the amount of information that people are willing to share in the public domain has sharply declined.”

When it comes to using social media networks, consumers are even more sensitive about sharing their personal data with just one per cent of respondents happy to share personal information across any social media website. Almost a third of all respondents (32 per cent) say that they restrict all access to their personal data on social media websites, while 31 per cent say that they restrict access to data depending on the social media site being used.

Wilkinson says: “Consumers have become much savvier about the information they share with businesses. As customers start to recognise the value of their personal information and look for new ways to protect it, businesses need to come up with innovative ways to engage with them. In a data heavy, digital economy it is by continuing to enjoy access to those insights on customers’ preferences and habits that will give businesses and their brands a competitive advantage.”

About the survey

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,010 adults. Fieldwork was undertaken between October 15 and 17, 2013. The figures have been weighted and are representative of all GB adults (aged 18-plus). Total sample of B2B decision makers was 748. Fieldwork was undertaken between October 21 and 25, 2013. Both surveys were online.

Related News

  • Case Studies

    Data fine for trader

    by Mark Rowe

    Companies selling marketing lists are breaking the law if people haven’t been told how their information will be used, according to the…

  • Case Studies

    Complex upgrade

    by Mark Rowe

    A Huddersfield-based security firm has been appointed by Huddersfield Rugby Union Football Club (HRUFC) to upgrade its security systems across its Lockwood…

Newsletter

Subscribe to our weekly newsletter to stay on top of security news and events.

© 2024 Professional Security Magazine. All rights reserved.

Website by MSEC Marketing