Only six percent of the public trust businesses in the technology sector to handle their personal data responsibly. Research from the Chartered Institute of Marketing showed that trust in the industry is much lower than other sectors such as financial services (34 percent) and healthcare (25 percent).
The research, conducted with YouGov on 2000 British adults, also showed that on 42% of people surveyed say they receive marketing via social media more than once a day. More worryingly, over half of those surveyed believe that the organisations marketing to them obtained their details without their content. This suggests that data is being sold to third parties without consumers’ approval.
Chris Daly, Chief Executive of the Chartered Institute of Marketing, said of the results:
“What’s most worrying about these results is that they are unsurprising. Businesses have a responsibility to their customers to be transparent, respectful and clear about how they use their personal information. Not only is this best data practice, but it ultimately will help consumers feel more confident and enjoy the benefits of sharing more personal data with businesses.”
Concern around data sharing in the technology industry is growing, with Facebook’s deal to allow it to start using data gathered from WhatsApp users attracting a lot of attention lately. With public trust in the industry so low it’s hard to see issues like this going away any time soon.