Consumers fear misuse of personal information

Consumers are wary about how marketers use personal data with 38% believing companies don’t use the information they gather ethically, according to a survey by Kognitio.

The research suggests that marketers could benefit more from the data collected, if consumers were more confident about how it would be used.

Companies sharing information with other parties is a major concern for consumers. While more than two-thirds of consumers are willing to share personal information, they want the type of information collected to be limited.

Only 3% are willing for the data to be shared with other businesses, even if it could potentially improve their shopping experience.

The full results of the survey will be revealed at the Data Warehousing Institute’s World Conference in San Diego this week.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here