More than one in three consumers are now withholding all identifying information when engaging online with brands, according to findings of the latest Direct Marketing Association fast.MAP Data Tracking Study.
Online engagement is particularly poor, with consumers increasingly reluctant to reveal personal information ….
- 37% of internet users said they were unwilling to provide any data about themselves when creating social media accounts … and just 32% would provide their real name
- The number of consumers who say they are willing to provide their name, address and email has seen a substantial drop over the last 6 months
For example, 31% more respondents stated they were not willing to share their name when requesting further information online compared with six month ago.
Only 27% will always or frequently provide the information required to get access to information online.
While the findings of the report will make for unwelcome reading for marketers, there is a glimmer of hope for those troubled by the growing threat of online anonymity to consumer data capture.
Trust in a brand is cited by 54% of consumers as the most important factor determining whether or not they choose to share their data.
Of course that trust has to be earned, only then will it become possible for organisations to start up a real conversation and obtain the data.
The findings of the report reinforce messages revealed in a Mail Media Centre study (permissions please) which found that people were more likely to divulge personal information in response to a mailing.
