Brands need to rethink how they talk about data. Here’s why

By April 12, 2021ISDose
groupisd_brands_needsCONSUMER SENTIMENT DATA PROTECTION & PRIVACY UNITED KINGDOM

More than three in four Brits say they don’t feel they have enough control over how their online data is used and 79% say they worry about how its collected, according to new research from tech company The Trade Desk.

Why it matters

The rules on data collection have been tightened and third-party cookies are being phased out, but it appears there is still plenty of trust still to be built between consumers and brands, publishers and advertisers. A lack of consumer understanding is creating a reluctance to share personal information online, which creates challenges for online publishers dependent on data-driven advertising.

The details

The Trade Desk commissioned a representative survey of 2,203 consumers, aged 18+, in the UK, with YouGov to understand the consumer perspective on data privacy, security and dimensions of the value exchange of the internet.

  • Brits are keen to learn, with 80% saying they want to understand better how their data is collected and collated as they browse online.
  • Most (62%) do understand the role of advertising plays in keeping sites and apps free, and 85% say they get annoyed when asked to pay for subscriptions.
  • Just as many people feel the same annoyance when asked to create an account – 79% would prefer not to have to create multiple accounts to access different content.
  • Nearly three quarters said they’d be happier to create an account with a brand that clearly communicates how their data will be used.

Top takeaway

It’s more important than ever for the industry to be open and clear about how data is collected and used – and to give users greater control. Only by building increased trust in this way can brands, publishers and advertisers benefit from greater data sharing.

Sourced from The Trade Desk.

 

Guest Author: www.warc.com

This article first appeared in www.warc.com Seeking to build and grow your brand using the force of consumer insight, strategic foresight, creative disruption and technology prowess? Talk to us at +971 50 6254340 or engage@groupisd.com or visit www.groupisd.com/story