There is more willingness to share data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 04, 2021, 7:49 AM UTC

A recent EY study found that COVID-19 has made consumers more willing to share personal information.

Despite data breaches in recent years, half of the consumers worldwide are willing to share personal data, especially when they know it contributes to research efforts and community wellness. However, the willingness to share data varies by generations.

Around 49% of Gen Z consumers, 45% of Millennials and 21% of Baby Boomers have shared coronavirus-related health data with an organisation. Interestingly, 63% of all consumers know how their data is collected and stored. More than half of consumers also believe they have control over what data is being shared.

A majority of consumers are aware of data usage policies and the benefits they can expect in return. EY Canada privacy leader Nicola Vizioli said, “… organisations must rethink data privacy to meet evolving consumer expectations and anticipate their future needs.”

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