Monday, 19th October 2020

Data ignorance

Publicis Sapient, the Digital Business Transformation consultancy, has launched its Data Collection and Consent survey, which measures consumer sentiment and sensitivity around data privacy. The findings revealed 61% of participants across all five countries know little to nothing about what companies actually do with their data, and 40% of participants globally say their data is worth more than the services they currently receive.

61% of People Know Nothing about Companies Do with Their Data, New Global Survey Shows

London – 1st October, 2020 – Today,

Key UK takeaways from the survey:

● Over half of Brits (65%) know little to nothing about what companies do with their data

● Those who know more about what companies do with personal data tend to see the benefit of companies collecting their data.

● The majority of Great Britain say technology has a positive impact on people’s lives (64%), greater than 58% across all countries surveyed. However, nearly half of Brits (48%) worry that the data collect can be harmful

● 49% of UK participants are more willing to share their data if they knew companies would not sell or share it, even more so than just being able to delete it.

● Brits see more value in their data than any other country– 42% of Brits say their data is worth more than the services they currently receive

● Britons are most comfortable sharing their race/ethnicity (48%), personal information (32%), contact information (29%) and location (28%). They are less comfortable sharing biometric (16%), issued (9%) and digital data (8%)

● British respondents are most comfortable sharing their data with Financial Services companies, more so than any other industry with 76% willing to share their personal info compared to 68% for healthcare, 52% for travel & hospitality and 41% for retailers

Max Kirby, Customer Data Platform Practice Lead at Publicis Sapient, said, “There is a clear connection between a person’s familiarity with data and their willingness to share valuable information. Our research indicated that privacy-sensitivity is emerging as a new form of personalization, reflecting how a business approaches a high-privacy sensitivity customer versus a low-sensitivity customer. In order to detect a customer’s level of privacy-sensitivity, identities must be resolved across multiple data sources using a Customer Data Platform in tandem with a Consent Management System.”

Brits have boundaries when it comes to sharing data

44% of Americans are most comfortable sharing basic personal data, followed by 34% Australians and 32% Britons; however, all countries feel less comfortable sharing Bio, Digital, and Issued data. Germans are particular about who they share their personal data with, while Britons and Australians are most willing to share personal data with Financial Services and Health. Although Britons see more value in their data than any other country, they are also more willing to share their personal data with most industries.

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