According to a new study conducted by Dentsu Aegis Network, global network under whose wing are agencies such as iProspect, Vizeum and Carat, misuse of personal information is the main cause for the fall of trust in the digital world.
Relying on data gathered by surveying more than 43,000 people from 24 countries, conducted in partnership with Oxford Economics, this year’s report examines how much digital technologies meet the needs of people and how they affect consumer behaviour.
The topic has been elaborated in detail in the report, and below you can find a few highlights from the report:
- Most valuable are consumers who are hardest to reach
Those people who are more likely to deal with digital services are also those who are more likely to take measures to limit the sharing of their data. i.e. they will install ad-blockers, reduce the volume of data they share online, and so on.
- Trust in digital brings loyal users
The more people believe in positive influences of digital on the society, and on their own skills, the bigger the likelihood they will use digital products and services.
- Trust in use of data has become an essential need
Eight out of ten people would stop doing business with an organization that has misused data, and the misuse of personal data is the #1 decisive factor in distrust on the global level.
There are considerable number of issues for brands, and this report brings a number of advice for solving them. Check out the video below that summarizes what the report has to offer.
