New UK Consumer Trend Survey Shows Preference for Personalised Marketing Approaches Despite Slight Concerns Over Use of Personal Data

Earlier this week the results of a survey looking at consumer attitudes to personal data protection and usage in the UK were revealed. The results indicate that whilst there is concern about how companies may currently hold and process personal data, many see value in personalised marketing approaches.

The survey of UK adult consumers was conducted between January and February 2017 to gauge public opinion ahead of the General Data Protection Regulation (GDPR) that comes in to force in May next year. The results show that only 32% of UK consumers are very concerned about how companies may currently hold and process their personal information, with 68% slightly concerned and 5% not concerned at all.

When asked how they would prefer to be contacted by brands, 56% of respondents would rather receive tailored adverts based on their interests or previous shopping habits than random approaches. The survey points to email (68%) being the preferred channel by far, for consumers to receive offers and promotions from brands, followed by post (18%), social networks (6%), online banners (5.5%), SMS (2%) and telephone the least popular (1.5%). However, 57% stated they are not happy for companies to share information about them, so that they can make their marketing more relevant.

The results of this survey give cause for much optimism. With the right education, we can show consumers the value that can be returned to them in terms of highly personalised offers and products, in exchange for using their data in a responsible and consensual way.

The survey also revealed that 76.5% are currently unaware of the GDPR. It is important to inform consumers about the forthcoming regulation, as it will inevitably drive up standards regarding how personal data is managed. Knowing that their personal information is being safeguarded in this way should give consumers more confidence that the brands they do business with can be trusted to act responsibly.

Adam Williams, Managing Director of DBS Data