GLOBAL CONSUMER ATTITUDES

Global data privacy: What the consumer really thinks

New research by the Global Data & Marketing Alliance (GDMA) in partnership with Acxiom, reveals that over half of surveyed consumers (53%), across 16 countries, agree that the exchange of personal information is essential for the smooth running of modern society.

Given the diversity of cultures, economic development and market maturity of digital transformation, this report is remarkable for the consistency of its findings across the 16 countries, although of course some differences do exist. Critically, consumers increasingly understand the part data has to play in the data value exchange.

This research confirms the importance of the GDMA’s Global Privacy Principles launched in 2021. The global principles are designed to enable a consistent approach to data protection legislation and industry best practice across the world.

“Given the diversity of cultures, economic development and digital maturity of these markets, this report is remarkable for the consistency of its findings across the 16 countries. Critically, consumers understand the part data has to play in the data value exchange. Trust remains the most decisive factor driving consumers’ willingness to share data, so the guiding principle of valuing privacy must engender trust at the heart of customer communication,” said Martin Nitsche, Chair of GDMA & President of DDV (German Data Marketing Association). “The findings in this research confirm the importance of the GDMA’s Global Privacy Principles launched in 2021, which were designed to enable a consistent approach to data protection legislation and industry best practice across the world.”

Download the full global report here: Global dataprivacy report – FINAL

The research will also include local market reports for the UK, the USA and Germany, which will be published in the coming weeks.