Advertising Research Foundation (ARF) Survey Shows People Are Less Willing to Share Their Data in 2019

Oct 2, 2019 | Social Media Marketing | 0 comments

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This tracks with our own reporting on personalization and data-driven ad experiences. Principal analyst Nicole Perrin found that while marketers may think customers want personalization, there’s growing consumer skepticism over those experiences.

“While a 1-point lift [in engagement or conversions] for a marketer may be a result worth celebrating, it doesn’t necessarily mean consumers are perceiving those messages as personalized and highly relevant,” she said.

The ARF survey also found that, in general, people were slightly less likely to share their data in 2019 than they were in 2018, when the foundation first conducted its annual privacy study. For example, there was a 10-percentage point drop between those willing to share their home address this year (31%) and those who said they would do so last year (41%).

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