ESOMAR and Here Technologies’ survey across the US, UK, and other countries found that consumers (30%) are happy to share location or personal data if the brands offer value.
According to the report, concerns about sharing personal information digitally grew to 60% in 2021, compared to 55% in 2019. People now are more deliberate about data sharing, as 48% of consumers didn’t consider sharing their data in 2021.
Moreover, privacy concerns have increased the number of consumers (87%) willing to buy from companies that handle their data with care. Tech giants like Apple, Google, Amazon, and Microsoft are among the most trusted brands.
However, only 25% of consumers in the US know what happens to their personal information. COVID-19 related scams cost Americans $586 million since 2020, according to the Federal Trade Commission.
[2 minute read]
on MarTech Series, 3rd Nov 2021