Maybe it’s because of the Snowden affair, or just an increase in general awareness, but consumers are paying closer attention to the issue of online privacy. Truste, a firm with an interest in privacy, has released a new report showing that consumer concern about their personal information is increasing again. This change in attitude is important for marketers to understand as they strive to connect with consumers and boost online sales.
Truste’s research suggests that only 55% of consumers trust marketers with their personal data. This number is down from 59% in 2012. At least 92% of consumers have some level of concern about online privacy and 74% worry more than they did a year ago. The top activities that create worries about privacy are:
Online shopping 93%
Online banking 90%
Social networking 90%
Using mobile apps 85%
A general level of distrust leads 89% of consumers to say they’ll avoid doing business with a marketer that doesn’t protect their privacy. This is especially true for consumers who are over the age of 65. At least 83% of consumers will avoid clicking on online ads they feel are unsafe. About 80% will not use apps they don’t trust and 74% hesitate to enable location tracking. Marketers that have invested significant resources in digital and mobile messages need to assure users that they are taking privacy concerns seriously.
In addition to convincing consumers that privacy is key, marketers must also work harder to promote the advantages of the latest technology – for example, the benefits of location tracking.
To learn more about certain types of audiences, such as e‑commerce avoiders, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.