Consumers believe brands benefit more from personal data sharing than they do

There are an increasing number of surveys about data privacy — now coming almost weekly. These studies help gauge consumer sentiment but are typically fairly abstract. By contrast, privacy and data sharing are often highly situational.

Emerging privacy narrative. At the highest level, most of these recent surveys tell some version of the following story:

  • Consumer concern about data privacy is growing.
  • Consumers are now more engaged with online privacy, often changing settings or denying access to their data (e.g., location).
  • Consumers want more control over who can access/use their data.
  • Many consumers remain confused about how their data is used by marketers and brands.
  • Consumers (especially younger adults) are willing to share data under specific circumstances, when benefits are clear and they understand how it’s being used.

A new survey of 1,002 smartphone users in the U.S.

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