UK adults rank Facebook (26%), bank statements (24%) and search engine history (14%) as the top three sources of information when asked which one, from a given list, reveals the most about a person. According to research conducted by YouGov, credit card statements then ranked fourth (11%) and an individual’s Twitter profile fifth (1%).
Over 2,000 consumers in the UK were surveyed in May 2012 in order to reveal their attitudes and behaviours when it comes to sharing personal data with businesses. Commissioned by Informatica Corporation, which helps businesses maximise their return on data, the findings revealed that:
The research also revealed a step change in consumer attitudes, with the emergence of a younger, more data-savvy, generation, who are intrigued by what their data can do for them:
Four times as many 18 to 34 year olds than those aged 45 and over would log in to websites using their Facebook log in details without an incentive (10% vs. 2%), and more than three times the amount would do so if incentivised with a discount or offer (20% vs. 6%). Younger UK consumers also revealed how comfortable they are providing personal information that will be used by organisations to tailor future offers and communication. Over one in three of that generation (those aged 18 to 34) said they are comfortable with this (35% of 18 to 34 year olds vs 25% of those 45 or over), whilst those aged 45 and over are unconvinced, with more than two thirds (67%) uncomfortable about this practice amongst businesses compared to 53% of those aged 18 to 34.
“There is clearly a trust issue over data in the UK, which could easily be addressed through better communication. Consumers want to know what their personal data will be used for and how the privacy of that information will be upheld,” said Chris Boorman, chief marketing officer and senior vice president of Enablement and Informatica University, Informatica. “The younger generation is spot on: they feed the likes of Facebook and search engine histories with more information about themselves than any other sources. With this in mind there’s an opportunity here for organisations to be more transparent with consumers when it comes to how they plan to use their personal information and what’s in it for the consumer. Achieve this, and companies can forge stronger relationships with their customers.”
When questioned about which organisations from a given list they trusted not to share their personal information with third parties, UK consumers placed their highest confidence in the following individuals and organisations:
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All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2078 adults. Fieldwork was undertaken between 11th - 14th May 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
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