From: Advertising Age
Gfk Study Finds Just 25% Believe Marketers Can Be Trusted
By Kate Kaye
Consumers trust marketers and advertisers with their data about as far as they can throw ’em. More than half of those participating in a recent privacy study said doctors, search engines and banks warrant their trust when it comes to personal data protection. Marketers and advertisers, on the other hand, elicted the least faith from those surveyed; just 25% said the industry is trustworthy with personal information.
A data privacy study conducted by research firm GfK in March suggests that, while nearly half of consumers surveyed say they appreciate getting targeted marketing messages, they’re skeptical of how corporations use their personal data and doubt that stringent security measures are in place. Forty-nine percent of those surveyed agreed “advertising that is tailored to my needs is helpful because I can find the right products and services more quickly.”
But there’s a bit of a disconnect: 64% said they don’t trust how their personal data “is handled” by marketers and advertisers.
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