The latest truth study from McCann Worldgroup – “Truth About Privacy” – contains some interesting data concerning the types of online sharing behaviors and privacy practices that are considered acceptable (or not) by adults. Brands ought to be wary of overstepping boundaries: two-thirds of respondents feel that a brand’s use of their content on its social media site without permission is “uncool.” Also uncool? Brands calling with automated personalized messages, according to 57% of respondents.
Essentially, the results pertain to finding the “required balance between privacy and publicity.” Respondents consider Google and Facebook to be the most threatening companies, not surprising given the vast amounts of data they collect and – particularly with respect to Facebook – the public ways in which they can use the data. Conversely, respondents continue to trust banks the most with their sensitive personal information, likely because they don’t see the same looming prospect of those institutions making their data publicly available. Read the rest at MarketingCharts.
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