Consumer opinions on data use by companies in Ireland and the UK 2019

Recent trends in data use by companies to enhance customer experience led to endangering consumers' trust in companies. According to a recent research conducted by Sales Force, in the United Kingdom (UK), 59 percent of consumers were skeptical about companies' use of customer data in 2019. The study also revealed another 46 percent stated that companies mishandling data would lead to a decision to not buy from that company. Increasingly, more and more consumers are becoming aware of the implications of data use by companies. In fact, 66 percent of consumers surveyed in this study said being able to trust companies now matters more than it did a year ago.

Data and privacy: consumer opinions on company use of customer data in Ireland and the United Kingdom (UK) in 2019

Share of consumers
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Source

Release date

June 2019

Region

United Kingdom

Survey time period

April 2-18, 2019

Number of respondents

540*

Method of interview

Online panel

Supplementary notes

* Consumers surveyed in this study represent Millennials/Gen Zers, GenXers, and Silents/Baby Boomers.

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