NEWS24 March 2022

Global consumers are comfortable sharing their data

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GLOBAL – Over half of consumers ( 53%) around the world agree that the exchange of personal information is essential for the smooth running of modern society.

personal data

New research launched by the Global Data & Marketing Alliance (GDMA), in partnership with Acxiom and the Data & Marketing Association (DMA), reveals that consumers are increasingly comfortable with data sharing, especially if there is a clear benefit of doing so.

Trust in an organisation remains the most important factor driving consumers’ willingness to share personal information with a company. Across the 16 countries surveyed in the Global Data Privacy: What the Consumer Really Thinks report, 38% of consumers rank ‘trust in an organisation’ in the top three factors that make them happy to share data.

In 2022, almost half ( 46%) of global consumers across 10 markets feel more comfortable with the notion of data exchange with businesses – such agreement has grown from the 40% reported in the report’s previous edition, published in 2018. In addition, 48% of consumers across the 10 countries rated data exchange as essential for the running of modern society – rising significantly from the 41% who stated this back in 2018.

Another interesting trend observed over the last four years is the rise of the ‘Data Unconcerned’ group; people who show little or no concern about their data privacy. Some 31% of the population across the 10 global markets now fall into this category – up from 26% in 2018. There is also a decline of ‘Data Fundamentalists’, those unwilling to share personal information; 21% now state they fall into this cohort – 23% of people stated this back in 2018.

The majority of consumers ( 47%) surveyed remain ‘Data Pragmatists’, happy to exchange data with businesses so long as there is a clear benefit for doing so.

“Given the diversity of cultures, economic development and digital maturity of these markets, this report is remarkable for the consistency of its findings across the 16 countries [representing over half the world’s population], said Martin Nitsche, chair of GDMA & President of DDV (German Data Marketing Association).

“Critically, consumers understand the part data has to play in the data value exchange. Trust remains the most decisive factor driving consumers’ willingness to share data, so the guiding principle of valuing privacy must engender trust at the heart of customer communication.

“The findings in this research confirm the importance of the GDMA’s Global Privacy Principles launched in 2021, which were designed to enable a consistent approach to data protection legislation and industry best practice across the world.”