Why it matters: As digital devices generate more user data, brands have a potential gold mine at their fingertips. But they must tap into and use this data in ways that do no harm and respect their customers’ wishes.
Then again, she has also seen D2C brands “balancing those online and social efforts with offline direct-mail advertising”—one more way in which millennials are omnichannel shoppers. On the downside, some millennials feel suspicious about brands’ usage of social media.
I think the attitude of teens is not to ignore privacy concerns but to treat privacy much the way they treat real-life, out-in-the-world safety concerns. And so, they’re not afraid of technology.”. Facebook, TikTok and More. In recent years, discussion of social media has been littered with declarations that most teens shun Facebook. It is plainly true that Facebook no longer dominates teens’ usage.
According to Affectiva’s Page, recent research uncovered a huge gulf in consumer attitudes toward technology brands based on how they use personal data. “Some of the social media brands did very poorly on trust because they're not seen as working in the consumer's favor,” he said. “But brands like Amazon did particularly well because people believe data is being used to their benefit.”.