As data privacy and data breaches continue to make news, it heightens consumer awareness of how personal data is being used. A recent survey of consumers by content management solutions provider Acquia reveals that 65 percent of respondents will abandon a brand that is dishonest about how a consumer's personal data is being used. Still, consumers are generally willing to share their data with brands: almost half (49 percent) will share personal data with brands that have a physical store, but 59 percent say they wait at least a month before doing so.
A more telling statistic from the survey is that 65 percent of consumers don't know how brands are using their personal data. Tom Wentworth, a senior VP at Acquia, tells MediaPost, “Brands have a responsibility to educate consumers about data usage, proving that they can trust the Internet again," indicating that we are at "the beginning of a new paradigm where businesses need to find personalized ways to engage consumers without going too far."
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