People willing to share data with brands increasingly want to know that the value they receive outweighs the risk of the data being compromised — so a greater number, especially older generations, are clearing their browser history and cookies, according to survey findings released Wednesday. InfoGroup surveyed 1,000 consumers to better understand their attitudes toward privacy. The report — Privacy Matters: How Different Generations Think About Their Data — reveals the differences between generations and provides insight into the strategies companies can implement to build consumer trust. Concerns about privacy continue to grow. Some 88% of consumers surveyed are concerned about the privacy of their data, and 80% are much more concerned today compared with the past.
A major international study commissioned by the American Marketing Association (AMA) indicates a serious disconnect between consumers and marketers may lead to some inertia in technology and digital marketing expenditures in the U.S.
The study, which conducted in-depth interviews with consumers and marketers in each of the world’s two largest markets — the U.S. and China — found that U.S. consumers have already peaked in their use of dominant digital media formats, especially social and online gaming, but U.S. marketers are continuing to increase their investments in both (+68% and +25%, respectively).
The study also found American consumers are less than keen on the benefits of nine key ad tech “innovations” — things like personalized ads, micro-influencers, employee influencers, augmented reality, and IoT-connected home devices — than U.S. marketing spending would justify.
None of these emerging marketing technologies are favored by a majority of Americans, according to Craig Charney, president of Charney Research, which conducted the study, scheduled to be presented in detail later today.
more at source: https://www.mediapost.com/publications/article/341115/ama-study-finds-consumers-have-peaked-on-key-digit.html