Digital marketers need to educate Aussie consumers on data sharing

Most Australians (87%) support online content and service providers making money from advertising where access to content remains free for consumers, but 70% of respondents to a recent survey also indicated they were unaware of how those same providers make their money.

Why it matters

The Digital Data Exchange: The Consumer View report from Ipsos (based on a representative survey of 1,000 Australian adults) highlights the continued concerns consumers have around the collection and use of their data while also pointing up their limited understanding of how that data is actually put to use. 

In an increasingly digital environment, trust is a vital attribute for brands: marketers have to find new and better ways of explaining to people why they should share data and how it will be kept private. Consumers also need to feel they have some control over how that data is used. 

Key findings 

• Nearly all Australians think privacy of their information is important when choosing digital content and services, but only 3 in 10 people feel their understanding of data protection and privacy rights is of a high standard.
• Ultimately 8 in 10 people want more control and choice over the collection of their personal information, while 69% care about their data privacy but don’t know what to do about it. 
• Transparency on what data is collected and how it is used is the key driver to a high level of trust in providing personal information (43%). 
• Trust is top of mind when consumers are faced with consent notices: 63% evaluate these before deciding to accept or not.

Key quote

“Trust with a digital brand, including openness to provide data, goes well beyond reading consent notices and extends across all interactions with the brand online and offline” – Gai Le Roy, CEO of IAB Australia.

Sourced from IAB Australia