What Australians really think about data privacy

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Research into consumer attitudes to privacy has found that just 34 per cent of Australians surveyed think they are getting improved service in return for the personal data they give to companies.

Recently undertaken by the Association for Data Driven Marketing and Advertising (ADMA) and the Global Alliance of Data Driven Marketing Associations, the research is claimed to provide a unique insight into the viewpoints of consumers as well as their expectations about use of their personal data.

According to the ADMA, the report based on the research – ‘Data privacy: What the consumer really thinks’ – also acts as a guide to businesses and organisations on how they can increase consumer confidence and trust.

While the report contains many facts and figures surrounding consumer attitudes, it also highlights the actions needed to be taken by organisations to rebuild this low confidence.

“Our consumer attitudes to privacy research shows clearly that organisations need to invest further in strategies to ensure trust, transparency and choice are front and centre,” Australian Alliance for Data Leadership Acting CEO and COO Steve Sinha said. “Those who deliver on these attributes will be the ones that succeed in the future.

“As the go-to industry association for data leadership, education and guidance, we encourage Australian consumers and businesses to take ownership of what’s happening with the new currency that is data.”