New Ideas in Marketing
Essential news for marketers, summarised by YouGov

A global study by ESOMAR and HERE technologies found that consumers are willing to share their data if brands are upfront about their data collection practices.

According to the study, 74% of UK consumers and two-thirds of US consumers are willing to share their personal data if brands have transparent data collection practises. The study found that transparent data collection practices further enhances brands sales and consumer trust.

Despite 80% of US and 74% of UK consumers being concerned about sharing their data, three in four of them are likely to share their data. But only if consumers are assured of their data safety and security.

Consumers further believed that proper legislation is required to protect them against data abuse. The research also found that 76% of consumers were more than likely to share their location data with ride-hailing apps and navigation services.

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