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DATA PRIVACY
By our News Team | 2022
UK study finds consumers have privacy concerns, but most will share personal data if they can reap the rewards.
Shoppers in Britain are not unhappy with the idea of sharing personal data with brands – providing it is a win-win that also creates value for them.
This is according to a recent study entitled The Person Behind the Data carried out by Ketch, a privacy solution provider. In all, 2,750 UK adults were questioned for the report.
Photo by Fauxels from Pexels
The researchers found that most shoppers (77%) are concerned about the way their data is being gathered and used by the brands they engage with.
However, 81% of respondents said they had also experienced the positives of sharing their data. These included receiving a benefit from the company in question (42%), having a personalised experience (40%) and learning about new products (37%).
Almost all shoppers (89%) say that when data sharing is done right, they see a positive impact on their relationship with a company, and 53% say they even trust the company more.
In return for benefits, consumers are quite willing to share details of their past purchases, demographic information, and entertainment habits in exchange for free samples or discounts. But they are less willing to share personal financial information and content from emails and other platforms.
Consumers will share if brands are responsible
“Consumers are open to sharing their data, provided it is handled responsibly,” said Russell Howe, Vice President for EMEA at Ketch.
“More importantly, giving consumers transparency and control over their data only strengthens the relationship with brands.
“For too long, we have ignored the consumer perspective on data, and focused on regulatory compliance only. By understanding how consumers view privacy, brands can make better decisions going forward. Trust and transparency – that’s what really matters here.”
He added: “A blanket approach, where consumers don’t have any knowledge or control over how data is used, is wrong.”
Ketch defines responsible data practices as:
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.