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BizReport : Internet : February 01, 2016

72% of Brits wary of sharing personal data with brands, organizations

The decision to share personal information with brands and companies online is all about security, according to new research from Informatica.

by Helen Leggatt

Data security is a "crucial differentiator for organizations looking to redress the balance and offer maximum protection for personal information in the event of a breach", says Greg Hanson, vice president business operations EMEA at Informatica, talking of his company's latest research.

The Informatica survey, conducted online among more than 2,000 adults in the UK, reveals that nearly three-quarters (72%) are not comfortable sharing their personal data with brands and organizations because they have concerns about how safe it will be and how it will be used.

More than half (56%) of those who have already shared personal data with brands online are so concerned that they are intending to reclaim access to that data and share less in future.

Even if brands and organizations did offer maximum protection, more than a third (38%) said there is nothing that could be done to motivate them to share their personal data.

"It's clear from this survey that there is a worrying disconnect between UK businesses and consumers when it comes to how their personal data is stored, shared and secured," said Hanson. "Brands and organisations need to address this as a matter of priority. That means putting strong data governance practices at the heart of their customers' digital experience in order to win back their confidence."

The survey did highlight several key things that can be done to earn consumer trust - being transparent about how personal data will be used (50%), a comprehensive privacy policy (43%) and quick responses to any issues that may arise (38%). Furthermore, the survey backs up previous research that suggests that consumers can be persuaded to part with personal data if they receive a reward in return, such as discounts or access to a free service, such as Wi-Fi.

A survey by marketing and loyalty analytics firm Aimia, conducted last year among more than 20,000 people across 11 countries found that most are aware their personal information is valuable (68%), and 31% went so far as to say it was "highly valuable". And most (80%) were willing to share their personal information, such as name, email address and nationality, with brands.

However very few, just 8%, claimed to have received any special benefits from having done so. Furthermore, despite knowing that their data is being used by brands to provide relevant messaging, just 23% said the communications they receive from marketers are 'highly relevant'.

Image via Shutterstock

Tags: data security, Informatica, personal data, research

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