Study: Consumers most willing to share shopping data with brands

Consumers are most willing to share shopping data with brands online, according to a study released by agency network McCann Worldgroup's McCann Truth Central on Oct. 18. "The Truth About Privacy” study found that 71% of consumers said they would share shopping-related data, such as product “likes” and browsing history, with a brand online.

Of the 6,525 consumers interviewed for the study, 48% said they would share location data, and 39% said they would share personal data.The study found that 31% of consumers said they want a clear understanding of how permitting a company access to their data will benefit them.

“From the consumer point of view, privacy is a two-way street,” said Laura Simpson, director of McCann Truth Central. She said that respondents cited Amazon.com as the most trusted brand in the U.S. because “they've really started to demonstrate to consumers that they know how to use data in a way that is beneficial and proactive.”

Consumers prioritize the control they maintain over their data, according to the study. Asked to choose the most important company policies regarding consumer data, 55% of respondents said that they don't want a company to share their data with third parties, 51% said they want to know how their data is being used, and 50% said they want control over what information is shared.

The study also asked consumers whether they were aware of companies tracking online behavior for marketing purposes; 65% of respondents said they were aware.

While 84% of consumers said they have a “total right” or “some right” to privacy, 57% said that a brand or business shares the same right.