Do people even care about data privacy anymore?
But this isn’t the case … and we have a 2018 study from marketing data foundation firm Acxiom to prove it. The report, titled Data Privacy: What the Consumer Really Thinks, is the result of survey information gathered in late 2017 by Acxiom in conjunction with the Data & Marketing Association (formerly the Direct Marketing Association).
The research, which presents results from an online survey of nearly 2,100 Americans age 18 and older, found that nearly 45% of the respondents feel more comfortable with data exchange today than they have in the past.
Among millennial respondents, well over half feel more comfortable about data exchange today.
Indeed, the report concludes that most Americans are “data pragmatists”: people who are open about exchanging personal data with businesses if the benefits received in return for their personal information are clearly stated.
Nearly 60% of Americans fall into this category.
On top of that, another 20% of the survey respondents report that they’re completely unconcerned about the collection and usage of their personal data. Among younger consumers, it’s nearly one-third.
When comparing Americans’ attitudes to consumers in other countries, we seem to be a particularly carefree bunch. Our counterparts in France and Spain are much more wary of sharing their personal information.
Part of the difference in views may be related to feelings that Americans have about who is responsible for data security. In the United States, the largest portion of people (~43%) believe that 100% of the responsibility for data security lies with consumers themselves, versus only ~6% who believe that the responsibility resides solely with brands or the government. (The balance of people think that the responsibility is shared between all parties.)
To me, the bottom-line finding from the Acxiom/DMA study is that people have become so conditioned to receiving the benefits that come from data exchange, they’re pretty inured to the potential downsides. Probably, many can’t even fathom going back to the days of true data privacy.
Of course, no one wishes for their personal data to be used for nefarious purposes, but who is willing to forego the benefits (be it monetary, convenience or comfort) that come from companies and brands knowing their personal information and their personal preferences?
And how forgiving would these people be if their personal data were actually compromised? From Target to Macy’s, quite a few Americans have already had a taste of this, but what is it going to take for such “data pragmatism” to seem not so practical after all?
I’m thinking, a lot.
For more findings from the Axciom research, click or tap here.