Empathy.co research: Online shoppers tap guest accounts over data privacy fears
22% of UK shoppers regularly use guest accounts to purchase online goods in order to avoid handing over personal data, according to a new report from Empathy.co.
Censuswide surveyed 4,000 people for the research.
It also found that nearly half of consumers much prefer to shop with brands they trust, 20% are more willing to share personal information with brands they favour and 22% are willing to spend more for the brands and websites they trust.
40% of respondents don’t like being asked for unnecessary or sensitive data and 28% admitted that they would like to take back information from brands they don’t like or trust if they could.
Similarly, 42% of online shoppers are careful when providing personal data and accepting legal notices, and 37% would like more control of the data that businesses have on them.
When asked about their attitude to Big Tech companies, 18% said that the purpose of Facebook is to spy on us and sell advertising. 12% also stated that Amazon consciously makes cheap copies of top selling third-party products.
Angel Maldonado, CEO at Empathy.co, says: “With the global pandemic forcing the majority of consumers to shop online, there has been a surge in demand for privacy, security and a clear increase in fears over data security.”
“In fact, data privacy is of such importance in today’s climate that just promising to not misuse data is no longer enough, and brands need to show that they’re behaving ethically and that they are using customer data responsibly.”
“Therefore, improving digital experiences and e-commerce platforms so that they are transparent and act with customer care in mind is imperative to improving brand power and showcasing trust.”
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