News

Consumers not sure how brands are using data

August 15, 2019

Despite an increased focus on consumer privacy, data security and data protection, more than half of consumers — 65% —  weren't sure what brands were using their data, and 55% didn't know how they were using their personal info.
 
Those are the top findings from an Acquia survey that polled 1,000 U.S. consumers regarding data privacy opinions and preferences. Additional findings, according to a press release, included:

• 59 percent of consumers waited at least a month before sharing any personal data with brands.
• 49 percent of respondents were more comfortable giving personal information to brands with a physical store presence.
• 65 percent of respondents would stop using a brand that was dishonest about how it was using their data.

"Brands have a responsibility to educate consumers about data usage, proving that they can trust the Internet again," said Tom Wentworth, senior vice president, product marketing, Acquia, in the release. "This new research from Acquia indicates the beginning of a new paradigm where businesses need to find personalized ways to engage consumers without going too far. Allowing consumers to opt in or out of data sharing will become more common over time as brands recognize that giving consumers back control of their data is not only the right thing to do, but it will also benefit their business in the end."