68 per cent of consumers think brands put their personal data at risk

New research shows that the majority of consumers don’t trust brands with their personal information, even as they desire more personalised experiences and services.

According to the 2017 State of Consumer Privacy and Trust survey from Gigya, two-thirds — 68 per cent — of consumers are concerned about how brands use their personal data.

A similar number (69 per cent) worry about security and privacy risks inherent in the increasing adoption of Internet of Things (IoT) devices, such as fitness trackers, smart watches and connected cars.

Gigya’s survey, which polled more than 4,000 adults across the US and UK, highlights widespread concern about brands’ approach to data privacy. This worry increases across generations, with 60 per cent of 18- to 24-year-olds registering concern, compared to 73 per cent of those aged 65 and older.

The pattern was similar when participants were asked their opinion about data security on IoT devices: 62 per cent of 18- to 24-year-olds registered concern, compared to 72 per cent of the older age group.

The good news for brands, and those working to protect data privacy, is that consumers are ready and willing to take responsibility for their personal data — if given the chance to do so. Some 63 per cent of consumers feel personally accountable for protecting their data versus relying on brands or governments.

Jason Rose, senior vice president of marketing at Gigya, said: “Brands that put consumers in control of their privacy and deploy platforms that strengthen consumer data security will ultimately gain consumer trust.

“These brands will overcome the personalisation-privacy disconnect and deliver on the full promise of their online strategies.”

So the path to the data privacy future is clear – be transparent, be open and be trustworthy. Great things will follow.

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