Consumers willing to open up their data if it leads to better experiences

by | Feb 22, 2022 | Marketing, Public Relations

Despite increasing privacy concerns in a data-rich world, new research from API management firm Axway finds that almost 60 percent of people believe it’s worth allowing companies to access their personal data if it means a better user experience.

The survey also shows regional—and perhaps cultural—differences in consumers’ embrace of data openness: 75 percent of Brazilians and 59 percent of U.S. Americans said it is worth giving companies access to their personal data if it means a better user experience, whereas the British are actually quite split—only 50 percent agreeing it’s worth giving access to their data—and Germans are slightly opposed to the notion, with only 48 percent agreeing.

One way people prioritize convenience: nearly two-thirds (73 percent) globally use their Facebook or Google account to log into other apps to avoid having to create new logins.

“This survey tells us there’s a clear appetite for ‘Open Everything,’” said Vince Padua, Axway’s chief technology & innovation officer, in a news release. “It indicates there is an expectation for satisfying digital experiences. Securely opening up data while building on heritage infrastructure can help craft these experiences—while allowing companies to give us the privacy and security we crave.”

Consumers willing to open up their data if it leads to better experiences

Even when the average consumer doesn’t necessarily grasp the technology underpinning it, principles of data openness seem to resonate with respondents. For example, three-quarters (76 percent) of people agree their health providers should have the same, most up-to-date information about a patient to help decrease miscommunication and human errors and provide better care.

“People want what APIs in healthcare can offer: better access to and ownership of their health records,” said Padua. “Ultimately, open healthcare has the potential to help patients make better, more informed decisions about their health needs.”

Meanwhile, 84 percent of respondents globally agree that they should have control of their financial data, and banks should not prevent the movement of money between other financial services—principles that are basic tenets of open banking.

Brazilians are most wholeheartedly embracing open banking, with 79 percent of them saying they view a growing movement toward open banking as a positive development.

“We’re seeing such enthusiasm in dynamic markets like Latin America, the Middle East, and Africa. People there have really grasped the potential of open banking to democratize finance—and companies are moving quickly to seize a great business opportunity,” said Eyal Sivan, Axway head of open banking, in the release.

Further north, U.S. Americans are more split, with only slightly more feeling it’s a positive development (51 percent) and the rest worried about security and data privacy.

Meanwhile, in a region that was an early adopter of Open Banking regulations surrounding data ownership, Europeans tend to have more negative responses to the growing open banking movement: 60 percent of French respondents see open banking as a negative development, followed by 57 percent of Germans and 54 percent of British. They echo U.S. Americans’ concerns about security and data privacy.

The results highlight a growing awareness of—and desire for—more personalized, convenient services, but with an important caveat: security and privacy—85 percent of global respondents say they’re concerned their online data may not be secure.

Read Axway CTIO Vince Padua’s take on key survey findings, and why he says enterprises should build trust, giving people control to securely Open Everything.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter