Consumers Trust Amazon Is Using Their Data Responsibly, Beating Out Apple, Google & Banks, According to New SmarterHQ Survey
INDIANAPOLIS--(BUSINESS WIRE)--Mar 4, 2019--While consumers are concerned about the privacy and security of their data, yet want a more personalized experience from brands, a new survey of more than 1,000 consumers from SmarterHQ, a leading multichannel behavioral marketing platform, set out to determine which companies and industries are handling their users’ data responsibly, and which marketing tactics consumers feel are personalized versus creepy.
According to the report, Privacy & Personalization: Consumers share how to win them over without crossing the line, Amazon has earned the most trust from today’s consumers by a landslide—48% of consumers trust Amazon to use their data responsibly, beating out banks, Apple, Google, other big brand stores, airlines and hotels. This sentiment is strongest among Millennials and Generation Z, who trust Amazon 2.1x more than their banks. Social media companies rank last on the list at 6%, with one major contributor to this low score being that half of survey respondents said they know someone who has had their social media account hacked.
“Digital marketers today face the challenge of confronting consumers who are increasingly skeptical of whether they can trust brands with their data and wonder if their personal information will be used wisely,” said Michael Osborne, President & CEO of SmarterHQ. “The encouraging news is that 90% of consumers are willing to provide behavioral data for a better shopping experience as they demand a personalized touch from the brands they interact with. Therefore, the onus is on marketers to leverage the right technology to help them recognize, understand and engage with their audiences across all channels while keeping their customer data safe. This will give brands the best chance at gaining a loyal customer base. There’s a difference between personalized and creepy marketing tactics—and marketers need to make sure their campaigns fall into the right category.”
Among some of the other striking consumer findings in the report:
To review all of the survey findings, you can download the report, Privacy & Personalization: Consumers share how to win them over without crossing the line, here: smarterhq.com/privacy-report.
SmarterHQ’s behavioral marketing platform makes it easy for marketers to increase revenue now and customer relationships over time by powering highly personalized, cross-channel experiences. Trusted by leading brands such as Bloomingdale’s, Hilton, Santander Bank, and Finish Line, SmarterHQ activates real-time, multichannel data, identifies audiences quickly based on customer behavior and information, and automates personalized content across outbound and online channels. They have been recognized by Forrester’s Total Economic Impact study to deliver 667% in ROI. Learn more at SmarterHQ.com.
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CONTACT: Scott Cianciulli
The Plunkett Group
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