71% of consumers say they should have control over the security and privacy of their data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2020, 2:04 AM UTC

Wunderman Thompson Intelligence’s report, The Privacy Era, reveals that 89% of consumers feel companies are vague about how the “data for benefit” exchange works.

With data impacting all areas of life from emotional health to the environment, the report evaluated data collection methodologies and its implications. Of those surveyed, 71% of consumers believe they should have control over the security and privacy of their personal information.

As the importance of data rises, 55% of consumers feel “disoriented” over the use of their data. 48% feel violated when security issues with their details popped up.

Ari Levenfeld, of Quantcast, says companies must take a more “nuanced approach” to data use and privacy. Allowing consumers to control their data in exchange of brand’s services can help customers “co-exist with data”.

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