Consumers’ willingness to share sensitive data increases amid the peak of COVID-19 in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 23, 2020, 9:24 AM UTC

Advertising Research Foundation’s (ARF) recent privacy study found that 83% of Americans are willing to share information about mask-wearing.

There is a greater willingness among consumers to share sensitive information like social security number and financial information compared to previous years, amid COVID-19. Willingness was particularly high among those infected by the virus and whose jobs were impacted, as per the report.

However, a quarter of consumers were unwilling to share information about being exposed to someone with the virus. Understanding of privacy policy is growing, especially among people with higher incomes, people in late 30s and 40s, and those living in Northeast or west.

47% respondents “strongly disapproved” government agencies collecting data from phones. Doctors (76%), scientists and technical experts (68%) are the most trusted sources of information for coronavirus.

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