New privacy, transparency and data-protection research from marketing automation tech firm Sailthru and SHIFT Communications highlights Americans’ frustration with brand transparency—and indicates a strong desire for government regulation on how companies collect and use personal information.
The companies surveyed two groups of online users—individuals who downloaded their Facebook data after the Cambridge Analytic incident in March, and those who did not—to explore their understanding and sentiment towards the collection of personal data.
“Personal data is not simply property to be acquired, sold and resold, but is permanently and intimately connected with a person, so it must be treated thoughtfully and respectfully,” said Neil Lustig, CEO of Sailthru, in a news release. “As a company that helps brands personalize their customer experience across email, web, and mobile, we are closely tracking consumer sentiment so that we can help our clients develop strategies that benefit both their revenue and their consumers—before regulation tells us all how to do our jobs.”
Notable findings from the research include:
- Almost 60 percent of respondents believe the U.S. government should regulate how companies use consumer data.
- Though more than half of respondents from both groups do not trust brands to keep their data safe, people who downloaded their Facebook data are slightly more likely to trust them than those who did not download it (12 percent vs. seven percent, respectively).
- More than 42 percent of all respondents from both groups are either not aware or were not sure that when using Facebook to log onto sites, those sites have access to their Facebook and personal data.
- Nearly half of all respondents from both groups will delete at least one social media account in the next 12 months.
Sailthru commissioned SHIFT Communications to survey U.S consumers through Google Surveys about data privacy. Each survey was completed by 1,000 respondents with a 95 percent confidence level. The surveys were weighed against the U.S. Census Bureau Current Population Survey for age, gender, and region of the United States to be representative of the population. Sailthru was the sole investor in both surveys. The survey period was May 17,2018 – May 20, 2018.
Get Your Daily PR Updates
Subscribe to get daily PR News updates from Bulldog Reporter
2019 marks the first year that digital marketing spend will outpace spend across traditional channels like TV, radio, and newspapers—which gives digitally native brands the opportunity to effectively compete with legacy companies on their own digital turf. But the...
Here you have it! The most notable journalist and media industry moves of the past week. USA AND CANADA Follow us on Twitter @Press_Moves News and Media Gannett and Gatehouse Media: have struck a deal for a $1.4 billion merger that will create the largest newspaper...
Public relations is more important than it’s ever been before, thanks mainly to the way in which social media has led to us all living our lives in public. These days, if your company makes a mistake, then it’ll be all over Facebook and Twitter before you know it. And...