Consumers reject brands asking for too much personal detail, finds ADMA report

New ADMA and GfK report into consumer attitudes to privacy finds consumers are willing to share some personal information with companies but won't divulge details if they get unwanted marketing attention

Consumers are happy to share personal information with companies but baulk if asked for too much detail, according to a new Association for Data-driven Marketing and Advertising (ADMA) survey.

The new ADMA Attitudes, Information Sharing, Privacy and Building Trust report, done in partnership with GfK, found 77 per cent of consumers won’t share their details if they’re asked for too much personal information.

Seventy per cent also won’t divulge information if a company has received negative media attention for a data breach or poor information security.

The negative perceptions extend to brands that become too chatty with their consumers too – 70 per cent of respondents said they would not share personal details if they’d received unwanted marketing messages multiple times.

Key to gaining consumer details is offering value. According to the report, 63 per cent of consumers are open to sharing information if they have purchased something from a company, and just over half will share information if entering a competition. In addition, 42 per cent will share information if they’re requesting something, such as a quote, and 40 per cent will do so to receive special offers or discounts.

Knowing how information is being used is hugely important to consumers as well. Eighty-eight per cent said it is extremely or very important that companies tell them how their personal information is being used, and 81 per cent of respondents wanted a better understanding of what information is being collected.

Related: Big data presents unprecedented privacy challenges for marketers, says Havas chief
Navigating the privacy minefield
Trust issue looms large for tech companies

In terms of the sensitivity of certain types of information, ADMA found financial information such as credit card details to be the most sensitive personal detail, with just 7 per cent comfortable sharing them with third parties. Only 19 per cent of respondents are comfortable sharing their home phone number, compared with 22 per cent for mobile.

In contrast, 48 per cent are comfortable sharing an email address, 64 per cent are comfortable sharing their age, and 73 per cent are happy to share their gender.

ADMA CEO, Jodie Sangster, said the results were a wake-up call for businesses that they can’t just rely on their brand to build consumer confidence in how they use data.

“You can be a great brand, but that’s not what’s important to the consumer when deciding whether to disclose their personal information,” she said. “It’s about brand behaviour, the degree to which companies are transparent about what they do with personal information, and making sure it’s not overused.

“If your behaviour is questionable, customers aren’t going to want to deal with you.”

The report also looked into the steps consumers are taking to control their information online, and found one-third regularly delete cookies on their Internet browser, while 30 per cent use privacy settings to enable private browsing online. Twenty-six per cent regularly look for privacy policies and statements on a website before providing their personal information, and 26 per cent regularly don’t provide credit card details online.

The report also found 50 per cent of respondents have multiple email addresses and occasionally won’t give their primary one to third parties.

The results were based an online quantitative survey of more than 1600 Australian consumers over 18 years of age during March.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in