Consumers will buy from companies that handle their data with care

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2021, 4:12 PM UTC

ESOMAR and Here Technologies’ survey across the US, UK, and other countries found that consumers (30%) are happy to share location or personal data if the brands offer value.

According to the report, concerns about sharing personal information digitally grew to 60% in 2021, compared to 55% in 2019. People now are more deliberate about data sharing, as 48% of consumers didn’t consider sharing their data in 2021.

Moreover, privacy concerns have increased the number of consumers (87%) willing to buy from companies that handle their data with care. Tech giants like Apple, Google, Amazon, and Microsoft are among the most trusted brands.

However, only 25% of consumers in the US know what happens to their personal information. COVID-19 related scams cost Americans $586 million since 2020, according to the Federal Trade Commission.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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on MarTech Series, 3rd Nov 2021