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Online anonymity levels grow with 37% of consumers unwilling to give out any personal data

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By The Drum Team, Editorial

June 22, 2011 | 2 min read

Over a third of consumers don’t want to give out any personal data out to social media accounts or during other online interactions, according to a Direct Marketing Association (DMA) survey.

The data tracking survey, released today – 22 June – found that there has been a reduction in the number of people who give out their information than six months ago, with 31% more respondents saying they are not willing to give out their name when requesting information online.

It was discovered that only 27% of respondents are happy to give all the details requested in order to get access to online information, making it harder for marketers to capture demographic data.

Chris Combemale, executive director of DMA, said: “The mechanics of data capture is changing fast. It’s predominantly because social media are shifting consumer’s expectations.

“Many now like to interact online in an anonymous fashion without providing any personal information.

“Therefore, the old certainty that individual data would be available, accessible and usable is being eroded by technology that have put consumers back in control.

“Moving forward marketers need to reverse the value exchange, so must build trust with consumers first before asking for personal data.

“Only once engagement has taken place and trust earned will it become possible to start a real conversation and obtain data.”

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