• by Ray Schultz , July 5, 2018

Consumers worldwide are just about as trusting as they are in the U.S., according to Consumer Privacy—The Global View, a study by the UK DMA done in partnership with Acxiom and ForesightFactory.

Globally, 51% of all consumers are Data Pragmatists — people who will exchange their data for a clear benefit — compared with 58% in the U.S. The latter statistic was reported in Data Privacy: What the Consumer really thinks, a study that is apparently related, conducted by the Data & Marketing Association and Acxiom.

Yet 26% of the global respondents are Data Unconcerneds, who do not much care how their data is used. The percentage is 18% in the U.S. 

The most trusting consumers are in the Netherlands, where 35% are Data Unconcerneds. Germany ranks second, with 34% and Argentina third with 29%. 

However,  Spain has the highest percentage of Data Pragmatists — with 59%. Singapore is third, at 57%.

One half of consumers would trade data for cash payments. In the U.S., the fraction is over a third. And one third of global shoppers would trade data for personalized products and services. 

Meanwhile, 48% of global consumers would trade data to negotiate better offers. Singapore leads with 59%, while only 33% agree in the Netherlands.

Overall, 83% of consumers want more control over information, with Spain leading the way at 89%. In contrast, 78% feel that way in the Netherlands. However, consumers in the Netherlands are more aware of how their data is used and collected, compared with 40% in France. In the U.S., 66% say they are more aware.

In general, consumers want: 

• Data transparency — 86%
• Firms to have simple terms and conditions — 84%
• Have a flexible privacy policy — 82%