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Over half of surveyed consumers (53%) across 16 countries are happy to exchange data with businesses if there is a clear benefit for doing so, with trust and transparency key drivers for this willingness.
The Global Data Privacy Report by the Global Data & Marketing Alliance (GDMA) in partnership with Acxiom reveals that 49% of global consumers across all 16 markets are comfortable with the idea of data exchange. The markets surveyed include Belgium, France, Germany, Netherlands, Spain and UK.
In Europe, the proportion of those unconcerned about sharing their data rises above 1 in 3 in Belgium, Germany, and the Netherlands, while growth in this segment is particularly pronounced in France, Spain, and the UK.
Trust & transparency
Trust in an organisation remains the most important factor driving consumer willingness to share personal information. Transparency is also a fundamental factor. 77% of global consumers saying that transparency around how data is collected and used is important to them when sharing their personal information. This is particularly the case among older consumers. 83% of those aged 55+ globally state that transparency about the collection and use of their data is important, compared to 67% of 18-34s.
Privacy & GDPR
Online privacy remains a concern for an average of 71% across the 16 markets surveyed. This is falling however across some markets. Across 10 that were also surveyed in 2018, it has dropped from an average of 74% in 2018 to 69% in 2022. Spain and the USA have seen the most significant fall, from around 80% in 2018 to just under 70% in 2022, and in Belgium, France, Germany and Japan, it falls to a low of just over 60%.
Public awareness of GDPR has risen significantly across European markets. In fact, awareness has more than doubled in all European markets since 2018.
Martin Nitsche, Chair of GDMA & President of DDV (German Data Marketing Association) said:
“Given the diversity of cultures, economic development and digital maturity of these markets, this report is remarkable for the consistency of its findings across the 16 countries. Critically, consumers understand the part data has to play in the data value exchange. Trust remains the most decisive factor driving consumers’ willingness to share data, so the guiding principle of valuing privacy must engender trust at the heart of customer communication.”
Photo by William Fortunato on Pexels
