Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment.
The report was based on data from a survey conducted in April and May, 2022, among 3,402 respondents (3,002 consumers and 400 business leaders) from around the world.
Almost two-thirds (65%) of consumers worry their personal data is being collected by brands without their permission.
Only 40% of consumers say they trust brands to keep their personal data secure and use it responsibly.
Some 60% of consumers say trustworthiness and transparency are the most important traits of a brand, up five percentage points from a similar survey conducted in 2021.
Some 63% of consumers say they are fine with personalization as long as businesses are using their own data and not purchased data.
About the research: The report was based on data from a survey conducted in April and May, 2022, among 3,402 respondents (3,002 consumers and 400 business leaders) from around the world.
