Accenture survey eighty percent consumers believe total data privacy no longer exists
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Accenture survey eighty percent consumers believe total data privacy no longer exists

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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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  • 1. Survey: Eighty Percent of Consumers Believe Total Data Privacy No Longer Exists May 2014
  • 2. Copyright © 2014 Accenture All rights reserved. 2 • Executive Summary • Detailed Findings • Methodology and Survey Sample • Click here for a news release on the survey • Click here for the infographic highlighting survey results • All materials can be used externally with proper attribution and reference to Accenture Interactive Contents
  • 3. Copyright © 2014 Accenture All rights reserved. 3 Executive Summary
  • 4. Copyright © 2014 Accenture All rights reserved. 4 • 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. • Privacy concerns aside, the survey of 2,012 consumers conducted in March and April 2014 indicates that they continue to embrace digital technology in pursuit of a good deal. In fact, nearly two-thirds of the respondents – 64 percent – said that when they are physically in a store, they would welcome text messages from that retailer alerting them to offers matching their buying preferences. • It’s clear from the survey results that consumers continue to be cautious about the use of their personal information. According to the survey: – The majority of respondents -- 87 percent -- believe adequate safeguards are not in place to protect their personal information. – Sixty-four percent are concerned about websites tracking their buying behavior. – More than half (56 percent) say they are trying to safeguard their privacy by inputting their credit card information each time they make an online purchase rather than having that data stored for future use. – Seventy percent of respondents believe businesses aren’t transparent about how their information is being used, and 68 percent say there is not enough transparency around what is being done with their information. – A large number of respondents – 40 percent – believe only 10 percent of their personal data is actually private. – Although 42 percent believe vendors and suppliers are using their personal data in order to provide them with more relevant offers, 39 percent believe their data is being sold. Executive Summary Source: Accenture Interactive; May 2014; News Release
  • 5. Copyright © 2014 Accenture All rights reserved. 5 • Asked to rank the factors that would make them most likely to complete the purchase of a product or service, respondents’ top three choices were sales and competitive pricing (61 percent), superior products (36 percent) and superior customer experience – both online and in-store (35 percent). • Customer loyalty programs and relevant promotions followed, at 31 percent and 26 percent, respectively, but engaging advertising campaigns and celebrity endorsements trailed far behind, at six percent and three percent, respectively. • The survey confirms that consumers are ubiquitous users of digital technology across multiple mobile platforms. – Respondents own between three and four digital devices per person, on average, and 27 percent own more than four devices. • Consumers spend an average of six to six and a half hours per day using a digital device for personal activities including messaging/texting (48 percent), emailing (39 percent), getting news (27 percent) and shopping for a product or service online (20 percent). • Businesses appear to be making a good effort to reach these customers: Nearly all respondents – 90 percent – said they receive notifications of upcoming promotions or new services with varying frequency and half say these communications help guide future purchase decisions. • There is a clear pecking order among the types of communications that consumers prefer to receive from companies: Email was the top choice for 93 percent of respondents, followed by social media (57 percent) and text (44 percent). Only 25 percent of survey respondents said they are comfortable receiving phone calls. Executive Summary Source: Accenture Interactive; May 2014; News Release
  • 6. Copyright © 2014 Accenture All rights reserved. 6 Detailed Findings
  • 7. Copyright © 2014 Accenture All rights reserved. 7 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy 80% 82% 78% Yes Total UK US Do you believe that total privacy in the digital world is history/a thing of the past? Source: Accenture Interactive; May 2014; News Release
  • 8. Copyright © 2014 Accenture All rights reserved. 8 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy If yes that you believe total privacy is history/a thing of the past, then what percentage of your data do you believe is still private? 40% 22% 20% 12% 5% 1% 38% 23% 22% 12% 4% 1% 39% 23% 21% 12% 5% 1% Up to 10% 11%- 20% 21%-40% 41%-60% 61%-80% 81% or more Total UK US Source: Accenture Interactive; May 2014; News Release
  • 9. Copyright © 2014 Accenture All rights reserved. 9 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy In order of frequency what do you believe vendors/suppliers are doing with your personal information? Please put the one you believe they are doing most often first and so on. 14% 38% 49% 12% 41% 47% 13% 39% 42% Having adequate safeguards in place to protect it Selling it Using it to provide you with relevant recommendations Total UK US Source: Accenture Interactive; May 2014; News Release
  • 10. Copyright © 2014 Accenture All rights reserved. 10 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Do you feel vendors/suppliers are transparent enough as to what they are going to do with your personal information? 32% 27% 36% Yes Total UK US Source: Accenture Interactive; May 2014; News Release
  • 11. Copyright © 2014 Accenture All rights reserved. 11 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Do you feel vendors/suppliers are transparent enough as to how they are going to use your personal information? 30% 26% 35% Yes Total UK US Source: Accenture Interactive; May 2014; News Release
  • 12. Copyright © 2014 Accenture All rights reserved. 12 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy How do you want companies to be transparent with you when it concerns your personal information? 8% 9% 30% 37% 44% 51% 6% 8% 28% 42% 54% 56% 7% 9% 29% 40% 49% 53% Call you with initial details and updates on how your personal information will be used. Text you with initial details and updates on how your personal information will be used. Post all consumer data usage details on a disclaimer on the company’s website. When updates are made to data usage, check with you for approval again before using your data. Always have an opportunity to opt-out of new data usage plans Email you with initial details and updates on how your personal information will be used Total UK US Source: Accenture Interactive; May 2014; News Release
  • 13. Copyright © 2014 Accenture All rights reserved. 13 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Which one of the following options is more important to you? 49% 51% 49% 51% 49% 51% Companies presenting me relevant offers even if it means tracking my behaviour Companies no longer tracking my activity, even if I start to receive irrelevant information Total UK US Source: Accenture Interactive; May 2014; News Release
  • 14. Copyright © 2014 Accenture All rights reserved. 14 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Are you concerned with websites tracking your behavior? Are you aware this tracking enables companies to present offers and content that matches your interest? Is there a concern over tracking behaviour 64% 66% 63% Yes Total UK US Awareness of what tracking enables 84% 85% 84% YesSource: Accenture Interactive; May 2014; News Release
  • 15. Copyright © 2014 Accenture All rights reserved. 15 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Are you aware this tracking enables companies to present offers and content that matches your interest? 84% 85% 84% Yes Source: Accenture Interactive; May 2014; News Release
  • 16. Copyright © 2014 Accenture All rights reserved. 16 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy What would make you more likely to complete a purchase for a product or service, and therefore where should brands place greater focus and budget? Please rank each of the areas listed below in order of importance from most to least important. 3% 6% 19% 29% 39% 39% 64% 2% 7% 32% 33% 33% 33% 58% 3% 6% 26% 31% 35% 36% 61% Celebrity endorsement Engaging advertising campaign Relevant promotions Loyalty programs Superior customer experience (online/in-store) Superior products Sales/competitive pricing Total UK US Source: Accenture Interactive; May 2014; News Release
  • 17. Copyright © 2014 Accenture All rights reserved. 17 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Looking at convenience and security when buying products or services, which of the following is closest to what you do? 56% 26% 14% 3% 57% 28% 12% 3% 55% 25% 17% 4% Taking the time to input your credit card information into a website each time at the time of purchase even though it takes more time to do because it could be more secure Store your credit card information in a website for convenience Only make purchases in a store; you feel that’s the most secure Always call the retailer to make purchases; you don’t trust putting your credit card number onto the website Total UK US Source: Accenture Interactive; May 2014; News Release
  • 18. Copyright © 2014 Accenture All rights reserved. 18 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Do you receive relevant communications -- such as notifications of upcoming promotions or new services -- from vendors/suppliers you currently use? 34% 56% 10% 33% 58% 9% 35% 54% 12% Yes – all the time Yes – but only sometimes No Total UK US Source: Accenture Interactive; May 2014; News Release
  • 19. Copyright © 2014 Accenture All rights reserved. 19 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy Do you find the vendor/supplier recommendations regarding new products or service... 15% 30% 55% 23% 32% 45% 19% 31% 50% Irrelevant and annoying Interesting but you rarely purchase any of them A helpful guide for future purchases Total UK US Source: Accenture Interactive; May 2014; News Release
  • 20. Copyright © 2014 Accenture All rights reserved. 20 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy When actually in a physical store, would you be receptive to receiving a text message on your cell/mobile phone with an offer that matches what you’re looking for at the time or could be of interest to you based on your past purchases, which you can take up during that visit? 65% 64% 64% Yes Total UK US Source: Accenture Interactive; May 2014; News Release
  • 21. Copyright © 2014 Accenture All rights reserved. 21 Detailed Findings – Accenture Survey on Personalization and Customer Relevancy How comfortable are you with getting contact from brands and suppliers via each of the following channels? Please indicate if you are comfortable/happy with communication via that channel or not. 27% 59% 61% 92% 23% 54% 53% 93% 25% 44% 57% 93% Phone call Text Social media Email Total UK US Comfortable 73% 41% 39% 8% 77% 46% 47% 7% 75% 44% 43% 7% Total UK US Uncomfortable Source: Accenture Interactive; May 2014; News Release
  • 22. Copyright © 2014 Accenture All rights reserved. 22 Methodology and Survey Sample
  • 23. Copyright © 2014 Accenture All rights reserved. 23 • The survey was carried out online in March and April 2014, with 2,012 consumers in the United States and the United Kingdom. • Participants consisted of 1,000 in the United States and 1,012 in the United Kingdom. • Participants were between 20 and 40 years of age with gender, socio- economic and income controls in place. Methodology and Survey Sample Source: Accenture Interactive; May 2014; News Release
  • 24. Copyright © 2014 Accenture All rights reserved. 24 • Cam Granstra – cameria.l.granstra@accenture.com – +312 693 5992 • Kathryn Zbikowski – kathryn.zbikowski@accenture.com – +917 452 0127 About Accenture Interactive Accenture Interactive helps the world’s leading brands delight their customers and drive superior marketing performance across the full multichannel customer experience. As part of Accenture Digital, Accenture Interactive works with over 23,000 Accenture professionals dedicated to serving marketing and digital clients to offer integrated, industrialized and industry-driven digital transformation and marketing services. Follow @AccentureSocial or visit accenture.com/interactive. Contact Information