Consumer privacy is a big issue in today’s world, especially with the number of people who shop, share or otherwise interact with people or brands online. According to the Pew Research Center, most consumers want privacy online, but don’t feel like complete privacy is actually possible. But businesses that interact with customers online and elsewhere can still take care with how they use customer data. We asked 1,000 consumers about their thoughts on privacy issues and how different privacy related situations might impact their perceptions of various brands.
In Ask Your Target Market’s latest online survey, 73% of respondents said they are generally concerned about privacy issues when making purchases online. Conversely, 53% of respondents said they are generally concerned about privacy issues when making purchases in person. 52% said that privacy concerns have impacted their buying decisions in the past. And 82% believe that consumers should have a right to privacy online.
Privacy policies can be especially helpful in getting consumers to understand what to expect from various companies in regards to their personal information. However, not everyone reads them regularly. Just 14% said that they always read privacy policies when signing up for new products or services online. 27% read privacy policies most of the time. 23% do so about half the time. 24% said they rarely ever read privacy policies when signing up for new products or services. And 12% never do.
Privacy can be a complicated issue for consumers and brands. And companies that do business online can have an even harder time convincing customers that their data is safe and secure. Basically, there are many different ways that brands can hurt their own reputations by misusing customer data. So the best thing any company can do is be clear about how it intends to use any data it collects and try to be transparent about any issues. And while privacy policies can be important, it may also be necessary for some businesses to be even more up front about any uses of customer data that could be seen as unexpected.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on December 30-January 5 via AYTM’s online survey panel.