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In Brands We Trust: The Intersection of Privacy and Trust in the Age of the Empowered Consumer

May 2020

Global consumer research from Microsoft Advertising and iProspect into the Intersection of Privacy, Customer Experience and Brand Loyalty.

The amount of data that is generated and collected has grown exponentially over the past few decades. In 2020, 1.7 megabytes of data will be generated each second for every person on earth and by 2025, global data is expected to grow to 175 trillion gigabytes.

But depending on their age, geographic location and experience, consumers have various levels of understanding about how their personal data is used and protected, and different tolerance levels about sharing it. Today’s marketers are questioning what data they can legally collect, store, use, and how will they provide value and establish trust among a consumer audience that is bombarded with stories about data breaches and identity theft?

In this whitepaper, Microsoft and iProspect shares key findings of our survey that analysed 24,000 consumers and responses from 16 countries across North America, South America, the European Union, Asia, and Africa.

Some key findings from the report include:

  • 87% of respondents say they believe data privacy is a right, not a privilege.
  • 49% of respondents think data privacy is a shared responsibility among businesses, individuals, governmental bodies and technology innovators.
  • 91% of respondents are concerned about the amount of data companies can collect about them.
  • Nearly all respondents (88%) have either refused to give or provided false information when they were asked to provide personal info. Individuals have many reasons for refusing to share their data, with concerns about data security being the top selected.
  • Only 24% see the value of personalisation as the result of sharing data, and just 15% feel they’re getting good value from granting access to their data.

Download the full whitepaper today to discover the new value exchange that lies at the Intersection of Privacy, Customer Experience and Brand Loyalty.