Consumer confidence over how firms collect and use data online is falling fast – down from nearly a half to just over a third – as the proliferation of digital devices and ever-more complex privacy policies are making people nervous.
Deloitte UK’s “Data Nation 2013: Balancing growth and responsibility” shows people are still not confident in the way companies collect, use, handle and share data. Just 38% believe companies will keep their data safe, while only 22% are confident their details won’t be sold on to other organisations.
The study also has found that it would take more than 25 minutes to read each website’s privacy policy in full – equivalent to 31 hours to wade through the details of all the websites they visit in a year.
And despite under 34-year-olds being the most prolific generators of data, particularly through social media, they are the least likely to understand the consequences of the digital trails they leave behind. Nearly one-third (28%) of this generation perceive that companies have little or no information about them, or simply don’t know how much data is collected. This compares with 19% for so-called Generation X and 14% of baby boomers.
“The British public is still not confident in how companies use and handle their personal data. Organisations need to make it easier for individuals to understand why this information is collected and what benefit they will receive,” Harvey Lewis, Deloitte Analytics research director, commented. “Businesses are more likely to get maximum benefit from data if every customer interaction is based on the principles of transparency, trust and informed dialogue.”
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RT @DM_editor: Consumers increasingly nervous about firms collecting their data http://t.co/x5UjORmBUV #directmarketing #datamarketing #dig…