Balancing data privacy while providing consumers with personalized experiences has always felt like somewhat of a paradox for marketers.
In order to better understand the current state of data privacy and personalization, Gigya commissioned a consumer-facing study with OnePoll to collect the perspectives of 2,000 US and 2,000 UK male and female adults ages 18 and older.
The study on consumer privacy statistics, which is conducted annually, examines consumer attitudes around data privacy, the prevalence of social login, and the importance of personalized marketing. The 2015 State of Consumer Privacy & Personalization revealed continued explosive social login use, driven by an aversion to completing lengthy registration forms and having to create more usernames and passwords. Most notably, the report highlighted a clear evolution in the concept of digital identity, Identity 3.0, which is characterized by increasing acceptance of next-generation authentication methods like biometrics. Predictably, the study also showed heightened demand for data privacy and more relevant marketing communications, which consumers believe can be achieved through business transparency and personalization.
We’ve compiled highlights from the study into the infographic below:
To see even more interesting statistics about data privacy, Identity 3.0, and how brands can build trust with consumers, you can download the complete study here.
– Reeyaz Hamirani, Corporate Communications Manager
By Reeyaz Hamirani