By Jack M. Germain
Oct 13, 2021 5:00 AM PT
Consumers would rather avoid brands than compromise personal data, according to new research. Brands that handle consumer data transparently and ethically, however, will be best positioned to navigate and engage with this cautious consumer base.
Shopper discontent with online retail sites is localizing to two major concerns. Spoiler alert: customer experience per se is not in this ranking. It is the need for caution that prominently leads shoppers to abandon their shopping carts.
Consumers’ reliance on online shopping has forced greater emphasis on caution when providing brands with personal data. Results of a recent survey of more than 1,100 respondents conducted by marketing technology firm Wyng released Tuesday confirmed that reality.
The “Wyng 2021 Report: State of Consumer Data Privacy,” revealed that consumers would rather abandon purchases or entirely avoid brands that do not offer assurances of protecting buyers’ personal