MEMBER RESEARCH: The 2018 Unruly GDPR Consumer Trust Study

GDPR legislation puts control over data collection and usage back in the hands of consumers. By asking the opinions of consumers directly, the ​2018 Unruly GDPR Consumer Trust Study​ demonstrates the opportunities for brands in a post-GDPR world and reveals the relationship between data control and customer trust.

In this global study, Unruly​ ​set out to understand how 4,000 consumers from eight markets across the EU, US and Asia Pacific feel about GDPR and the issues of brand trust and transparency. The findings reveal low levels of consumer awareness about the new regulations, but also show that brands have much to gain if they can demonstrate responsible behaviour with customer data.

• 93% of consumers in non-EU countries would like at least one of the rules brought about by GDPR to be in effect in their country.

• 63% of consumers worldwide trust brands more when they are clear about how and where their data is used

• 60% of people worldwide believe that more than half the news they read on social media is fake - this number is highest in India where it rises to 71%.

• Worldwide, consumers are most comfortable sharing biometric data (fitness trackers as best practice examples for brands).

• Less than 1/3 of consumers in the UK, Germany and Sweden trust brands to ask their permission before sharing data with third parties.

The message of Unruly’s research is clear; brands must be more transparent about data usage if they want to win back and retain consumer trust​ - ​but given low levels of awareness around the changes made by GDPR, it seems there’s also a communication gap between brands and their customers.