MEMBER RESEARCH: The 2018 Unruly GDPR Consumer Trust Study

Posted on: Wednesday 30 May 2018 | Unruly

Clarity and trust: Consumers want it, have you got it?

Share this

GDPR legislation puts control over data collection and usage back in the hands of consumers. By asking the opinions of consumers directly, the ​2018 Unruly GDPR Consumer Trust Study​ demonstrates the opportunities for brands in a post-GDPR world and reveals the relationship between data control and customer trust.

In this global study, Unruly​ ​set out to understand how 4,000 consumers from eight markets across the EU, US and Asia Pacific feel about GDPR and the issues of brand trust and transparency. The findings reveal low levels of consumer awareness about the new regulations, but also show that brands have much to gain if they can demonstrate responsible behaviour with customer data.

  • 93% of consumers in non-EU countries would like at least one of the rules brought about by GDPR to be in effect in their country.

  • 63% of consumers worldwide trust brands more when they are clear about how and where their data is used

  • 60% of people worldwide believe that more than half the news they read on social media is fake - this number is highest in India where it rises to 71%.

  • Worldwide, consumers are most comfortable sharing biometric data (fitness trackers as best practice examples for brands).

  • Less than 1/3 of consumers in the UK, Germany and Sweden trust brands to ask their permission before sharing data with third parties.

The message of Unruly’s research is clear; brands must be more transparent about data usage if they want to win back and retain consumer trust​ - ​but given low levels of awareness around the changes made by GDPR, it seems there’s also a communication gap between brands and their customers.

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

Unruly

Share this

Topics

Related content

DPIA

Digital Advertising Guidance: DPIAs under the GDPR

Data protection impact assessments: When are they required? And what does a good DPIA process look like for the digital advertising industry?

Learn more
Matthias Matthiesen

Plan for a smooth transition: TCF v2.0 is coming

With the deadline for transition to TCF v2.0 approaching, Quantcast’s Senior Privacy Counsel Matthias Matthiesen shares how companies can prepare

Learn more
Digital advertising guidance: cookies, consent & the GDPR

Digital advertising guidance: cookies, consent & the GDPR

What are the legal requirements relating to the use of cookies and other similar technologies in the UK for the digital advertising industry?

Learn more
How do EU citizens perceive digital advertising since GDPR?

How do EU citizens perceive digital advertising since GDPR?

Research conducted by the European Interactive Digital Advertising Alliance (EDAA) shows that how consumer perspectives of digital advertising have...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.