This will reassure marketing professionals! A study by Tinuiti shows that American consumers fear that their privacy on the Web will be exploited illegally than commercially. In fact, about half of those surveyed fear identity theft, compared to only 9% who are afraid of advertising abuse. We also note that only 8% apprehend tracking when browsing sites.
According to the figures, although they are fighting against it, consumers seem resigned to the idea that their personal data could be exploited. In detail, 20% of them believe they have control and 52% believe that online privacy does not exist. A curious situation, since 90% of respondents admit to taking measures to protect themselves; with more than 50% declaring that they erase their cookies and deactivate the geolocation of their smartphone.
The same refrain
Users are now aware of the value of their data. And when asked what type of promotional offer would entice them to share their email address, interested parties vote for reduced rates. Concretely, 29% turn to free delivery, 28% opt for a discount voucher and 10% vote to have advantages. In the end, one in five people simply refuse to give their email address.
But nothing is lost! The figures show that the most reluctant can change their minds if we show transparency. A study by Accenture reports that 73% of online consumers are willing to share data, as long as brands explain to them what the data will be used for. An interesting progress when we see that this figure was 66% in 2018.
An advertiser able to respect everyone’s privacy and offer a personalized experience does not necessarily have to hide it. Although not always fond of advertising, customers recognize the benefits. 54% of respondents are not reassured by the fact of being able to be followed online. However, 43% are not opposed to it if it gives them access to content for free, and sometimes reminds them to buy “useful” products for them.
In short, our world is full of contradictions! We simply note that too much advertising personalization can be counter-productive for consumers afraid of being followed and targeted.