DMA: Data and Marketing Association
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Data Privacy: What the Consumer Really Thinks

This new DMA report, sponsored by Acxiom, quantifies American sensibilities around data privacy, the data economy, and the sharing of personal data. Beyond the bluster and scare tactics around digital privacy, consumers share their real feelings on how they view the modern data exchange.

“The survey results contained in this report are clear, consumers see the benefits of the data-driven economy,” says DMA CEO Tom Benton. “They are willing to share their information when they receive value in return.” says DMA CEO Tom Benton.

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In this report, you will learn:

  • What percentage of Americans define themselves as “data pragmatists,” those individuals more comfortable with the data exchange and the benefits they receive from the data economy
  • How consumers feel about data sharing and its contribution to society, including data use, exchange, and security
  • How trust and transparency remain essential elements to developing a sustainable data economy

For this report, Foresight Factory constructed a segmentation analysis that categorizes consumers according to their attitudes towards privacy and data exchange. The key segments used are the following:

Data Pragmatists: those who will make trade-offs on a case-by-case basis as to whether the service or enhancement of service offered is worth the information requested
Data Fundamentalists: those who are unwilling to provide personal information even in return for service enhancement
Data Unconcerned: those who are unconcerned about the collection and use of personal information about them

A segmentation of attitudes towards privacy and data exchange in the USA

Click here to view full graph

Data Privacy: What the Consumer Really Thinks is based on a November 2017 survey conducted by Foresight Factory, composed of more than 2,000 U.S.-based respondents over the age of 18. The analysis of the data and the segmentation of findings was conducted in-house by Foresight Factory’s quantitative analysis team.

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