Consumers have greater concerns about how data is collected online and on smart devices, according a new study from GroupM, WPP’s media investment arm. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.
The findings showed a decrease in the number consumers who feel comfortable sharing data with health tracker apps and allowing smart home devices order refills for household products.
Sharing info. More than three quarters (77%) agreed or somewhat with the statement “I worry about companies using my personal data online.” This is an increase from 72% last year.
A small number of consumers also believe that any company making a device at home or its software should have access. This is 5.4%, compared to 6.9% in previous studies.
New tech. Homeowners are less interested in new technology. Only 51% respondents agreed with the statement “It’s important that my household has the latest technology.” The previous survey had 54% agree.
Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.
Why we care. The study shows that the drop in sentiment about privacy, data, and new technology is consistent at 5%.
It’s not a huge drop but it’s still not insignificant. Brands can overcome this barrier by having a better dialogue with customers about privacy and data practices. Take, for example, the vast differences in how email subscriptions are managed. Some brands offer a one-click unsubscribe