According to a recent survey reported by Marketing Charts, about 8 in 10 consumers would break up with a brand that used their data without their knowledge. The survey was conducted with 20,000 individuals across 20 countries. It appears from the survey that, particularly in the U.S., consumers are becoming more concerned with online privacy. Almost three-quarters (72 percent) of U.S. respondents "expect brands to protect consumer interests when using their personal data, and two-thirds want brands to be transparent when using their data with partners." A little more than half (52 percent) of U.S. consumers will share their email address, and only one-quarter (25 percent) will share their mobile phone number.
The second most important reason for breaking up with a brand is unresponsive customer service. Spamming is also a highly rated turn-off.
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