NEWS1 October 2014
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NEWS1 October 2014
FRANCE — Consumers consider the approximate value of their personal data to businesses to be £140, according to a new study.
This perceived value rises to £200 when a customer shares it with a company they are unfamiliar with, according to the Future of Digital Trust, a study conducted by Orange.
These findings represent the second stage of Orange’s research into consumer attitudes relating to businesses use of their personal data. On average, consumers attribute a value of around £13 to an individual piece of data that they are willing to share with a brand they already know. This value increases to around £15 if they have not dealt with the organisation previously.
Other findings were:
“The research clearly demonstrates that consumers are acutely aware that the information a company holds about them has a value to that brand,” says Daniel Gurrola, vice president of Business Vision at Orange.
“As the perceived value that consumers place on their data can change, depending on the relationship they hold with the organisation, companies must consider not only how they convey what the customer gets in return for this data exchange, but precisely how the data is being used, and where in order to build that essential trust.”
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