Only 8% of consumers globally believe they have a better understanding of how companies use their data since the introduction of the GDPR. 60% of Spanish consumers still do not understand how their data is used, even after reading the consent forms and privacy policies
Ogury, a technology company specializing in Mobile Journey Marketing, has conducted a survey of more than 287,571 consumers to find out their attitudes and opinions about mobile marketing, advertising and data. This is the largest survey of its kind ever conducted to date. Coinciding with the first anniversary of the implementation of the GDPR or General Data Protection Regulation, the results of the survey indicate that consumers do not yet know how their data is collected, stored and used.
Surprisingly low knowledge of the GDPR; Organizations do not respond to consumer expectations
When asked if they believed their understanding of how companies used their data had improved since the GDPR went into effect, the majority of respondents answered ‘No’.
Furthermore, consumer knowledge of what the GDPR is is itself low. In Spain, 47 percent of those surveyed have indicated that their understanding is no better now than before the law came into force, while another 40 percent said that they “did not even know what the GDPR was.” In European countries where the GDPR came into force more than a year ago, a surprising 39 percent of respondents are totally unaware of what the GDPR is.
‘The GDPR has not been taken seriously enough by organizations. The results our survey offers can be disappointing for legislators and regulators, who will no doubt expect there to be a greater level of understanding from the consumers whose protection the regulation was designed to protect. But marketers should also pay attention to the warning from users that the message is not being transmitted in the necessary amount, “said Gonzalo Figares, General Director of Ogury in Spain and VP for Latin America. Co-Founder and CEO of Ogury. “Businesses need to have a good understanding of what the GDPR is and, in turn, educate consumers on the importance of sharing data. This level of consumer education will become increasingly important around the world. We are already seeing it in the United States where people are preparing for the California Consumer Protection Act (CCPA), which will take effect on January 1, 2020. ″
The importance of explicit user consent
The findings of the study indicate that companies have not correctly established the requirement of explicit and informed user consent for the collection and use of data. 78% of consumers worldwide do not read advertisements in their entirety.
Additionally, approximately half of consumers (52 percent globally) responded that even when they read consent notices, they still do not understand how their data is being used. This percentage was even higher in countries where the GDPR has been in place for a year, as 58% of European countries do not understand how companies use their data.
Elie Kanaan, Chief Marketing Officer at Ogury, comments: “The industry desperately needs to regain the trust of consumers by giving them a clear and fair option to give their explicit consent. This means that consent notices must use clear, simple and easy-to-understand vocabulary. ‘ He goes on to say: “We have the opportunity to simultaneously address consumer privacy concerns and increase interaction with their mobile phone through explicit, informed and unequivocal user engagement; from your consent to personalized marketing, to exercising your right to be forgotten. Unfortunately, over the past year, companies have not taken the GDPR seriously, which may result in the industry being in the midst of more scandals and privacy concerns in the near future.
Consumers don’t care about regulations; they care about the clarity and fairness of the choice
The survey also revealed that, given an explicit option, 71 percent of respondents would be prepared to share data from their mobile apps and websites, as well as contact details as an alternative to paying for access. applications and online content.
Regarding user power of choice, Kanaan adds: “The fact that 71 percent of mobile users are willing to share their data the moment they know what data is being collected and how useful it is to them to give, clearly indicates that consumers are willing to contribute to maintaining a free internet connection as long as the exchange is fair and respected. It also confirms the assumptions that led us to design Ogury Consent Manager with Fair Choice. This product presents three clear and fair options: accept anonymous data that will be collected and used to receive personalized marketing; Choose not to share data and therefore receive irrelevant advertisements; Or pay a fair price for a free, data-free marketing environment.
This survey points to the need for a global transformation around how advertising and marketing is done today. If companies do not start to take the GDPR seriously, this can have significant negative consequences through various penalties that will be detrimental to companies that do not operate under the law as designed.
A shift toward consenting data sharing advertising creates a more secure environment for consumers and brands, restoring industry trust and integrity and helping to create a more mature and respectful Internet.
“Still not confident in your knowledge of the GDPR and how it is affecting the industry? Take part in the Ogury GDPR Grandmaster Challenge to know your level of knowledge and you will feel better informed on this first anniversary of the GDPR », they recommend.
About the study
Ogury conducted this survey from February 12 to 18, 2019 in Spain, the United States, Germany, Italy, France and the United Kingdom, with responses from a total of 287,571 mobile phone users. In Spain, the number of respondents was 25,041