Social Media
Salesforce research: Yep, consumers are worried about their data
Recent headlines at TechCrunch and elsewhere have been filled with news about data breaches, data misuse and other data-related scandals. But has that actually affected how consumers think about their personal data?
A new report from Salesforce Reserach sheds some light on this question. In a survey of 6,723 individuals globally, Salesforce found that 59 percent of of respondents believe their personal information is vulnerable to security breach, while 54 percent believe that the companies with that data don’t have their best interests in mind.
Respondents also said that these feelings will affect their choices as consumers — for example, 86 percent said that if they trust a company, they’re more likely to share their experiences, and that number goes up to 91 percent among millennials and Gen Zers.
The findings seem similar to (if more general than research from Pew showing that Americans have become more cautious and and critical in how they use Facebook.
At the same time, it sounds like people do want some degree of personalization in their marketing — the same personalization that requires data. Eighty-four percent of respondents said they want to be treated “like a person, not a number,” and 54 percent said current marketing messages aren’t as relevant as they’d like.
Salesforce says that while this might seem like a paradox, personalization and trust are not mutually exclusive. To illustrate this, it notes that 86 percent of respondents said they’re more likely to trust a company with their personal information if it explains how that information leads to a better customer experience, and 68 percent said they’re more likely to trust companies with that info if they’ll use it to fully personalize the customer experience.
“With technologies like AI driving more personalized customer experiences, customer trust needs to be grounded in a deeper understanding of the technologies’ value,” the report says. “Among millennials and Gen Zers, 91% are more likely to trust companies with their persona information if they explain how its use will deliver a better experience — suggesting that strict security and privacy protocols alone may not be enough.”
You can read the full research brief here.
-
Entertainment6 days ago
What’s on the far side of the moon? Not darkness.
-
Business7 days ago
Thoma Bravo to take UK cybersecurity company Darktrace private in $5B deal
-
Business7 days ago
How Rubrik’s IPO paid off big for Greylock VC Asheem Chandna
-
Business6 days ago
TikTok faces a ban in the US, Tesla profits drop and healthcare data leaks
-
Business5 days ago
London’s first defense tech hackathon brings Ukraine war closer to the city’s startups
-
Business7 days ago
Photo-sharing community EyeEm will license users’ photos to train AI if they don’t delete them
-
Entertainment6 days ago
How to watch ‘The Idea of You’: Release date, streaming deals
-
Entertainment5 days ago
Mark Zuckerberg has found a new sense of style. Why?