Nearly Half of Americans Willing to Give Brands a Pass for a Data Breach
Nevertheless, consumers are increasingly taking control of their data into their own hands, the survey found. For example, 71% report downloading software that protects their data privacy or otherwise helps control their web experience. But Janrain’s survey brings good news to brands that are evaluating their consent-based marketing processes and capabilities in response to regulatory requirements or to strengthen customer relations.
If given the option, most people (55%) would let companies they trust use some of their personal data for specific purposes that benefit them in clear ways, the survey found. Only 36% wouldn’t let any company use their personal data. Sixty-six percent like the idea of being able to alert companies when they’re interested in something as long as they could “switch it off” when they’re no longer interested. Only 16% aren’t interested in this even if it came with preferences control.