Consumers have positive feelings about GDPR — 56% support it and almost 40% say they have more control over how their data is used since the took effect, according to a study by BounceX.
But there is one area where they haven’t seen much improvement — email marketing.
Among UK consumers polled, 58% see no change in email communications from retail brands. For example, 38.3% say they are receiving the same volume of email that they did before GDPR, and 41.75% have not noticed any increase in email relevance.
In addition, 62% see no big improvement in targeting, or any decline.
In general, 71% of consumers are familiar with the term GDPR, and 36% now feel they have a better understanding about how brands use their data.
Also, 39.6% have a good understanding of how retail use their data, and 36% say their grasp of this has improved.
Not that consumers trust businesses overall. For example, 33.7% agree that privacy policies are now clearer and easier to understand. That would mean that two-thirds don’t.
Similarly, 33.3% trust firms to use data in the ways to which they have consented. Again, two thirds don’t, or are indifferent to the question.
And they are ready to jump — 40.4% know how to withdraw their data consent.
Millennials are more aware of GDPR than older people—56.6% know of it and understand what it means, compared to 47% of consumers aged 35 and over.
In addition, 60% of millennials support GDPR, versus 54% in the older cohort.
Of the younger group,12.3% often withdraw their consent from brands, while 20% rarely do and 17.8% never do. In contrast, only 9.7% in the 35+ range are likely to withdraw permission. Of course, only 24.5 in the latter category know how to go about it and 35% are not sure
Finally, 47% feel the brand emails they are receiving are more relevant. Only 27.5% in the 35-plus group agree, and 68% have seen no difference.
BounceX surveyed 1,000 UK consumers.