As brands try to forge relationships with consumers through data, while still respecting their privacy, Microsoft Advertising’s research may come in handy, with findings like this: When consumers feel in control, they’re more likely to share their personal data.
As the Microsoft Advertising Blog reports, the soon-to-be-released “Consumer Decision Journey: Financial Services” study shows “control was the single biggest factor driving consumers to share information: 68 percent of U.S. consumers are more likely to share if they feel in control. Secondarily, they also want the power to stop sharing or delete information at any time.”
Microsoft Advertising’s 2014 Digital Trends research includes the Right to Anonymity trend, which shows that the desire for anonymity translates to more demands for privacy controls and for the right to delete digital footprints. Most importantly for brands, 84 percent of consumers say they are more likely to buy from a brand that allows them to update their privacy settings.
Microsoft Advertising’s Kelly Jones had a few recommendations for brands, including offering complete access to the information being collected by consumers, helping them understand the value of the data they share and placing time limits on user-generated content.
To read Jones’ entire post, head over to the Microsoft Advertising Blog.
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Athima Chansanchai
Microsoft News Center Staff