The divide between what brands offer and what customers want
A survey of 1,670+ consumers conducted for Razorfish’s Data Privacy Paradox study found a big disconnect between the hyper-targeting and personalization companies offer, and what consumers prioritize – which is respect for privacy and transparency and to not have their data shared without consent. So, while 81% liked personalized experiences, only 17% were willing to give up data for them; and more than 50% reported they stop buying from companies that share their data without consent.