{"id":69540,"date":"2022-10-03T13:23:30","date_gmt":"2022-10-03T11:23:30","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=69540"},"modified":"2023-06-05T16:46:06","modified_gmt":"2023-06-05T14:46:06","slug":"consumer-data-europeans-are-concerned-about-their-data","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2022\/10\/03\/consumer-data-europeans-are-concerned-about-their-data\/","title":{"rendered":"European consumers are concerned about how brands are using their data"},"content":{"rendered":"

Companies have been driving a wedge between them and their customers by misusing the personal consumer data they’ve collected. This generates a level of mistrust and has even caused many consumers to avoid these brands. To give us a better understanding of this situation, we look into the Adobe Trust Report<\/a>* and an interview conducted with Claudia Senik<\/a>, a professor at the Paris School of Economics.<\/em><\/p>\n

European consumers are concerned about how brands are using their data<\/strong><\/h2>\n

\"data<\/p>\n

* Disclosure, Adobe is a client of Visionary Marketing<\/i><\/p>\n

<\/p>\n

The Data Concern of the European Consumer<\/strong><\/h3>\n
\"\"
Claudia Senik (drawing)<\/figcaption><\/figure>\n

The Adobe Trust Report EMEA research study<\/strong> focuses on seven countries including Belgium, Denmark, France, Germany, Netherlands, Sweden, <\/strong>and the UK<\/strong>. Evidently,\u00a075%<\/strong> of consumers are concerned<\/strong> with the personal data<\/strong> that is being collected and how their data is being used<\/strong>.<\/p>\n

Claudia Senik\u00a0<\/strong>The study found that most<\/strong> European consumers<\/strong> worry about how brands will use their data and care even more<\/strong> about having the ability to control<\/strong>\u00a0how the data is being used by these companies.<\/p>\n

71% of European consumers are concerned with how their data is being used<\/span><\/p>\n

78% of European consumers say it is important to be able to choose how companies use their data<\/p><\/blockquote>\n

Are Consumers Giving Consent Too Quickly?<\/strong><\/h3>\n

Claudia Senik\u00a0<\/strong>The fact of the matter is that most consumers care about how their data will be used, but when it comes to taking action<\/strong>, they tend to simply click “I agree<\/strong>” without much forethought. In contrast, unconsciously giving up<\/strong> that care<\/strong>\u00a0when entering a site.<\/p>\n

The cost imposed by frequently checking the conditions attached to the data usage of a site is less than the time saved by blindly accepting it<\/p><\/blockquote>\n

This is a phenomenon<\/strong> that behavioural economics<\/a><\/strong> has highlighted. In fact, people tend to take the path of least resistance<\/strong> especially when there are time<\/strong> or cognitive restraints<\/strong>. In this case, most people tend to blindly<\/strong> enter sites rather than reading through the allowances<\/strong> to select which data they are willing to share beforehand<\/strong>.<\/p>\n

Is Consumer Data Privacy a Concern for Companies?<\/strong><\/h3>\n

Great trust<\/strong>\u00a0is granted by the consumer. Companies are expected to keep the collected data secure and private<\/strong>\u00a0and treated with great<\/strong> importance<\/strong>.<\/p>\n

The study found that only 43%\u00a0<\/strong>of executives declare that having strong data privacy is a top priority for their company<\/p><\/blockquote>\n

66%<\/strong> of these executives believe that the benefits<\/strong> the consumers will receive will outweigh<\/strong> the potential risks<\/strong>.<\/p>\n

Consumers don’t feel the same.<\/strong><\/p>\n

\n
\n
\n
\n
\n

Only 25% of consumers agree that the potential benefits will outweigh the potential risks<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n

\"Facebook
Street Art: Zuckerberg bearing his cross – Paris St Jacques (2019)<\/figcaption><\/figure>\n

When I got started in my dorm room at Harvard, the question a lot of people asked was ‘why would I want to put any information on the Internet at all? Why would I want to have a website?’<\/p>\n

And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people.<\/strong> That social norm is just something that has evolved over time.<\/p>\n