Although the imminent demise of cookies will put privacy at the forefront of the agenda in the coming years, the fact is that the anxiety that the (potentially spurious) use of personal data inspires in consumers is no longer as intense as it once was . At least this is what emerges from a recent study by the Advertising Research Foundation (ARF).
In general terms, consumers are willing to share personal data with advertisers in turkey number data exchange for being presented with a more personalized advertising experience . The personal data that consumers consider most acceptable for subsequent use by advertisers are information about their previous purchases (76%) and the media they most frequently consult (74%).
Users are also willing to give advertisers certain personal information (such as age, gender or race) in order to see more relevant ads. After all, a quarter of consumers admit to frequently encountering irrelevant advertising on a plethora of channels. However, users are much less willing to share more sensitive data such as their medical and financial information with brands.
Consumers are no longer as punishing as they used to
Consumer concerns about the privacy of their personal data have, however, waned over the past year. The proportion of consumers who have stopped shopping at certain retailers due to privacy concerns has shrunk from 50% to 47% over the past 12 months. Men and younger people, however, report greater concerns about their personal data than women and older consumers.
On the other hand, 83% of consumers give the highest levels of trust when sharing their data with people with a profile similar to their own . Technical experts (72%) and local police (69%) also enjoy consumer trust.
In contrast, less than 40% of consumers trust how advertisers and media will use their personal data.