El estudio que ha tomado como muestra a ciudadanos de varios países alrededor de todo el mundo y ha sido realizado por Global Alliance of Data-Driven Marketing Associations (GDMA), impulsada en España por ICEMD (El Instituto de la Economía Digital de ESIC Business & Marketing School), muestra que a pesar de las diferencias culturales y económicas, más de la mitad de los consumidores, el 51 % se mantienen pragmáticos respecto al uso de sus datos, no les importa compartir sus datos si obtienen un beneficio a cambio de ello, el 26% se encuentran totalmente despreocupados por su uso o recopilación mientras que el otro 23% son clasificados como fundamentalistas, no comparten su información de ninguna manera.
Las diferentes conclusiones que se han sacado del estudio es que el consumidor por un lado tiene claro que los datos son suyos y es su responsabilidad decidir si compartirlos o no, quiere transparencia, consentimiento y control de los datos, por otro lado, necesita tener confianza en las empresas en las que deposita los datos y por último muchos consumidores muestras una actitud muy práctica sobre sus datos.
Según el estudio hay tres consumidores claros, el pragmático, el fundamentalista y los despreocupados. En el caso de España tiene el número más alto de pragmáticos con un 59%.
Hoy en día es muy importante comprender cómo los consumidores ven la privacidad de los datos en todo el mundo y alentarlos a ver cuán similares se sienten acerca de los problemas clave. La clara tendencia es hacia una mayor aceptación del intercambio de datos como parte de una economía moderna normal y completamente funcional. Pero todavía hay una brecha considerable en todo el mundo entre lo que los consumidores realmente quieren y lo que las empresas les ofrecen”, comentó Joost van Nispen, presidente y fundador de ICEMD. “El estudio señala claramente la forma en que los consumidores insisten en la transparencia, el consentimiento y el control de sus datos, y además desean la opción de elegir entre beneficios tangibles claros para compartir sus datos mientras aceptan publicidad, y no hacerlo y disfrutar de contenido sin la publicidad por la que están dispuestos a pagar. Esta es una noticia positiva para los profesionales del marketing que creen en la ética de los datos y en una mayor transparencia, y agradecen la oportunidad de desarrollar modelos comerciales en línea con lo que los clientes realmente desean».
Queda claro que la preocupación por la privacidad de los datos a nivel mundial es alta, pero hay una satisfacción general con los datos que se comparten, en concreto el 74% de los diez países que han participado en la encuesta muestran cierto nivel de inquietud, a pesar de esta cifra la mayoría a día de hoy se sienten agusto con la información que han compartido. Cierto es que con la llegada de GDPR a día de hoy son más conscientes de nunca sobre el uso que las empresas hacen con los datos.
Fuente: http://www.computerworld.es
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