While the use of consumer data is a widespread advertising and marketing tactic, the majority of people are still not okay with it and don’t believe it benefits them, according to a new GroupM report.
The survey of nearly 14,000 middle income consumers in 23 countries found 61 percent of consumers are less inclined to use a product if their personal data is used for any purpose, while 56 percent of consumers want more control over their data.
“It is a staple of the advertising industry to claim that data collection benefits consumers because they are shown ads of greater relevance to them. In our study, only 18 percent of consumers believe that,” said Chris Myers, regional director, GroupM APAC.