Release: Trust in business use of data low despite GDPR
BUSINESSES FAILING TO CONVINCE PUBLIC THEY CAN BE TRUSTED WITH THEIR DATA
- Consumers still receiving unsolicited communications since GDPR
- Trust in business use of data remains very low
- Chartered Institute of Marketing calls on industry to prove to consumers they can be trusted with their data
New research from the Chartered Institute of Marketing (CIM) shows there has been minimal change to the number of consumers receiving unwanted calls and emails, despite the introduction of GDPR in May.
Four in ten (42%) consumers surveyed said they had received communications from businesses they had not given permission to contact them in the six months since the new data rules came into force. This is only a marginal decrease compared to the 48% in the six months before GDPR.
This is the first major consumer study, conducted through analysis of periods before and after GDPR took effect, to assess its impact with consumers.
Businesses failing to build trust in their data use
Trust in firms to use consumer data responsibly has also hardly changed and remains very low. Only a quarter of people (24%) believe that businesses treat people's personal data in an honest and transparent way, only slightly higher than the 18% when GDPR took effect.
Interestingly trust is highest among the younger generations; 33% of 18-24 and 34% of 24-35 year olds trust businesses with their data, compared with only 17% of over 55s.
The lack of any major impact of GDPR on public trust indicates that rather than the Information Commissioner's Office (ICO) relying on issuing fines (which currently stands at 16 monetary penalties), an ongoing campaign to drive greater awareness and understanding across all UK businesses is required.
It is also the case that more consumers feel empowered to take immediate action if businesses fail to deliver relevant communications. Half (50%) of people surveyed believe that the introduction of GDPR has made them more likely to unsubscribe, rather than simply ignore communications from businesses or consciously not opt in at all.
Consumers still unsure of their data protection rights
Businesses are well-versed in the need to become GDPR compliant, but consumers appear to have been left behind in understanding their data rights.
Just 47% of respondents said they know their rights as a consumer in relation to data protection. This has only risen five percentage points, from 43%, since the run-up to GDPR. The regulation has clearly not boosted actual understanding of how and why organisations use data.
Chris Daly, Chief Executive of the Chartered Institute of Marketing, said:
“GDPR is the most important change in data privacy regulation in 20 years, but our research raises serious questions about its impact on consumer confidence. Data provides marketers with vital consumer insights. Its exchange also benefits consumers, who receive more relevant, even personalised, information but while advantages may be clear, trust in business to deliver, is not.”
“GDPR has done well in empowering consumers to ask the right questions about their data use. The opportunity still remains for marketers to answer these, and to prove the benefit of data collection.”
- ENDS -
Notes to editors
About the research:
The survey results are based on independent research conducted by One Poll between 19-21st November 2018, across a nationally representative survey of 1,500 respondents.
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Research: The impact of marketing19.03.2020
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