Consumers are more aware than ever of how their personal information may be collected and used, due to recent media interest and the new European Union-wide General Data Protection Regulation (GDPR) coming into force. Despite cultural differences and maturity of their data economies, a majority of people (77pc) are pragmatic or unconcerned about sharing their data, according to a survey.
The figures come from the first ‘Global data privacy: What the consumer really thinks’ report – commissioned by the Global Alliance of Data-Drive Marketing Associations (GDMA), the marketing trade association UK DMA and Acxiom. About half of people (51pc) across the ten markets and four continents surveyed are ‘data pragmatists’ who will decide whether to share their personal information on a case-by-case basis, dependent on the benefits. This numbers rises to nearly 60pc in Singapore, Spain and the USA despite the clear cultural and legal differences when it comes to consumer data.
On average, one in four consumers (26pc) have little concern about how their data is collected and used, which the study describes as the ‘Data unconcerned’ – in Germany (34pc) and the Netherlands (35pc) this group rises to over a third. On the flip side, those consumers unwilling to provide their personal information, even in return for service enhancement (‘Data fundamentalists’), accounted for just under a quarter of respondents (23pc) – this group was least populated in Argentina (16pc) and Singapore (17pc).
Chris Combemale, GDMA Board member and CEO of DMA (UK) Group, said: “We are in a new era of data privacy. Questions have been raised about whether major data stories and increased talk about the value of our personal data is impacting consumer concerns over how their information is used and managed. In fact, our research shows that consumer attitudes are changing in a positive way that makes us optimistic. Overall, people understand the value in sharing their personal data as part of a modern economy.” He said it would be a challenge to see how businesses can capitalise on this a positive consumer attitude and ensure that consumers’ relationship with the data economy does not end with a reluctant acceptance of its existence.
Despite 74pc of people having some degree of concern about their online privacy more than half (51pc) of global consumers are still happy to exchange their data with businesses, as long as there is a clear benefit for doing so. Many people (41pc) also understand that sharing data is an essential part of the smooth running of modern society. In addition, 38pc of consumers worldwide believe they should have ultimate responsibility for their data security over government institutions (15pc) or businesses (5pc). This feeling of personal responsibility was felt strongest in Germany (49pc), Australia (46pc) and the UK (46pc); while respondents in Spain (24pc) and the Netherlands (23pc) believe government should take the lead.
And Sheila Colclasure, Global Chief Data Ethics Officer at Acxiom, said: “It is incredibly important these days to understand how consumers view data privacy across the globe and encouraging to see how similar they feel about key issues. The clear trend is towards greater acceptance of data exchange as part and parcel of everyday life. This is positive news for marketers who believe in data ethics and in greater transparency, access and control for the consumer as this will be key to achieving the win-win businesses and importantly, consumers, really want.”
