Long-awaited General Data Protection Regulation comes into effect from today, a fact confirmed by the swamping of email inboxes with GDPR-related subscription requests, sowing a mixture of fear, confusion and obliviousness.
To mark the occasion WPP owned digital agency SYZYGY has carried out its own survey to establish that this frenetic activity has passed over the heads of 28% of Britons, a figure which rises to 42% of 18-24 year olds.
At the other end of the spectrum 52% of UK adults hold their personal details extremely close to their chest, refusing to part with them at any price, even to their brand of choice, a proportion which rises to 63% among those aged 55 and over. Among those who could be bribed an average one-off payment of £110 was cited, although 8% were happy to give it away for free.
Phil Stelter, managing director at SYZYGY, said: “After recent data scandals, people are increasingly wary of how their data is being used, but we should see this as a huge opportunity, not a roadblock. Starting today, organisations must take a positive and ethical approach to advertising and customer personalisation that will rebuild and then strengthen the relationship with customers.”
Paul Marsden, consumer psychologist at SYZYGY, added: “Businesses now have the opportunity to repair the data-driven trust deficit, for example by putting people in control of their own data; enabling them to view, limit, erase and update the data held about them.”
UK businesses are being forced to respond to mounting public concern over privacy with 36% having curtailed use of an online service in the past year solely due to a lack of trust. In addition 55% believe brands already have too much information on individuals.
This has seen the likes of mobile adtech specialists Location Services, crafting a fully GDPR-compliant tool for marketers to exploit.