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BizReport : Mobile Marketing : October 06, 2014

Study lets mobile users put value on their personal data

When mobile network Orange asked mobile users in several European countries what value they put on personal data such as their location and demographic information, the results reveal they are aware of their worth.

by Helen Leggatt

Orange's study of more than 2,000 mobile users in the U.K., France, Poland and Spain found that, on average, £140 (US$224) was how much they believe their personal online data such as location and demographics were worth to a business.

Interestingly, those users were also aware of what might make their personal data more valuable to a company. The £140 (U$224) value roses to £200 (US$320), on average, when users considered companies they had never dealt with before. Furthermore, the closer a user felt they fit a company's target market the more they realized the value on their personal data rose.

According to Daniel Gurrola, vice president of Orange's Business Vision division, the survey "clearly demonstrates that consumers are acutely aware that the information a company holds about them has a value to that brand".

Other key findings from the report 'The Future of Digital Trust' include:

- 67% believe it is the companies that benefit the most from data sharing - just 6% believe the activity benefits the consumer;

- 77% believe it is just as important for mobile operators to disclose how personal data is being used as it is to provide a reliable service and value for money.

"As the perceived value that consumers place on their data can change, depending on the relationship they hold with the organization, companies must consider not only how they convey what the customer gets in return for this data exchange, but precisely how the data is being used, and where in order to build that essential trust," said Gurrola.

Image via Shutterstock

Tags: consumer survey, data sharing, mobile marketing, mobile user, personal data, survey

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