Majority of Consumers Don’t Believe Brands Will Protect Their Data

    May 22, 2017

    A study conducted by Gigya found the 68% of consumers do not trust brands to protect their personal data. The study, “2017 State of Consumer Privacy and Trust,” also found that 69% worry about security and privacy risks posed by Internet of Things devices, including fitness trackers, smart watches, and connected cars.

    Gigya, a customer identity and access management company, polled some 4,000 consumers on their views of personal data privacy and security.

    “For brands, the findings highlight an impending crisis as they balance customer expectations and new privacy requirements with their need for customer data to deliver a more personalized online experience,” the study said.

    Among the other findings of the study:

    • 67% of consumers believe that data security policies are not improving.
    • 63% of consumers believe that protecting their own data privacy is primarily their responsibility rather than that of brands or government administrators.
    • 62% take direct action to better protect their data security when a brand is breached by changing their passwords, while 32% added a second factor of authentication, and another 18% closed their account entirely.

    The report also noted that the pending General Data Protection Regulation (GDPR), to be enacted in May 2018, will likely exacerbate the problem of consumer trust: “brands will then face new hurdles in presenting and protecting their European customers’ data.”

    © 2017, ARMA International