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Razorfish Study Finds Consumers’ Data Privacy Concerns Don’t Reflect Their Actions


In “The Data Privacy Paradox,” the motivations for sharing data are discussed.

Razorfish has published a research study to better understand customer sentiments, which was motivated by a considerable rise in knowledge surrounding data protection. The Data Privacy Paradox study seeks to understand how brands might take cues from these attitudes to balance upholding limits with providing consumers with individualized experiences that enrich their lives.

Understanding the value exchange between people’s readiness to give up data and what motivates them to do so can be highly engrossing. Data privacy has become an increasingly crucial concern for both individuals and corporations. Hyper-targeting customers has long been a strategy used by businesses to create “personalized” experiences, but there is a gap between what they are providing and what customers desire.

“With a mission of connecting brand purpose to business performance, this study showcases how people want personalized experiences without putting their data at risk. But we’ve learned that the tradeoff creates a bit of a paradox”, “Though consumers are wary of data-sharing, they’re still expecting authentic and personalized content that shows their favorite brands care about, and listen to, their audiences in a safe, transparent way.”

Eddie Gonzalez, Chief Strategy Officer, Performance & Experience, Razorfish

Many efforts are being taken by people to safeguard their personal information.

People are actively securing their data by actively participating in the topic. Half of the respondents blocked emails, 41% adopted two-factor authentication, 45% prohibited an app from accessing their location, and 47% changed their password in the month prior to doing the survey. This conduct could be explained by an increased sense of worry and the use of privacy-protecting measures. It might also be a reference to consumer annoyance at what they perceive to be an overabundance of irrelevant content from brands.

Although many consumers share personally identifying information every day, some find it unpleasant.

In our study, 78% of respondents stated they were uneasy with firms collecting their face scans, and 71% said the same about businesses collecting their images. But according to a Statista survey from 2018, 62% of American adults have taken selfies and posted them online.

For consumers, it’s critical that values and brand purpose are in line.

It’s fascinating to learn how much value people place on their data. The belief that sharing serves a greater good was cited as the top motivation for sharing by respondents, outranking time savings and even receiving free goods. 56% of respondents are more likely to divulge their personal information to businesses that share their values or have goals that go beyond making a profit. We are not surprised that brand purpose is important (a lot).

Also, the study’s findings showed that a wide range of conditions and circumstances, including but not limited to:

  • Despite the fact that consumers claim to be paying close attention, our research shows that more than 56% of respondents stated they “somewhat trust” or “trust a lot” healthcare providers and banks, despite the fact that these two sectors experienced the highest number of cybersecurity incidents. On the other hand, there is a 68% scepticism of social media firms, and a 63% suspicion of cryptocurrency organisations.
  • One in two respondents say they would never do business with a company again if their data was released without their consent, proving the negative effects of data sharing without authorization.
  • The channel matters. Device trust (29%) is higher than government trust (22%), tech platform trust (16%), and brand trust (13%).
  • Customization attempts left roughly 19% of respondents unimpressed, while the 21% who thought it was fantastic also thought it was creepy.

Business Suggestions

  • Initiate first-party data control. The objective is to maintain data quality and spot any gaps in your planned data collecting.
  • Be open and honest about the methods and purposes used to acquire data. Create a policy, get permission, and permit people to see and remove their data.
  • Be deliberate in your usage of client information. Brands can use customer data in a variety of ways, such as product development and proactive communications, to create valuable experiences.
  • Take pride in your accomplishments. Privacy of data requires investment and dedication. Don’t be afraid to display your work.

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