Best Practices for Consumer Privacy and Personal Data: Maximizing Value Without Getting Creepy - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Best Practices for Consumer Privacy and Personal Data: Maximizing Value Without Getting Creepy

eMarketer Report

By: eMarketer

Published: July 20, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

With sophisticated digital tools and new combinations of data, marketers can now target consumers with more personalized campaigns than ever before. But with that power comes great responsibility. They must also make sure they don’t cross the fine line between being helpful and being creepy.

  • Consumers have been rattled by recent high-profile security breaches and microtargeting blunders. The majority remain averse to sharing their personal data with marketers and don’t understand how it is being used. In general, women, older demographics, those with higher incomes and those in Europe are less willing to share.
  • Marketers must not only heed a complex patchwork of evolving privacy laws and regulations, they must also win and keep their customers’ trust by using personal information in responsible and valuable ways.
  • Efforts to target consumers using powerful technology and granular personal data are often perceived as being too creepy and intrusive. Marketers must ask themselves, “Just because I can, does that mean I should?”
  • When consumers are asked to trade their personal data for some type of incentive, most want financial rewards, including cash and discounts. But some, particularly younger consumers, are beginning to also make tradeoffs for added convenience, personalization and better service.
  • Best practices for marketers who want to create a win-win situation for themselves and customers include ensuring their systems are secure, using data responsibly, being honest and transparent, educating consumers and offering a clear value proposition.

"In an October 2015 study, the majority of internet users polled worldwide, across a variety of demographics, were concerned about businesses using their personal data."

Table of Contents

To Share or Not to Share? A Data Privacy Paradox

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Privacy vs. Personalization: Where’s the Tradeoff?

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Best Practices for Marketers

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

19 charts are included in the full report:

Best Practices for Consumer Privacy and Personal Data: Maximizing Value Without Getting Creepy

Internet Users Worldwide Who Are Concerned About Businesses Using Their Personal Data, by Demographic, Oct 2015 (% of respondents in each group)

To Share or Not to Share? A Data Privacy Paradox

Amount of Data that Advertisers Should Be Allowed to Collect According to UK/US Smartphone Owners, Jan 2016 (% of respondents)

Internet Users Worldwide Who Are Concerned About Businesses Using Their Personal Data, by Demographic, Oct 2015 (% of respondents in each group)

Level of Comfort with Brands Using Their Personal Data* According to Internet Users in Select Countries, June 2015 (% of respondents)

Data Privacy/Security Awareness and Actions Among Internet Users in Great Britain, Dec 2015 (% of respondents)

Level of Confidence that Personal Data Is Stored/Used Properly by Companies According to Internet Users Worldwide, by Type, Feb 2016 (% of respondents)

Internet Users Worldwide* Who Are Comfortable with Companies Handling Their Personal Data, by Generation and Industry, Feb 2015 (% of respondents in each group)

Level of Concern About Retailers Collecting/Using Their Personal Information for Select Activities According to Mobile Device Users Worldwide, March 2015 (% of respondents)

Attitudes Toward Digital and Offline Privacy Among US Internet Users, Feb 2015 (% of respondents)

Ways in Which Internet Users Worldwide Have Changed Their Behavior due to Digital Privacy Concerns, Dec 2015 (% of respondents)

Leading Concerns About Connected Devices According to Mobile Media Users Worldwide*, Q3 2015 (% of respondents)

Privacy vs. Personalization: Where’s the Tradeoff?

Types of Personal Data that Internet Users Worldwide* Are Willing to Share with Companies in Order to Purchase Products/Services, by Generation, Feb 2015 (% of respondents in each group)

Consumers Warm ... Slowly ... to More Sharing

Incentives that Internet Users in Select Countries Would Be Comfortable Receiving in Exchange for Sharing Behavioral Information from Their Smart Home, July 2015 (% of respondents)

Attitudes Toward Sharing Personal Data According to Internet Users Worldwide, July 2015 (% of respondents)

Future Expectations for the Mobile Experience According to Internet Users Worldwide, Feb 2016 (% of respondents)

Millennial* vs. Nonmillennial** Internet Users in Select Countries Who Are Willing to Share Personal Data in Exchange for Customer Services, March 2016 (% of respondents in each group)

Types of Personal Information that US Internet Users Would Be Willing to Share with a Company Digitally in Order to Automate Household Chores*, by Age, June 2016 (% of respondents in each group)

Best Practices for Marketers

Extent to Which Their Company Is Concerned with Managing Customer Data in a Privacy-Compliant Manner According to US Executives, Nov 2015 (% of respondents)

Get into the Education Business

Actions that Internet Users in Great Britain Are Aware of vs. Have Taken to Protect Their Digital Privacy, Dec 2015 (% of respondents)

Be Honest and Transparent

Reasons that US vs. UK Internet Users Would Be Willing to Share Information with a Company/Brand, April 2015 (% of respondents)