Accenture's report data about privacy concerns infographic
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Accenture's report data about privacy concerns infographic

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Consumers seek positive customer experience, data transparency and relevant communications ...

Consumers seek positive customer experience, data transparency and relevant communications

The vast majority (80 percent) of consumers aged 20-40 in the United States and the United Kingdom believe total privacy in the digital world is a thing of the past, and nearly half (49 percent) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers, a new study by Accenture shows.

Privacy concerns aside, the survey of 2,012 consumers conducted in March and April of this year indicates that they continue to embrace digital technology in pursuit of a good deal. In fact, nearly two-thirds (64 percent) of the respondents said that when they are physically in a store, they would welcome text messages from that company alerting them to offers matching their buying preferences.

So how do businesses strike the right balance in providing consumers with what they want while taking their concerns about privacy into consideration? “In today’s digital age where consumers are connected and empowered and data is abundant, businesses must align their organizations, technology and strategies to deliver relevant and loyalty-enabling experiences to their consumers,” said Glen Hartman, global managing director of Digital Transformation for Accenture Interactive.

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Accenture's report data about privacy concerns infographic Infographic Transcript

  • 1. Our survey of 2,000 consumers aged 20-40 across the US and the UK shows the vast majority believe total privacy in the digital world is a thing of the past as they seek positive customer experience, data transparency and relevant communications. would welcome text messages while in-store from that company alerting them to offers matching their buying preferences believe adequate safeguards are not in place to protect their personal information are concerned about websites tracking their buying behavior believe businesses aren’t transparent about how their information is being used would not object to having their buying behavior tracked if it would result in relevant offers According to Accenture Interactive 80% of consumers believe total data privacy no longer exists However, it’s clear that consumers are becoming increasingly cautious about the use of their personal information 49% 64% 87% 64% 70% are trying to safeguard their privacy by inputting their credit card information each time they make a purchase rather than having that data stored for future use DO NOT SAVE 4 out of 10 believe that only 10% of their data is still private SALE ? ? ? 56% For more information, read our Press Release at accenture.com/80percent © 2014 Accenture All rights reserved. Promotions and advertising lost on consumers: Consumer experience proving to be more important Asked to rank the factors that would make them most likely to complete the purchase of a product or service, respondents’ top choices were: sales and competitive pricing superior products superior customer experience (more important) loyalty programs relevant promotions advertising campaigns 35 % 31 % 26 % 6 % 36 % 61 % Join the conversation at: @AccentureSocial www.accenture.com/interactive