Consumers catching on to value of data; learn the ad-block step in the marketing tango

The days of leading consumers down the retail path by tossing appealing ads and discount coupons their way has given way to more critical buyers, aware they have choices and prepared to demand more. Cheetah Digital’s consumer attitudes survey indicates they are more selective and will use a variety of controls, including password managers, PC cleaners and incognito browsers to give or restrict access to brands.

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Honestly, what could go wrong? New survey claims “half the global population” thinks data sharing is just fine

March 22, 2022

The Global Data and Marketing Alliance (GDMA) reports, according to their 2022 survey, that 53% of consumers across 16 global markets are Data Pragmatists, who don’t care a wit about foregoing privacy – as long as they get ads for the right shirt size (see dark blue in chart below). Another 29% are Data Unconcerned (in gray), who worry even less about data sharing. In comparison with GDMA’s 2018 survey the share of the Data Unconcerned is growing.

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