![]() Get it wrong and they might switch elsewhere Those who were more aware of how data sharing works were 36% more likely to agree that data sharing in return for more relevant ads presents a fair value exchange, signaling a need for brands – beyond their legal obligations – to clearly articulate why they are asking for data and how they intend to use it, to deliver more helpful, relevant and engaging experiences. With this feeling of control, people are finding advertising more relevant – most prominently in the insurance (+13%) and telco (+11%) industries – with potential increases in brand trust, positive emotional response and perceived relevance to ads shown. Travel (49%) and retail (37%) saw strong increases in preference for a second-choice brand who offered a positive privacy experience. While the findings were consistent across countries and several industry sectors. This figure rises to 82% among the self-described skeptics on the data brands collect and the ways they use it. ![]() Brands that make consumers feel in control are likely to benefit most with 71% of people preferring to buy from brands that are honest about what data they collect and why. The study found that providing a positive privacy experience can increase share of brand preference by 43%. ![]() Get it right and consumers are likely to thank you for it
0 Comments
Leave a Reply. |