Data protection at global consumer forefront due to Covid-19

Over three quarters (76 per cent) of global consumers believe brands need to do more to protect their data, according to new research by privacy-enhanced data analytics solutions provider Trūata.

According to the company’s Global Consumer State of Mind Report 2021, which captures the views of 8000 consumers across the UK, Brazil, France, South Korea and the USA, 62 per cent of consumers stated they would feel more reassured to engage with a brand or product if it was officially certified according to a data privacy standard.

This figure increases to 63 per cent in the UK and 64 per cent in South Korea respectively.

The desired regulatory action is felt most by consumers in Brazil, where the figure saw a 71 per cent spike.

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According to the analytics solutions provider, 65 per cent of global consumers said they are more willing to engage and shop with brands that tell them exactly what they will do with their data.

Whereas, 60 per cent of people added that they would spend more money with a brand that they trust with their personal data.

“Accelerated digital transformation has led to heightened awareness around data privacy and driven new behaviours from privacy-conscious consumers.” Trūata chief executive Felix Marx said.

“Our report signals the need for brands to attune themselves with the evolving privacy landscape and prioritise strategies that will appease the rising demands of consumers all over the world – without compromising on commercial growth.

“The opportunity to gain a competitive advantage sits with intuitive leaders who step ahead with this consumer foresight,” he added

“There’s an emerging market for solutions that can assist with providing the privacy assurances consumers are demanding, and forward-thinking organisations are tapping into privacy-enhancing technologies (PETs) to gain ground at pace.”

This comes as over 64 per cent of global consumers have increased their use of tech since the pandemic began, with 47 per cent using apps and tech solutions they wouldn’t have previously used due to data privacy concerns.

Mobile & AppsSecurity

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