84% of Brits prefer it when companies disclose their data collection activities

Three-quarters of UK consumers claim they are more likely to purchase goods from a business that is honest about how it collects and/or uses information about them online, research from Toluna on behalf of Evidon has found.

This is up from 2012, when 49 per cent said that they would be more likely to purchase goods from such a business.

The study shows that over four in five UK and US consumers (84 per cent and 86 per cent respectively) have a more favourable opinion of companies that are honest and open in the disclosure of their data collection activities.

“The research findings show an interesting change in consumer opinion since 2012 and we did not anticipate such a marked shift in attitudes towards privacy,” commented Mark Hallums, director of product technology, EMEA, Toluna.

“Major news stories such as NSA and PRISM could be one of the contributing factors to the change in attitudes around data collection. While many consumers are still dissatisfied with the degree of transparency in data collection methods since 2012, there has been a notable rise in appreciation towards brands that manage data practices well and communicate relevant activity to consumers. Not only are these brands more trusted, they are also generating revenue from being open about data collection.”

Todd Ruback, chief privacy officer at Evidon, added: “Brands that are transparent with consumers about the way their data is collected and used are rewarded with greater levels of trust, and benefit from improved commercial opportunities.”

It was also found that just over three-quarters (77 per cent) of UK consumers agree that if a company asked permission to use collected data, they would have a more favourable opinion of that company.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.