Consumers ok with brands using behavioural data despite privacy concerns. UK — Over two-fifths of consumers support brands using online behavioural data despite continuing concerns over online privacy according to a global survey from UM.
According Wave 7, the latest part of UM’s global survey on consumer social habits, over 43% of consumers globally are supportive of brands using online behavioural data for marketing if it improves their online experience. The survey said this value-exchange had resulted in a 10% spike in consumer membership in brand communities,and proved that a greater understanding of consumer needs can lead to a more strategic approach to engagement. However, privacy remained a concern with almost 70% of global consumers registering concern about the amount of personal data online - with UK citizens amongst the most uncomfortable about being tracked. “Wave 7 has identified that consumers will connect with brands that meet five basic needs. Planner Stratégique Senior 360° (CDI) /// Agence marketing digital, viral, buzz et media sociaux ★★★ Vanksen.
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