accenture survey eighty percent consumers believe total data privacy no longer exists

Survey:

Eighty Percent of Consumers

Believe Total Data Privacy No

Longer Exists

May 2014

Copyright © 2014 Accenture All rights reserved. 2

• Executive Summary

• Detailed Findings

• Methodology and Survey Sample

• Click here for a news release on the survey

• Click here for the infographic highlighting survey

results

• All materials can be used externally with proper

attribution and reference to Accenture Interactive

Contents

http://newsroom.accenture.com/news/eighty-percent-of-consumers-believe-total-data-privacy-no-longer-exists-accenture-survey-finds.htm

http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-AI-Data-Privacy-Infographic.pdf


Executive Summary


• The vast majority (80 percent) of consumers aged 20-40 in the United States and the United Kingdom believe total privacy in the digital world is a thing of the past, and nearly half (49 percent) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers.

• Privacy concerns aside, the survey of 2,012 consumers conducted in March and April 2014 indicates that they continue to embrace digital technology in pursuit of a good deal. In fact, nearly two-thirds of the respondents – 64 percent – said that when they are physically in a store, they would welcome text messages from that retailer alerting them to offers matching their buying preferences.

• It’s clear from the survey results that consumers continue to be cautious about the use of their personal information. According to the survey:

– The majority of respondents -- 87 percent -- believe adequate safeguards are not in place to protect their personal information.

– Sixty-four percent are concerned about websites tracking their buying behavior.

– More than half (56 percent) say they are trying to safeguard their privacy by inputting their credit card information each time they make an online purchase rather than having that data stored for future use.

– Seventy percent of respondents believe businesses aren’t transparent about how their information is being used, and 68 percent say there is not enough transparency around what is being done with their information.

– A large number of respondents – 40 percent – believe only 10 percent of their personal data is actually private.

– Although 42 percent believe vendors and suppliers are using their personal data in order to provide them with more relevant offers, 39 percent believe their data is being sold.

Executive Summary

Source: Accenture Interactive; May 2014; News Release



• Asked to rank the factors that would make them most likely to complete the purchase of a product or service, respondents’ top three choices were sales and competitive pricing (61 percent), superior products (36 percent) and superior customer experience – both online and in-store (35 percent).

• Customer loyalty programs and relevant promotions followed, at 31 percent and 26 percent, respectively, but engaging advertising campaigns and celebrity endorsements trailed far behind, at six percent and three percent, respectively.

• The survey confirms that consumers are ubiquitous users of digital technology across multiple mobile platforms.

– Respondents own between three and four digital devices per person, on average, and 27 percent own more than four devices.

• Consumers spend an average of six to six and a half hours per day using a digital device for personal activities including messaging/texting (48 percent), emailing (39 percent), getting news (27 percent) and shopping for a product or service online (20 percent).

• Businesses appear to be making a good effort to reach these customers: Nearly all respondents – 90 percent – said they receive notifications of upcoming promotions or new services with varying frequency and half say these communications help guide future purchase decisions.

• There is a clear pecking order among the types of communications that consumers prefer to receive from companies: Email was the top choice for 93 percent of respondents, followed by social media (57 percent) and text (44 percent). Only 25 percent of survey respondents said they are comfortable receiving phone calls.

Executive Summary




Detailed Findings


Detailed Findings – Accenture Survey on Personalization and Customer Relevancy

80%

82%

78%

Yes

Total UK US

Do you believe that total privacy in the digital world is history/a thing of

the past?





If yes that you believe total privacy is history/a thing of the past, then

what percentage of your data do you believe is still private?

40%

22%

20%

12%

5%

1%

38%

23%

22%

12%

4%

1%

39%

23%

21%

12%

5%

1%

Up to 10%

11%- 20%

21%-40%

41%-60%

61%-80%

81% or more Total

UK

US





In order of frequency what do you believe vendors/suppliers are doing

with your personal information? Please put the one you believe they are

doing most often first and so on.

14%

38%

49%

12%

41%

47%

13%

39%

42%

Having adequate safeguards inplace to protect it

Selling it

Using it to provide you withrelevant recommendations

Total

UK

US





Do you feel vendors/suppliers are transparent enough as to what they

are going to do with your personal information?

32%

27%

36%

Yes

Total

UK

US





Do you feel vendors/suppliers are transparent enough as to how they

are going to use your personal information?

30%

26%

35%

Yes

Total

UK

US





How do you want companies to be transparent with you when it

concerns your personal information?

8%

9%

30%

37%

44%

51%

6%

8%

28%

42%

54%

56%

7%

9%

29%

40%

49%

53%

Call you with initial details and updates on how yourpersonal information will be used.

Text you with initial details and updates on how yourpersonal information will be used.

Post all consumer data usage details on a disclaimer on the company’s website.

When updates are made to data usage, check withyou for approval again before using your data.

Always have an opportunity to opt-out of new datausage plans

Email you with initial details and updates on howyour personal information will be used

Total

UK

US





Which one of the following options is more important to you?

49%

51%

49%

51%

49%

51%

Companies presenting me relevantoffers even if it means tracking my

behaviour

Companies no longer tracking myactivity, even if I start to receive

irrelevant information

Total UK US





Are you concerned with websites tracking your behavior?

Are you aware this tracking enables companies to present offers and

content that matches your interest?

Is there a concern over tracking behaviour

64% 66% 63%

Yes

Total UK US

Awareness of what tracking enables

84% 85% 84%

YesSource: Accenture Interactive; May 2014; News Release




Are you aware this tracking enables companies to present offers and

content that matches your interest?

84% 85% 84%

Yes





What would make you more likely to complete a purchase for a product

or service, and therefore where should brands place greater focus and

budget? Please rank each of the areas listed below in order of

importance from most to least important.

3%

6%

19%

29%

39%

39%

64%

2%

7%

32%

33%

33%

33%

58%

3%

6%

26%

31%

35%

36%

61%

Celebrity endorsement

Engaging advertising campaign

Relevant promotions

Loyalty programs

Superior customer experience (online/in-store)

Superior products

Sales/competitive pricing

Total

UK

US





Looking at convenience and security when buying products or services,

which of the following is closest to what you do?

56%

26%

14%

3%

57%

28%

12%

3%

55%

25%

17%

4%

Taking the time to inputyour credit card informationinto a website each time atthe time of purchase even

though it takes more time todo because it could be

more secure

Store your credit cardinformation in a website for

convenience

Only make purchases in a store; you feel that’s the

most secure

Always call the retailer to make purchases; you don’t trust putting your credit card

number onto the website

Total UK US





Do you receive relevant communications -- such as notifications of

upcoming promotions or new services -- from vendors/suppliers you

currently use?

34%

56%

10%

33%

58%

9%

35%

54%

12%

Yes – all the time Yes – but only sometimes No

Total UK US





Do you find the vendor/supplier recommendations regarding new

products or service...

15%

30%

55%

23%

32%

45%

19%

31%

50%

Irrelevant and annoying

Interesting but you rarely purchaseany of them

A helpful guide for future purchases

Total

UK

US





When actually in a physical store, would you be receptive to receiving a

text message on your cell/mobile phone with an offer that matches what

you’re looking for at the time or could be of interest to you based on

your past purchases, which you can take up during that visit?

65%

64%

64%

YesTotal

UK

US





How comfortable are you with getting contact from brands and suppliers

via each of the following channels? Please indicate if you are

comfortable/happy with communication via that channel or not.

27%

59%

61%

92%

23%

54%

53%

93%

25%

44%

57%

93%

Phonecall

Text

Socialmedia

Email

Total

UK

US

Comfortable

73%

41%

39%

8%

77%

46%

47%

7%

75%

44%

43%

7%

Total

UK

US

Uncomfortable




Methodology and Survey Sample


• The survey was carried out online in March and April 2014, with 2,012

consumers in the United States and the United Kingdom.

• Participants consisted of 1,000 in the United States and 1,012 in the

United Kingdom.

• Participants were between 20 and 40 years of age with gender, socio-

economic and income controls in place.

Methodology and Survey Sample




• Cam Granstra

– [email protected]

– +312 693 5992

• Kathryn Zbikowski

– [email protected]

– +917 452 0127

About Accenture Interactive

Accenture Interactive helps the world’s leading brands delight their customers and drive superior marketing performance across the full multichannel customer experience. As part of Accenture Digital, Accenture Interactive works with over 23,000 Accenture professionals dedicated to serving marketing and digital clients to offer integrated, industrialized and industry-driven digital transformation and marketing services. Follow @AccentureSocial or visit accenture.com/interactive.

Contact Information

mailto:[email protected]



http://accenture.com/interactive

accenture survey eighty percent consumers believe total data privacy no longer exists

Design