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When Are Consumers OK With Brands' Collecting Personal Data?

by Ayaz Nanji  |  
June 26, 2014
  |  1,145 views

US consumers are generally wary of companies' collecting their personal data, but some are open to it—depending on their age, the transparency of the efforts, and what they get in return, according to a recent report from Software Advice.

Nearly three-quarters (74%) of the 385 adult Americans surveyed say they prefer that their data not be collected or used at all by companies. Of those respondents who are open to their data being gathered, the largest percentages are comfortable with brands' monitoring their likes/dislikes and collecting basic demographic information.

Very few consumers think it is appropriate for brands to collect their current location or contact information.

Respondents 25-34-years-old appear to be less opposed to data collection by companies, with only just over half (52.5%) saying they are opposed to it in all situations.


Conversely, older respondents appear to be far more averse to any type of data collection, with 81% of 55-64-year-olds saying they prefer none of their data be stored or put to use.

Below, additional key findings from the report.


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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

Twitter: @ayaznanji

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