90% unhappy with online data collection methods

Marketers in dark over digital ROINine in ten British consumers want far more control over their data being collected by companies online and how they are being used, with 64% not happy with the current situation.
However, there is a begrudging acceptance that they are powerless to act, with 26% recognising the need for companies to collect data to provide them with services.
That is according to a new online survey conducted by YouGov on behalf of BCS, The Chartered Institute for IT.
BCS director of policy David Evans said: “Every day we are presented with the stark contrast between how personal data affects us and what we want, both as individuals and organisations. We’ve become used to it, but when we reflect on it, things simply aren’t right.
“Terms and conditions mean we’re given an ultimatum when we want a conversation. Vulnerable people can be hounded even by organisations they should have a positive relationship with.
“It feels that we can’t trust big household names to look after or use our data as we’d want them to. Yet organisations are also carrying risks and frustrated by constraints, and that isn’t good for business. Personal data is not working for anyone; we need to come together and fix it.”
The report coincides with the launch of the consultation on what BCS calls “the personal data challenge”, which is calling for the views of individuals and organisations in an effort to guage the current state of play in the market.
Evans added: “Lots of people are talking about these problems, some people are working on smart ways to solve them, and everyone is suffering from the issues.
“However, these conversations are often disconnected, and lack a shared sense of purpose. We’ve got a role to play in facilitating that conversation, bringing people together under that banner. That’s why we’ve put out this challenge, and the first thing we want to do is get the community to test it and refine it.”

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