A global study of more than 24,000 consumers across 12 countries found concerns about data privacy and security were top of their agenda.
Nearly 9 out of 10 (89%) of those surveyed by Verint said it is vital they know how secure their personal information is, while 86% want to know if their data will be passed on to third parties for marketing purposes.
Personalised services also continue to be important, with 80% of consumers saying they like it when services are tailored to them and their interests.
Marije Gould, Verint VP, EMEA marketing, said: “It comes down to getting the basics right, using technology and analytics to better understand what’s really on the minds of customers, and then working to help ensure the right resources are in place to address evolving needs and requirements.”
These desirable twin pillars of personalisation and privacy have traditionally created a conflict, with backdoor data collection and retention being at the heart of current attempts to personalise services, instead of getting this information direct from the consumer.
But as awareness about the importance of data privacy grows, along with the GDPR coming into law next year which gives new powers over their personal data to consumers, a sea change is coming.
Here at digi.me, we have always subscribed to the theory of the Internet of Me – that putting the individual at the centre of their connected life, and in control of what happens to their data, is key for both increased privacy and service personalisation.
And general awareness raising around the importance of personal information and having control over it can only be a good thing for all of those making to work the Personal Data Economy a much fairer place for the individual.