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Report: Consumer data privacy

The Global Data & Marketing Alliance, the Canadian Marketing Association and Acxiom have released the results of a new data privacy report called “Global Data Privacy: What the Consumer Really Thinks.” It is based on consumer research in 16 countries, including including Argentina, Australia, Canada, France, Germany, the Netherlands, Singapore, Spain, the UK, the US, Belgium, Brazil, China, India, Japan and Mexico.

According to the report, 82% of consumers are “prepared to engage with the data economy” by providing personal information to companies. Across the 16 countries surveyed, 38% of consumers put “trust in an organization” among the top three factors that give them the confidence to provide data to an organization. In Canada, trust was reported as the number one factor, followed by receiving free services and products in exchange.

In addition, 46% of respondents overall and 48% in Canada reported feeling “more comfortable” with the idea of giving data to businesses, up from 40% in 2018. Approximately 30% of respondents claimed to have little or no concern about data privacy, up from 26%, while respondents who are unwilling to provide personal information to companies is down from 23% to 21%, while 47% stated they would provide data if there is a clear benefit for doing so.

“This growing comfort with data exchange is likely due to the significant increase in online activities over the past two years,” said John Wiltshire, president and CEO of the CMA. “Canadians are recognizing the benefits of online services, with more than 40% saying their online activity has increased since the start of the pandemic.”

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