Turning consumer privacy from an obstacle into an opportunity

Lena Roland
Warc

The world is awash with data. But who owns it? Who controls it? Who can access it? And who is benefiting from it? These were some of the big questions raised at the Personal Information Economy 2014 event organised by market analyst and consulting business Ctrl-Shift, and held in London in March 2014.

Research presented at the conference by Colin Strong, managing director of GfK NOP Business & Technology, reaffirmed that personal data and privacy are extremely important to consumers. The study of UK consumers found that overall:

  • 90% would prefer to do business with companies that respect their privacy
  • 69% describe the way some brands use personal data to target them as "creepy"
  • 39% have taken at least one step to block online tracking