63% of consumers worldwide trust brands more when they are clear about how and where their data is used.
93% of consumers in non-EU countries would like to see GDPR rules in their own country
24 May 2018: A new global study by Unruly, the video marketplace you can trust, has set out to understand how consumers from the EU, US and Asia Pacific feel about GDPR and the issues of brand trust and transparency. The findings reveal low levels of consumer awareness about the new regulations, but also show that businesses have much to gain if they can demonstrate responsible behaviour with customer data.
GDPR legislation is designed to put control over data collection and usage back in the hands of consumers. By asking the opinions of consumers directly, the 2018 Unruly GDPR Consumer Trust Study demonstrates the opportunities for brands in a post-GDPR world and reveals the relationship between data control and customer trust.
The message of Unruly’s research is clear; brands must be more transparent about data usage if they want to win back and retain consumer trust—but given low levels of awareness around the changes made by GDPR, it seems there’s also a communication gap between brands and their customers.
The research was conducted among 4,000 respondents across eight territories—the UK, US, Germany, Sweden, India, Australia, Japan and Singapore. Survey questions were originated by Unruly, with Toluna conducting the research.
Commenting on the research findings, Norm Johnston, Unruly Global CEO said: “Although the ad industry has conducted inward-looking research about preparations for GDPR, it seems little attention has been paid to whether consumers understand and want these changes. The whole point of GDPR is to put consumers back in control of their data, so we felt it was essential to find out what they thought about the legislation.”
Levels of consumer understanding of the issues surrounding GDPR are not as high as the industry might expect, posing both a problem and an opportunity for advertisers. The research findings form the basis of Unruly’s new whitepaper “Clarity & Trust: Consumers want it, have you got it?”, which is published on 23 May. Key findings are below.
Johnston concluded: “The GDPR is going to change the way any brand operating in Europe, and potentially around the world, communicates. At Unruly, we see this a hugely positive move that challenges our industry to hold a mirror up to itself and strive to be more transparent, authentic and accountable to consumers.”
[ENDS]
NOTES FOR EDITORS
For Further Details Contact:
Mark St. Andrew
Global Communications Director, Unruly
[email protected] | +44750 081 5778
2018 Unruly GDPR Consumer Trust Study - Key findings:
93% of consumers in non-EU countries would like at least one of the rules brought about by GDPR to be in effect in their country.
63% of consumers worldwide trust brands more when they are clear about how and where their data is used
60% of people worldwide believe that more than half the news they read on social media is fake - this number is highest in Australia where it rises to 68%.
Worldwide, consumers are most comfortable sharing biometric data (fitness trackers as best practice examples for brands).
43% of people worldwide say their trust in advertising on social media has dropped significantly in the last few months - 43% in the US, 51% in the UK.
Less than 1/3 of consumers in the UK, Germany and Sweden trust brands to ask their permission before sharing data with third parties.
58% of people in the UK and Germany have heard of GDPR, 63% in Sweden.
The complete whitepaper, findings document and visual assets for this story are available in the electronic press kit.
ABOUT UNRULY
Unruly is the video marketplace you can trust to move people, not just reach people.
We help the world’s biggest advertisers engage global audiences by leveraging over a decade of video data and almost 2.2 million viewer reactions to videos to provide deep analysis of metrics that matter, enabling us to deliver better targeting and higher campaign ROI at scale.
Unruly was founded in 2006 with a mission to transform advertising for the
better. We’re passionately committed to encouraging and celebrating diversity and wellbeing through our inclusive and nurturing company culture.
Unruly was acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015 and now has over 350 Unrulies doing amazing things across more than 20 locations worldwide.