Half of Australian consumers are willing to share their consumer data with brands but most are not willing to share personal data.
New research released by GroupM, WPP’s media investment group, in the Consumer Trust in Digital Marketing report has revealed that 65% of Australians are less willing to buy or use a product or service if companies use their personal data.
Globally, six in ten consumers say they are less inclined to use a product if their data is used for any purpose.
The research revealed that 56% of consumers want more control over their data.
GroupM chief digital strategy officer Venessa Hunt says trust is essential in relationships between brands, consumers, and media channels so it is imperative for marketers to respect consumers' privacy.
"Using data to understand the consumer, and using that insight to provide a better advertising experience on digital channels, is critical to marketers," Hunt says.
"But there is a distinct line between personalisation and invasion. While Australians may be more risk averse than other nations to providing data to companies and have concerns on how their data is being used, as marketers we need to understand that, respect it and take the opportunity to harness relevancy and contextual placement.”
GroupM found that, among consumers with digital marketing concerns, top challenges include fake news on social media, cyberbullying and online predators.
Of those surveyed, 64% of consumers say they would have a negative opinion of a brand next to inappropriate content and 75% of consumers believe it is a digital platform’s responsibility to stop inappropriate content from appearing.
Hunt says the report reinforces the importance of brand safety and quality across all media.
"When we focus on the right quality metrics, digital has the most personal connection and a great ability to drive brand growth," she says.
"This report emphasises the need for marketers to consider whether the online advertising environments in which they appear are appropriate to them. This is a fundamental pillar of good media planning and more rigour should be placed around where your digital advertising is seen – just as it is in every other marketing channel."
Against the backdrop of newsworthy security and privacy issues across the globe, the research revealed that consumers react more positively to television advertising and that more than one-third of consumers feel digital ads are too intrusive.
On average, twice as many consumers say TV ads provide a more positive impression of brands than common digital formats.
“To make digital advertising work better for everyone, we must listen to what consumers are saying and refine our strategies accordingly,” GroupM APAC regional director and report author Chris Myers says.
“Marketers should not pull back on digital advertising; on the contrary, they should push forward in ways that respect consumers’ evolving relationship with digital media.”
The global report surveyed nearly 14,000 middle income consumers in 23 countries.
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