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Be Careful in Using Consumer Data: Survey
Mobile marketers need to carefully consider how they use consumer data they have at their disposal, according to a new survey from Syniverse.
More than 50 percent of people trust mobile operators and brands less today than they did three years ago, with 70 percent of consumers now not trusting them to safeguard their private data.
“Using big-data elements – like demographics, location and interaction history – to personalize services and target promotions is critical to emerging mobile business models and sophisticated brand engagement strategies,” said Mary Clark, Syniverse chief marketing officer, in a prepared statement. “Success assumes consumers will willingly share personal data in return for more personalized services and more relevant offers along their mobile journey. This assumption is wrong: Consumers are far from ‘willing.’ The research contains many rich and fascinating data points from which much can be concluded. What is clear above all else is that brands and mobile operators face a ‘privacy predicament’ that must be overcome for mobile to continue to flourish.”
The survey further found that 75 percent of consumers surveyed say they don’t trust brands to take care of their data, and 71 percent of respondents say they don’t trust mobile operators to take care of their data.
The research highlighted several key objections to sharing personal data with brands and mobile operators that undermine consumer trust:
- Security: Twenty-five percent of consumers surveyed don’t believe their personal data will be kept private or secure
- Transparency: Twenty-one percent of consumers surveyed worry about how their data may be used in the future
- Control: Nineteen percent of consumers surveyed are concerned that their data will be sold to third parties.
Source: http://mobilemarketingandtechnology.com/2016/03/02/be-careful-in-using-consumer-data-survey/
