Prioritizing data privacy leads to brand trust
A new survey from MediaMath confirms consumers really do care how brands handle their personal information.
AdTech company MediaMath has released survey findings that show an overwhelming majority (84%) of consumers are more likely to trust brands with a privacy-safe approach to handling personal data. 59% of consumers will accept all cookies when prompted, but 27% say they will do so only on the website of a trusted brand. 54% believe they fully understand what accepting cookies means.
Over 70% were willing to share demographic information, preferences and interests, and an email address in exchange for improved and personalized digital experiences. The survey cohort comprised 1,000 U.S.-based subjects, divided equally by gender and representing all adult age groups.
Why we care. In a sense, it’s obvious that consumers would say they trust brands that respect their personal information. Nevertheless, there are encouraging signs here for marketers that an honest value exchange will elicit the first-party data that will be so valuable in the post-cookie world.
Speaking of cookies, we can’t help noticing that more consumers in this cohort will accept them than admit they fully understand what accepting them means.
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About the author
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.