Asia Market Research

Dentsu Aegis Network

Consumer attitudes to personal data can be hard to decode. But understanding them is key to delivering more relevant, engaging consumer experiences. Our third annual survey of 32,000 people across 22 markets reveals a number of key dynamics, many of which are paradoxical.

For example:

• Big Tech isn’t trusted with personal data – but consumers still sign up.
• We don’t want to share data, but we do.
• We want personalization—but not personalized ads.
• We demand consent—but who reads Terms & Conditions?

At the same time, consumers are giving a number of clear signals about the future shape of the personal data landscape.

For example:

• It’s not just tech … lack of trust impacts all industries.
• Data security and privacy concerns are universal.
• Consumers are taking back control of their data.
• Clear value exchange is expected, although not yet a reality.

How these dynamics will be impacted by the COVID-19 crisis is also uncertain, compounding an already complex set of issues. To that end, we’ve developed four illustrative visions of the future or scenarios for brands to explore the risks and opportunities of personal data over the next five years. These are not intended to be mutually exclusive – they each reflect the more extreme manifestations of trends we can observe today.

Decoding Data Dynamics

Dentsu Aegis Network

Consumer attitudes to personal data can be hard to decode. But understanding them is key to delivering more relevant, engaging consumer experiences. Our third annual survey of 32,000 people across 22 markets reveals a number of key dynamics, many of which are paradoxical.

For example:

• Big Tech isn’t trusted with personal data – but consumers still sign up.
• We don’t want to share data, but we do.
• We want personalization—but not personalized ads.
• We demand consent—but who reads Terms & Conditions?

At the same time, consumers are giving a number of clear signals about the future shape of the personal data landscape.

For example:

• It’s not just tech … lack of trust impacts all industries.
• Data security and privacy concerns are universal.
• Consumers are taking back control of their data.
• Clear value exchange is expected, although not yet a reality.

How these dynamics will be impacted by the COVID-19 crisis is also uncertain, compounding an already complex set of issues. To that end, we’ve developed four illustrative visions of the future or scenarios for brands to explore the risks and opportunities of personal data over the next five years. These are not intended to be mutually exclusive – they each reflect the more extreme manifestations of trends we can observe today.
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This report was provided by Dentsu Aegis Network. For more information on Dentsu Aegis Network, visit their website at: https://us.dentsuaegisnetwork.com/

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