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.
Get the daily newsletter digital marketers rely on.