Study: Data Security Is the New Table Stakes for a Positive Brand Experience

According to a new study released by Infogroup, a leading provider of data and data-driven intelligence solutions, 80% of consumers say they’re more concerned about privacy than they used to be — a tendency marketers ought to keep in mind.

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In its report, “How Different Generations Think About Their Data”, Infogroup surveyed more than 1,000 consumers on their data privacy priorities. The survey showed that 65% of consumers consider it risky to give a company their personal information.

“Laws such as the EU’s General Data Protection Regulation and the California Consumer Protection Act reflect a broader shift in consumer attitudes toward privacy — even among younger consumers,” said Heather Winnicki, VP of Product Management, Consumer Data at Infogroup. “Understanding privacy preferences and behavior enables brands to tailor their offerings appropriately.”

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The report suggests a number of strategies companies can implement to build trust in an era of changing expectations.

“Consumers’ attitudes towards privacy are shifting and marketers need to frame data collection in a way that resonates with their audiences,” said Michael Iaccarino, CEO and chairman of Infogroup. “Having the capabilities – whether in-house or through a partner – to develop rich insight into a brand’s audience, identify the right message for each segment, and develop programs that build trust will help marketers minimize risk and reach their objectives.”

Additional findings from survey include:

• More older consumers (55+) trust the financial services and healthcare industries with personal data — 45% and 24%, respectively
• Contrastingly, only 30% of consumers aged 18-22 trust the financial industry to handle their personal data
• Fifty-seven percent of consumers feel “alarmed” when they see a product they had researched online advertised on social media
• Forty-nine percent of consumers ages 55 and over clear their cookies consistently. This number is 55% for those aged 39-54.

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