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APAC consumers demand data protection

News, 15 March 2017
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SINGAPORE: Even though the great majority (82%) of consumers in Asia Pacific are willing to share some of their personal data with brands, they adopt a strict line when it comes to how that data is used.

For example, around four-in-five (78%) of APAC consumers say they would not purchase from a brand again if their data was used without their knowledge.

That is one of the findings in a new report from technology firm SAP Hybris, which polled 7,000 consumers across the region about their preferences when they engage with brands.

As reported by The Drum, APAC consumers are most willing to share their email addresses (58%), followed by shopping history and preferences (49%) as well as their mobile numbers (36%).

But two-thirds (67%) of consumers expect brands to protect their interests when using their personal data and they also require brands to be transparent when doing so (52%). Another 47% want brands to ensure customer privacy in the event of a criminal investigation.

As well as confirming the extent to which APAC consumers value data protection, the SAP Hybris survey also revealed that they have high expectations about how quickly brands respond to queries in this digitally connected age.

A full 80% expect brands to respond within 24 hours, while half (52%) expect a response from brands within three hours, the survey found. That is a tough proposition because it's quicker than most brands can currently deliver.

Consumers in China and Thailand are the most demanding in this respect, with 48% expecting a response within the hour, while more than half (56%) of consumers in these two countries say they would not use a brand again if it repeats a mistake.

"Our survey also found that the majority of respondents (61%) in the region indicated high volume and irrelevance of marketing content as the biggest annoyances," said Nicholas Kontopoulos, Global Vice President of Fast Growth Markets Marketing at SAP Hybris.

"In addition to speed and timeliness, relevance and personalisation of content served to consumers have also become key measures of success for brands attempted to connect with customers," he added.

Data sourced from The Drum; additional content by Warc staff

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