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BizReport : Internet : June 20, 2012

Consumers willing to trade personal information for benefits, offers

Today's consumers are willing to trade their personal information for free services or benefits, according to new research from the Direct Marketing Association. With the balance of power now being held by consumers, brands must do their utmost to nurture trust.

by Helen Leggatt

dma logo uk.pngFour in five people now accept that handing over their personal information is "an increasing part of modern life". In fact, over a third (35%) believe that that information is a commodity that can be traded with companies in return for offers and benefits, found the DMA.

However, unless consumers have trust in a company they won't be forthcoming with their information. Trust was cited by 58% as being the most important factor when deciding whether or not to share information, while for 32% price discounts alone would be enough for them to part with personal data.

"Online platform owners and brands that market digitally must understand the current range of consumer views on data privacy. Insight into what they regard as private, what information they're willing to exchange and under what circumstances should underpin their marketing strategies," said Chris Combemale, chief executive at the DMA.

"The balance of power is now tilted towards consumers. They alone have the ability to choose who they share their information with, so it's down to brands to give them a compelling reason to do so."

Retaining control over the sharing of their personal data was important to nearly all respondents (85%).

Tags: brand marketing, consumer data, Direct Marketing Association, privacy, research

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  • LWAB 90803

     We have hit a point in society where the government and corporations take advantage of us and take our personal information, and use it or sell it for their own benefit.

    They have no incentive to protect us, so we must protect ourselves!

    There are steps you can take to keep yourself safe and keep your personal information private.  This website is a pretty good resource:



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