Older consumers are more likely to worry about data and privacy issues than younger consumers, the survey of more than 4,000 people in three countries (the US, UK, and Australia) found:
—In the United States, 59% of consumers age 18-29 worry about data privacy, compared with 71% of consumers age 45-60.
—In the United Kingdom, only 48% of consumers 18-24 worry, compared with 63% of those age 45-54.
However, consumers are much less concerned with sharing data with trusted brands, SDL also found: 79% of respondents say they are more likely to provide personal information to a brand they have purchased from before.
Below, additional key findings from the report.
What They'll Share
- Consumers are fairly open to sharing information about gender, age, and income with marketers.
- Respondents say they are much less willing to share the name of their spouse, lists of family and friends, and their Social Security number.
- Those preferences vary by country, with UK respondents especially hesitant about sharing information (nearly one-third say that they wouldn't share any personal data with brands).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji