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BizReport : Ecommerce : September 29, 2016


57% of consumers do not trust a business with their data

More than half of consumers do not trust businesses to use their personal data responsibly, reveals a new study released this week by the Chartered Institute of Marketing.

by Helen Leggatt

The Chartered Institute of Marketing's (CIM) survey of more than 2,500 consumers and marketers reveals that 57% of consumers do not trust a business with their data. The biggest concern is that the data they provide a business may be shared with third parties without their consent (40%). More than half of consumers said they had received communications from organizations they felt had misused their data while 31% said they have no idea how and where their data is used.

The study, 'Whose Data is it Anyway?", questions whether enough is being done by businesses to reassure customers. It is certainly telling that two thirds (68%) of the marketers surveyed said they are reluctant to share their own data as a consumer because they know how organisations will use it.

"Customer data is essential for businesses and marketers to reach the right audience and meet customers' needs and interests," says Chris Daly, Chief Executive of CIM. "Yet our report shows that people are nervous about sharing personal data - fears of data breaches and misuse has them on high alert. And with two thirds (68%) of marketers confessing to limiting sharing their own data as a consumer because they know how organisations will use it, this is extremely worrying."

Additional findings from the study include:

- 45% of consumers they would stop using an organisation if they discovered they were using their data in a way they didn't feel comfortable with;

- 33% believe the rules on how brands use personal data need to be stricter;

- 67% say they would share more personal information if organizations were more open about how they will use it;

- 70% of consumers do not see the benefit of sharing their personal data at all.

Tags: consumer survey, data collection, data marketing










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