Warc, 1 March 2013
LONDON: A growing number of British consumers are willing to
share their information with brands thanks to the adoption of better data
collection practices, a report has revealed.
The latest DMA/fast.MAP Data Tracking Report, from UK trade
body the Direct Marketing Association and researcher fast.MAP, surveyed 1,193
UK adults and found the readiness of consumers to share data had risen sharply
over the past 18 months.
The proportion who were happy to provide their data to
brands selling "products they might consider buying" climbed from 20%
in April 2011 to 29% by the end of 2012.
Meanwhile, for brands "selling products they have to
buy," the figures rose from 56% to 63%.
"Brands are benefiting from their continued commitment
to industry best practice," said Mark Roy, chair of the DMA Data Council.
"Giving consumers the marketing that they want, when
they want it and through the channels they prefer is increasing their trust in
brands and encouraging a more open-minded data exchange," he added.
The study noted two sets of reasons, strategic and tactical,
for consumers to share their information. The former includes a brand's
essential attributes, such as inspiring trust, and was cited by 47% of
respondents.
Moreover, the survey suggested that having a clear data
privacy policy is increasingly regarded as essential, with 43% saying it would
encourage them to share their data, compared to 33% eighteen months ago.
Tactical reasons for consumers to share data included
getting free samples and money-off vouchers, mentioned by 25% of those
surveyed, and discounts, cited by 23%.
Research also indicated that how data protection notices are
worded can improve the permission-to-market rate by as much as 100%, with the
best statements reducing opt out rates by as much as 10%.
Laurence Hamilton, UK marketing and performance director at
Equifax, the report's sponsor, said: "Our experience shows that companies
that are transparent about how they use personal data for marketing purposes,
implementing the correct rules and procedures at all times, are best able to
improve targeting and protect their reputation."
Data sourced from Direct Marketing Association; additional
content by Warc staff
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