Nine in 10 consumers in dark over data use

MORE than nine out of 10 consumers do not fully understand where and how companies use their personal information and data, a survey has found.

The Chartered Institute of Marketing (CIM) study of 2,500 people found 57per cent did not trust an organisation to use their data responsibly.

It revealed 51per cent had received communications from organisations they felt had misused their data, with 17per cent claiming it happened regularly.

Chris Daly, chief executive of CMI, said: “Customer data is essential for marketers to reach the right audience and meet customers’ needs and interests.

“Yet our report shows people are nervous about sharing personal data – fears of data breaches and misuse has them on high alert.

“So, the solution is clear, marketers need to brush up on the rules, demonstrate clearly the value-add personal data offers in delivering a more personalised experience and ultimately reduce the fear by being open throughout the process.”

He added: “Otherwise, marketers risk alienating their customers – and that benefits no-one.”

The research found 92per cent did not fully understand where and how marketers, brands and organisations used their personal information and data.

Nearly a third (31per cent) have no idea how and where it is being used.

Most consumers (70per cent) do not see the benefit of sharing their personal data at all.

Almost half said they would stop using an organisation if they discovered it was using their data in a way they did not feel comfortable with.