The report, conducted by research agency GfK and personal data consultancy Ctrl-Shift, explored consumer attitudes and organisations’ data policies, practices and communications related to the emergence of the personal information economy.

Key findings included:

• Consumers are 12% more willing to share information when given explicit assurances about how their data will be used
• Consumers are 34% less willing to share information when reminded of the dangers and potential abuses of their data
• Consumers welcome some degree of personalisation in ads and services but are ‘creeped out’ when personalisation goes too far and becomes intrusive

“The research demonstrates how brands need to pay attention to the consumer perspective when dealing with personal data,” said Colin Strong, managing director, Business & Technology, GfK.

“The view that consumers are passive providers of data no longer holds and brands need to engage with the challenges and opportunities that this represents.”