Press Release

New York, NY - October 1, 2020 – Today, Publicis Sapient, the Digital Business Transformation consultancy, launched its Data Collection and Consent Survey, which measures consumer sentiment and sensitivity around data privacy. The findings revealed 61% of participants across all five countries know little to nothing about what companies actually do with their data, and 40% of participants globally say their data is worth more than the services they currently receive.

Key takeaways from the survey:

●      61% of global participants know almost nothing about what companies do with their data. Those who know more about what companies do with personal data tend to see the benefit of companies collecting their data.

●      32% of global participants are more willing to share all types of data if companies could easily delete their data.

●      While the majority in nearly all five countries say technology has a positive impact, they worry that the data companies collect can be harmful, and roughly 40% of participants in each country say their data is worth more than the services they currently receive.

●      Based on levels of knowledge, consumers are more willing to share different types of data. 41% of participants were comfortable sharing their race & ethnicity, but only 9% were willing to share their country issued identification, such as a social security card or driver’s license.

Max Kirby, Customer Data Platform Practice Lead at Publicis Sapient, said, “There is a clear connection between a person’s familiarity with data and their willingness to share valuable information. Our research indicated that privacy-sensitivity is emerging as a new form of personalization, reflecting how a business approaches a high-privacy sensitivity customer versus a low-sensitivity customer. In order to detect a customer’s level of privacy-sensitivity, identities must be resolved across multiple data sources using a Customer Data Platform in tandem with a Consent Management System.”

Americans are more willing to share data

44% of Americans are most comfortable sharing basic personal data, followed by 34% Australians and 32% Britons; however, all countries feel less comfortable sharing Bio, Digital, and Issued data. Germans are particular about who they share their personal data with, while Australians are most willing to share personal data with Financial Services and Health. Although Britons are less comfortable sharing general personal data, they are willing to share this data with most industries.

Technical Note

These are the findings of Publicis Sapient’s Data Collection and Consent survey. It was conducted between June 18 - 30th, 2020, in the United States and between July 24 - August 7th, 2020, in Australia, France, Germany, and the United Kingdom. Publicis Sapient commissioned Ipsos, a global market research company, to survey 5,007 adults aged 18+ from these markets.

About Publicis Sapient

Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain competitive advantage in a world that is increasingly digital. We operate through our expert SPEED capabilities: Strategy and Consulting, Product, Experience, Engineering and Data, which combined with our culture of curiosity and deep industry knowledge, enables us to deliver meaningful impact to our clients’ businesses through reimagining the products and experiences their customers truly value. Our agile, data-driven approach equips our clients’ businesses for change, making digital the core of how they think and what they do. Publicis Sapient is the digital business transformation hub of Publicis Groupe with 20,000 people and over 50 offices worldwide. For more information, visit publicissapient.com.

About Ipsos

Ipsos is the world’s third-largest market research company, present in 90 markets, and employing more than 18,000 people.

Our passionately curious research professionals, analysts, and scientists have built unique multi-specialist capabilities that provide the true understanding and powerful insights into the actions, opinions, and motivations of citizens, consumers, patients, customers, or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

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