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.
Related content
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 morePlan 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 moreDigital 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 moreHow 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