{"id":117574,"date":"2017-04-28T16:17:00","date_gmt":"2017-04-28T21:17:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/two-thirds-consumers-dont-trust-brands-keep-personal-data-safe\/"},"modified":"2024-12-21T05:55:34","modified_gmt":"2024-12-21T10:55:34","slug":"two-thirds-consumers-dont-trust-brands-keep-personal-data-safe","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/two-thirds-consumers-dont-trust-brands-keep-personal-data-safe\/","title":{"rendered":"Two-thirds of consumers don\u2019t trust brands to keep their personal data safe"},"content":{"rendered":"

A\u00a0new Gigya\u00a0poll<\/a> of 4,002 adults, spanning the UK and the US equally, has found that 68% of consumers don\u2019t trust brands to keep their personal information secure.<\/p>\n

It\u2019s a worrying finding in light of the pending General Data Protection Regulation (GDPR) which comes into force next May. With an \u2018opt-in\u2019\u00a0mandate on the cards, this makes it critical that marketers restore consumer confidence in their ability to manage their personal data over the next 12 months. The alternative is a mass consumer \u2018opt-out\u2019 which could be catastrophic for digital marketers who have already invested time and money in building a personalised view of their customers.<\/p>\n

As the infographic below by Gigya illustrates, recent political turmoil across both sides of the pond has further aggravated privacy concerns, with a mere 17% of UK consumers feeling their data will be more secure under Theresa May\u2019s leadership.\u00a0 This compares with 32% of US consumers who believe their personal information will be better protected under the Trump administration.<\/p>\n

The rise of the Internet of Things (IoT), such as smartwatches and fitness trackers, is also creating cause for concern, with 69% of consumers worried about the associated security and privacy risks.\u00a0Understandably, these anxieties increase with age, with 62% of 18- to 24-year-olds registering concern, and 72% of the 65-and-older group. It\u2019s a finding that should resonate with retailers particularly, who hope to use the IoT to transform the shopping experience and link the online and physical worlds for consumers.<\/p>\n

However, the good news for brands is that consumers are ready and willing to take responsibility for their personal data, if given the opportunity. Some 63% of consumers say they should be personally responsible for protecting their data versus relying on brands or governments. Just 19% of consumers believe brands should be accountable for this. However consumers don\u2019t believe brands are paying attention, with 31% of respondents saying brand privacy policies are weaker now than they were 12 months ago.<\/p>\n

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