News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers trust doctors and government with personal data more than they do advertisers
Consumers are increasingly concerned about how their data is stored and used but, according to new research from GfK, it is marketers and advertisers that are the least-trusted of all, less so than then government.
GfK's data privacy study, conducted this March, found that most consumers are very skeptical about how data they provide to various organizations is used. While almost half (49%) agreed that tailored ads were helpful, 64% said they don't trust how their personal data is "handled" by marketers and advertisers.
However, there is a significant difference in attitudes between age groups. While younger generations are less concerned that marketers and advertisers should change how they handle data (Gen X 50% / Gen Y 46% and Gen Z 47%), three-quarters of pre-Boomers (75%) and 60% of Boomers are more concerned.
In fact, out of all the classifications provided in the study, it was marketers and advertisers that were seen to be the worst handlers of personal data, trusted by just 25% of respondents. Even government authorities (42%) and online social networks (39%) fared better. The most-trusted category was hospitals, doctors and healthcare providers (72%) followed by online payment systems (71%), online retailers (68%) and banks (64%).
"Shared data is, in many ways, the engine of the online economy, especially in this era of Big Data," said GfK's CEO, Matthias Hartmann. "Keeping a close eye on consumers' feelings about data privacy provides essential intelligence for the marketplace - allowing quicker and smarter reactions to emerging concerns."
Image via Shutterstock
- Brands: How to ensure rogue apps aren't damaging to you
- Top tips to drive purchases
- Brands: How to protect yourself in the app space
- 25% of smartphone owners have used mobile wallet technology at least once
- Forge relationships with consumers with gamification marketing techniques
- 50% of teens bored of Facebook as the social network loses its 'cool' factor
- Studies ID social trends for the holiday season
- Experts: Use the Hunger Games strategy to avoid spam folders
Featured White Papers
- 4 Simple Strategies to Find Time for Creative Work
As marketers, we know our best work is fueled by time to think, brainstorm and explore different directions. But in...
- 2014 Top Insights for Marketing Executives
Winning consumers over today requires building new capabilities that make brands more agile and provides deeper, more intimate knowledge of...
- 6 Common Marketing Problems and How to Beat Them
Feeling tired, frustrated, and overwhelmed with work chaos? Get the Winning at the Game of Marketing eBook and get control....
- Social & The DMP: Understanding Data-Driven Social Media Marketing
Learn how top marketers improved their Social Media Marketing....