Data & Privacy Accenture

80% of people believe total privacy in the digital world is a thing of the past


By Ishbel Macleod, PR and social media consultant

June 2, 2014 | 2 min read

Almost half of consumers (49 per cent) would not object to having their buying behaviour tracked if it led to relevant offers from brands and suppliers, a new study by Accenture found.

The research of 2,012 consumers, carried out in March and April, discovered that 64 per cent would ‘welcome’ text messages from a retailer for offers matching their buying preferences.

However, 87 per cent of respondents believe adequate safeguards are not in place to protect their personal information, while 70 per cent believe that businesses are not transparent enough about how they use the information they gather.

“In today’s digital age where consumers are connected and empowered and data is abundant, businesses must align their organisations, technology and strategies to deliver relevant and loyalty-enabling experiences to their consumers,” said Glen Hartman, Accenture Interactive global managing director of digital transformation.

The research discovered that 80 per cent of consumers aged between 20 and 40 in the US and the UK believe that total privacy in the digital world is a thing of the past.

This comes as Google’s ‘right to be forgotten’ form sees 12,000 separate requests on its first day.

Data & Privacy Accenture

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