44. ..................................................................................................................................................................................................
IT’S IMPORTANT PEOPLE KNOW WHAT THEY’RE GIVING THEIR DATA FOR
Transparency in online tracking and data collection has a substantial impact on
consumer opinion, with a large majority (84%) of UK consumers now having a more
favourable opinion of companies who are honest about online data collection
Toluna survey
An SDL study of millenials in US, UK, Germany, the Netherlands, Norway and Australia revealed:
• 44% will provide their data to a company they trust
• 35% in the UK are willing to provide more data to businesses if it means they
won’t have to waste time with irrelevant offers
However…
Although the majority of consumers have a favourable opinion of brands that are seen
to be honest about online data collection, few can actually give a specific example of
such a brand.
Toluna survey