Consumers balance data privacy against personalisation
Consumers are willing to share their personal data in exchange for personalisation, depending on whether the service meets their expectations, according to Deloitte’s eighth annual Media Consumer Survey. And consumers want the ability to have their data removed, but the choice to do this is impacted by loss of personalisation, according to the survey.
The report found a desire for ownership and control of personal data, with 62 per cent of respondents believing they should have the right to ask a company to delete their data, and 65 per cent indicating interest in editing what’s collected. However, of the 62 per cent believing they should be able to request their data be deleted, only 31 per cent would do so if it meant losing features like personalised recommendations.