Think global, act . . . globally – unlocking what the global customer really thinks about data

We’re often being told to think global and act local. It’s a solid mantra. And yet for the biggest brands, keeping an eye on the horizon necessitates taking a truly global view of the customer.

It’s hard to unpick a brand from its marketing, and its marketing in turn from its data, so fundamental to modern marketing. We also often hear of the gap which can exist between how marketers think consumers view data and the consumers’ true feelings on the matter. This is why Acxiom recently partnered with the UK DMA to produce the first truly global analysis into consumer perceptions of data use; a survey independently executed by the Foresight Factory.

The study, conducted in ten countries around the world, looked at both commonalities and differences across various aspects of data and privacy. It’s easy for a marketing director in Europe to assume that his or her customers in Latin America will have the same attitudes around their personal data and how it is used for marketing purposes by a brand, as their customer in Germany. However, is that a fair assumption or could the attitudes differ widely?

On a macro level we found that, globally, well over half the people we surveyed (51%) were Data Pragmatists: generally happy to share their data, as long as there are benefits for doing so. Just over a quarter globally were Data Unconcerned: people demonstrating little or no concern about how their data was collected or used. And, the final group of Data Fundamentalists consisted of just under one in four; people who don’t believe in sharing data under almost every circumstance.

When you dig further into the regions, subtle but important differences begin to emerge. For example, two-thirds of German, UK and USA citizens consider the sharing of personal information to be an important part of the modern economy. Some 89% of Spaniards want more control over the volumes of their data that is stored and used, in comparison to 78% of the Dutch. More surprising are some results we were not expecting, such as the relative of the positive attitudes. For example, in Germany, often seen as a country where people are very sensitive about data privacy, we saw 34% of responders fall into the unconcerned category, the second highest after The Netherlands. Could it be that they are unconcerned because they trust the strong data protection legislation they’ve had in place long before GDPR?

It’s clear that local content, culture and exposure to data and its use all remain important considerations when it comes to specific markets, even as attitudes and options shift over time.

The global customer and a data economy

Our findings show that transparent data practice is an important element in gaining the consumers’ trust in so many businesses today when sharing their personal information. Likewise, the world has moved on significantly in its thinking about the data economy and the value exchange.

There remains a strong perception that it is businesses which benefit more than the consumer from the exchange of personal details. And yet the global data economy, which has to be developed on strong foundations of trust, control and transparency, looks to be standing on a relatively solid footing.

In particular, additional clarity around the benefits people receive in return for sharing their details is making a difference in shifting mindsets. The study found that, when looking at the numbers of people willing to pay for certain services rather than exchanging information to receive the service for free, most people would still prefer to share their data. The only two exceptions to this rule were TV and movie-streaming services and music streaming – likely as both options, already commonplace in society, offer more premium subscription models, so users have become accustomed to either accessing a free or more bespoke paid-for service.

Trading with the global consumer

These shifts in opinion when it comes to data have broader implications. We found that the global consumer base is primed to engage with the data economy, and see their data as personal property which can be traded and exchanged for better services and offers. Again, these proportions shift between one country and another, factoring in each individual region’s own situations when it comes to direct marketing and data use characteristics. However, there is a clear trend across the board from consumers about seeing their data as their property, to be traded for access to incentives and offers if they see fit. Many also see their personal information as an asset which can be used to negotiate better prices and offers with companies – pointing to a more mature relationship emerging with brands when it comes to CRM activity and future customer retention methods for businesses with their all-important and valued customer base.  Indeed, it is intriguing to think that data is already used by brands to deliver many of these benefits, but that is relatively opaque to the consumer and is something that needs to become more transparent.

So, what does all of this tell us? Data’s ubiquity is now assimilated into everyday life, and the greater majority of customers in your database are happy for it to be there. There remain some stalwart detractors from its use, but on the grand scale their numbers are decreasing as the world faces an ever more digital future. When it comes to international perspectives, it pays to keep a top-line perspective on macro trends for broad global brand and marketing insights, but balanced with each specific market’s unique mix of data legislation, experience with data use and changing, often digital, experiences in mind. Essentially, this report reminds us all yet again to orient ourselves around the consumer as the north star of our marketing activity. It gives us the best possible chance to get relevant and appropriate use of people’s data right, together.

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