Public More Open to Tech Companies Sharing their Data – But There’s a Limit

Caution Ahead: 71% of consumers would stop doing business with a company if it gave away sensitive information without permission.

The author(s)

  • Emmanuel Probst Senior Vice President, Brand Health Tracking
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While COVID has certainly accelerated consumers reliance on technology, and even being comfortable sharing their data in exchange for personalized content and offerings, users have also become increasingly concerned and mindful of the ways in which tech companies collect, analyze and monetize their data.

A recent Ipsos study reveals that 66% of people are more concerned about privacy and security, and 57% feel they need to learn more about ways to protect themselves. Brands must therefore reassure users on how their data is used, as 71% of consumers would stop doing business with a company if it gave away sensitive information without permission.

In other latest paper, we share insights and guidelines to help tech brands improve trust while driving business growth. Read more about the roles of:

  • Education
  • Data sovereignty
  • Credibility
  • Data preservation

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The author(s)

  • Emmanuel Probst Senior Vice President, Brand Health Tracking

Media & Brand Communication