The research firm Qonsent found that 94% of consumers want to control the information they share with companies. Users understand that personal information is important to improve the service, quality and personalization of the services provided, but they prefer brands with a transparent data processing policy.
In connection with the frequent leaks of personal information, consumers have become much more interested in exactly how and what specific information the company collects about them, in what files and where it is stored, and more importantly, if it is can control.
A May survey of 1,000 US respondents, obtained by VentureBeat, confirmed this: 94% of consumers consider it important to personally control what data they share with companies, as well as to know how these brands use their information.
While most consumers understand that access to personal data leads to a better customer experience, they still want more transparency and more control:
- 84% of consumers are more likely to share information with brands that have transparent data policies and practices.
- 77% of consumers said transparent data practices influence their purchasing decisions, with half saying they try to buy more from transparent brands and 30% only buy from those that demonstrate transparency.
For Russian companies, the issue of personal data control is also very relevant. For example, Yandex.Food users now have the ability to delete information about their orders on the service. The company released an option "to allow users to manage data themselves."
In turn, providing such transparency and giving consumers back the ability to control the information provided can become the foundation of trust between the audience and the brand.
This is also understood by marketers, for whom this "new sincerity" becomes a real "currency" to promote companies in the market and develop long-term relationships with customers.
That is why 85% of marketers (of the 125 people surveyed were professionals in this field) believe that the profitability of advertising costs directly depends on consumer trust and transparency of all processes.
But there is another side to the coin: 88% of marketers are concerned that they may soon adopt new and stricter rules to protect personal data, which will affect mutual trust.
And 78% of marketers believe that upcoming privacy law changes will have a negative impact on consumer engagement and personalization.
You can read the full report in English on the official Qonsent website.
Author:
Ekaterina Alipova
Source: RB
I am Bret Jackson, a professional journalist and author for Gadget Onus, where I specialize in writing about the gaming industry. With over 6 years of experience in my field, I have built up an extensive portfolio that ranges from reviews to interviews with top figures within the industry. My work has been featured on various news sites, providing readers with insightful analysis regarding the current state of gaming culture.
