US consumers’ privacy actions clash with their beliefs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 16, 2021, 11:06 AM UTC

Omnicon Media Group's OMG Signal unit polled, 1,000 customers from Generation Z to Baby Boomers, including Caucasians and African Americans.

While consumer concerns around data privacy remain prevalent, their actions however aren’t always aligned with their tenets. The study was compared to a 2020 report by Sourcepoint to find contradictory results.

Sectors like banking and finance, recorded a 24% consent rate, while food and drink industries saw a consent rate of 86% on average. News channels had a consent rate of 76%. Consumers (63%) are concerned about sharing data, and 31% are “extremely concerned”.

Among the most concerning areas included “general-interest” websites (79%), big tech (77%), apps (76%), and more. Renee Cassard, chief audience officer at OMG, North America notes, “Marketers must understand explicit as well as implicit expectations for their category to provide consumers with enough value to opt in.”

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