NEWS14 November 2014

Marketers underestimate consumer privacy concern

News Privacy UK

UK — Marketers “consistently underestimate the level of consumer concern regarding the misuse of their contact details”, according to new research.

According to the Annual Marketing-GAP Tracker from online market research agency fast.Map, 85% of consumers said they would be concerned or very concerned if their details were passed on to another organisation, but only 45% of marketers thought consumers might see this as a problem.

The study, based on responses from 1,180 consumers and 310 marketers, found that executives “underestimate by up to 100% all consumers’ areas of concern”. It also revealed that most consumers “don’t bother to even read the opt-out box”.

The report is available for download here.