US study reveals consumer hesitancy over Martech
According to the 2021 Future of Marketing Survey, conducted by Charney Research and Toluna, 66% of the customers polled accept gathering of their email address.
Additionally, 55% are happy with allowing their age to be collected and 54% would accept their name.
However, consumers consider other details such as location (42%), ethnicity (40%), browsing history (29%), internet purchase history (26%), religion (25%), sexual orientation (25%), and party identification (24%) as less acceptable.
Generally, marketers also agree, however 54% feel location is acceptable.
Notably, only 24% of marketers agree that consent is needed for sharing of data on customers with other firms.
78% of consumers voted that shopping is easier post-lockdown, 75% say shopping is quicker, while 75% agree that they are now better informed, and 73% think it is more enjoyable. However, almost identical percentages have fears about Martech.
A considerable 78% of customers worry that Martech will lead to a lack of privacy, and 73% said that they think they are under constant surveillance. Additionally, 77% worry that Martech enables liars, hackers, and bots to spread misinformation, and 68% feel it causes isolation and depression.
“Companies need to use this technology, but they also need to be genuinely responsive to customer concerns about it,” states Jason Revzon, president of AMA-NY.
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