Thursday, May 23, 2024
HomeDataConsumers are not as concerned about data misuse by advertisers.

Consumers are not as concerned about data misuse by advertisers.

However, a new survey reveals that people are curious about how their data will be utilized.

Good news, marketers: while customers are concerned about their data being misused, the misuse they are concerned about is criminal rather than commercial.

According to a survey by performance marketing business Tinuiti, over half of consumers are anxious that their data may be used for identity theft, while only 9% are concerned that advertisers will misuse it. Furthermore, only 8% said they are most concerned about things or websites they have visited online being tracked.

While customers appear to have accepted that other individuals have or will have access to their data, they are nevertheless fighting back. Only 20% believe they have control over their data, while 52% agree that there is no such thing as internet privacy. Despite this, nine out of ten people have taken some proactive steps to secure it, with more than half clearing browser cookies and turning off location monitoring on mobile devices.

Another incentive. Another way to persuade customers to contribute their data is to explain what you intend to do with it. A recent Accenture survey indicated that 73% of consumers are willing to provide more personal information if brands are open about how it is used, up from 66% in 2018.

“If you want to respect people’s privacy while also providing a valuable personalized experience, you must have a transparent customer experience that allows for both privacy and personalization,” Lisa Campbell, CMO of OneTrust, stated at The Tehub Conference.

Customers, as everyone knows, may be contradictory. According to Tinuiti’s research, 90% would rather view advertisements than pay for digital content or services, but 70% would prefer to opt out of ad tracking.

You like personalization, but they don’t. Only 29% enjoy digital ads that are personalized to their preferences. Even fewer (24%) agree with the underlying trade-off in targeted advertising, which is transferring data for something “free” online.

Consumers understand the benefits of ad tracking, but they still dislike it. More than half (54%) found it “creepy that the ads seem to be able to follow me.” At the same time, a total of 43% of respondents said this is “fine” if it maintains content free and/or “helpful” in reminding consumers of things. There is some overlap between the groups: 20% of those who think retargeted advertising are creepy also believe they are useful or appropriate if they help maintain web platforms open.

Why we care. Consumer opinions on data protection are nuanced, which presents an opportunity for marketers. Furthermore, while “personalized customer experience” is nearly marketing gospel, consumers are unimpressed. While tailored CX helps sell products, it offers no major advantage to consumers. It will need to do this in order to persuade users to provide personal information.

Keep exploring...

The Tech Giants, Microsoft, to Announce the Next Generation of Windows

Microsoft, which is truly a tech giant, is holding a launch event on 24th June 2021. It is expected that they might announce the...

Software Updates for AirTags which were Released in April by Apple

AirTags were released by Apple in April to inform the users about their belongings. The concerns which were raised by the users of being...

Places to travel

Related Articles

Using data to drive growth: Improving the retention phase

Make use of AI and data tactics to personalize and target your marketing to...

RevOps uses of generative AI are rising.

Automation of business processes is becoming more and more common, and generative AI is...

Three strategies to improve first-party data collection

Enhancing First-Party Data Collection: Three Strategies for Success 1. Give Viewers Choices During Webinars2. Craft...

Common components of successful ABM methods.

Account-based marketing (ABM) has been used by B2B marketers for more than a decade,...

Using Big Data Analytics to Forecast Share, Size, and Scope of the Retail Industry

The following are the main companies mentioned in the Big Data Analytics in Retail...

Outbound marketing’s future in an omnichannel stack

Today's outbound marketing technologyThe great decouplingDecoupling data, content and decisioningA new model The increased relevance...

Healthcare Business Process Outsourcing Market (New Data Insights): Recent Innovations and Demand Forecast to 2031

Healthcare Business Process Outsourcing Market Size is Growing at the Same Rate as in...

A Groundbreaking Innovation with New High-Growth Sectors in the Markets: 5G Technology and 5G Infrastructure

The market for 5G technology and infrastructure is anticipated to expand at the same...