- Publicis Sapient and Google Cloud partnered with Ipsos to create the DCCS (Data Collection & Consent Survey).
- The survey took part in 5,000 people from five countries – the UK, France, Germany, the US and Australia.
- The aim of the survey was to better understand what people know, feel and want when it comes to collecting corporate data and being sensitive to data protection.
- The Publicis Sapient survey examined data sentiment in nine industries including retail, financial services, health services, and consumer products.
- Download the full report from ClickZ for a deeper understanding of each country’s results, including a wealth of statistics and charts.
Publicis Sapient and Google Cloud recently partnered with Ipsos to create the data collection and consent survey. The aim of the survey was to better understand what people know, feel and want when it comes to collecting company data.
In this post, we’re going to unpack some of the key results and data points from the survey. You can download the entire report Survey on data collection and consent here.
Content created in collaboration with Publicis Sapient.
A positive outlook on technology, a negative outlook on data collection
The majority of respondents felt that technology had a positive effect on their personal life, although this was predominantly the case in the US, UK and Australia. France and Germany took a more neutral stance.
However, the mood was not so positive when it came to data protection. While 75% of American respondents believe that it is possible to have data protection in today’s technology-driven world, a significant proportion of respondents (one in five) worry that they can maintain their privacy online.
This concern is present in all five countries surveyed, with around half of respondents giving negative ratings to the data collected about them.
“Despite their belief that technology has a positive effect on people’s lives, most fear that the data companies collect about them can be harmful and that their data is worth more than the free services they receive in exchange “writes Publicis Sapient.
In order for people to feel better about giving you their data, you need to build trust.
Data control intuitively increases brand trust
Building trust may sound simple, but it’s about more than just letting people know about your data practices and getting consent.
The results of the survey showed that people want granular control over their data. US consumers in particular have placed the highest trust in companies that enable them to manipulate their own data.
Over 70% of US respondents said they would be more likely to do business with a company if they were given the opportunity to delete their information. U.S. consumers also appreciated the ability to turn off location tracking, clear their browsing history, choose who a company shares information with, and review the information companies have about them.
The report states, “Companies that are trusted and responsible about handling personal information will have better reputations and will ultimately attract more customers.”
Another important finding: Around 40% of respondents, regardless of country, felt that their data was worth more than the free services they received in exchange.
The report provides details of the type of data that people may or may not want to share due to different industries and services. For example, 76% of American respondents were unwilling to share their banking details for help with their household budget. The type of information people are willing to freely share varies by country.
As the table above shows, Americans, British, and Australians are much more likely than the French or German to share race / ethnicity, contact information, personal information, and location.
Data exchange by industry
The survey looked at data sentiment in nine industries including retail, financial services, health services, and consumer products. There is too much evidence of consumer sentiment about privacy and industry disclosure to list here. However, the most important findings include:
- Finances: Approximately 50% of Americans share personal information with financial services companies online or in apps
- Healthcare: Approximately 70% of Australians, British and Americans are willing to share their personal and contact information with healthcare companies online / in apps
- CPG: 58% of French respondents were unwilling to share personal information with CPG companies online / in apps, compared to 47% of Americans and 43% of British and Australians
- sale: Around half of Australians, Americans and British and a third of French and Germans are willing to share their contact information online / in apps with retailers
Other industries included in the report include food delivery and restaurants, transportation, travel and hospitality, and technology / media / telecommunications, government and general services.
Better communication is the key to better data
Publicis Sapient emphasizes that clear communication about why a company is collecting data and how they would like to use it is important to improve relationships with customers. Clear communication creates trust. Informed consumers feel more secure when they share their valuable information. This is clearly an area where companies can improve regardless of country.
Publicis Sapient writes: “On average, four in five people in all five countries say they know little to nothing about what companies do with the data they collect.”
The majority (over 80 percent) of consumers were unfamiliar with nine key data topics, as shown in the table below.
Using the above nine topics, Publicis Sapient developed a single measure of people’s knowledge of what companies are doing with their data. The report provides a breakdown of this data knowledge index by country and a further breakdown by gender and age group (Gen Z to Baby Boomers).
Knowing what type of data is most worrying for individuals, what sectors consumers are most concerned about information sharing, and how consumers view data sharing by country, age, and population, can help you formulate a comprehensive data collection and consent strategy.
Download the full The Data Collection & Consent Survey report for a deeper understanding of each country’s results, including a wealth of additional statistics and charts.