GLOBAL 2016: Data security tops consumer privacy concerns
There seems to be three levels of consumer privacy concerns. The first is annoyance over being hit with spam or irrelevant ads. The second is the feeling that my data should be my data, and when a social network sells my data, I, as the consumer, am left wrestling over the ethics of the situation. The third level is the most dangerous and includes the security breaches and illegal activities that involve the theft of personal information, when I suddenly find out that I’ve taken out a bank loan for £20,000 and it’s mysteriously disappeared. These levels can be intertwined and it’s important for brands to know how consumers feel about them.