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BizReport : Advertising archives : May 12, 2016

Poll: Personal data high on consumers watch list

When it comes to having personal information stolen during a security breach, consumer say they'd rather 'break a bone'. That according to new data from Feedzai, which also found more than half of consumers believe it is 'never acceptable' for businesses to use personal data without permission.

by Kristina Knight

Consumers are becoming more tight-fisted over their personal data. Earlier this year, Apple made headlines when the company refused to 'break into' a consumer's phone even after federal investigators ordered them to. According to new data from Feedzai's Consumer Trust Survey: Data in the Hands of Companies and Government, a growing number of people agree with Apple's stance, with nearly 60% saying businesses should never access/use customer data and 29% saying businesses should never access data unless there is a danger to national security.

"While consumers may not think about the complex wiring and plumbing of companies and organizations and how they wheel and deal personal data, there is an expectation that they're using the latest technology, such as machine learning, to protect it. While trust with merchants and companies is varied from person to person, all of these organizations need to live up to the expectation by not breaking consumer trust," said Nuno Sebastiao, Feedzai CEO and co-founder.

Other interesting findings from the report include:

• 44% of those surveyed say they'd 'rather have a hangover' than have their identity stolen
• 51% say they don't trust any business/organization with their data
• 23% believe POS devices have the biggest fraud risks
• 83% say they will not offer up additional personal data for better personalization

Tags: advertising, advertising data, Feedzai, personal data

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