Customers 'Bewildered' Over Data Use

A survey has found that nine in 10 people have no idea what companies do with the personal information firms’ hold about them.

The Chartered Institute of Marketing (CIM) survey found 57% did not trust the companies to handle their data responsibly.

The CIM says personal data policies on websites should be clearer and simpler. 

The survey also found that 51% complained that they had been contracted by organisations that had misused their data.

It claims that the businesses have failed to persuade people to read their online terms and conditions to understand what they do with personal details.

More than 2,500 consumers and marketing professionals were questioned in the survey.Chris Daley from the Institute said: "People are nervous about sharing personal data."Fear of data breaches and misuse has them on high alert."Among the results gathered by CIM were:

  • 92% do not understand how personal information is used
  • 57% do not trust organisations to use data responsibly
  • 51% say their data is misused
  • 16% always read T&Cs



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