Few People Are Comfortable Sharing Data Through Third Parties

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From eMarketer:
According to a recent Vision Critical survey of digital buyers in North America, 80.1% of respondents said they would be comfortable sharing personal information directly with a brand for the purposes of personalizing marketing messages. But just 16.7% said they would be OK with sharing this type of information through third parties.

The utilization of third-party data has become a hot topic in recent weeks due to Facebook’s ongoing scandal with Cambridge Analytica, in which information was harvested without people’s permission for voter targeting purposes.

The growing skepticism toward data collection was reflected in a Gallup survey of 785 Facebook users in April 2018, in which 43% of respondents said they were very concerned about invasion of privacy. That was up from 30% in 2011.

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