While it is clear that some consumers will never be comfortable with retailers using any amount of their personal data, many would be less suspicious if they knew how their information was being utilized. According to an April 2014 study conducted by Coleman Parkes Research for Accenture, just 35% of US internet users thought businesses were transparent enough about how they used personal information. The leading solutions to combat this were having companies email details and updates on usage (51%) and always being able to opt out (44%).
Boston Consulting Group (BCG) October 2013 polling saw a big increase in the number of US consumers who would be willing to let companies use their data if they could be assured it wouldn’t be used in “harmful” ways. Only 3% of respondents said they would be comfortable with companies using data in ways beyond its originally intended purpose, but more than half (53%) were comfortable if assured that harm would be prevented. In addition, 75% of US consumers would want “simple tools” to control how personal data was used. Read the rest at eMarketer.