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Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment.

The report was based on data from a survey conducted in April and May, 2022, among 3,402 respondents (3,002 consumers and 400 business leaders) from around the world.

Almost two-thirds (65%) of consumers worry their personal data is being collected by brands without their permission.

65 percent of consumers worry their data is being collected by brands without permission

Only 40% of consumers say they trust brands to keep their personal data secure and use it responsibly.

40 percent of customers trust brands to keep their data secure

Some 60% of consumers say trustworthiness and transparency are the most important traits of a brand, up five percentage points from a similar survey conducted in 2021.

60 percent of consumers say trustworthiness and transparency are the most important traits of a brand

Some 63% of consumers say they are fine with personalization as long as businesses are using their own data and not purchased data.

Most consumers are fine with personalization as long as the brand uses their own data

About the research: The report was based on data from a survey conducted in April and May, 2022, among 3,402 respondents (3,002 consumers and 400 business leaders) from around the world.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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