GDPR Inspires Confidence In Many Consumers, But 35% Opt Out Of Email

With the one-year anniversary of GDPR just a few days away, new findings have emerged, showing that the law is drawing mixed reviews from consumers.

For instance, a study by TrustArc shows that 36% trust online companies with their data more now than they did prior to GDPR. And 28% agree strongly with that statement.

In contrast, 22% disagree, although few feel strongly about it, and 37% are neutral.

But 35% have opted out or unsubscribed from email marketing in the past 12 months, and 23% have opted out or not consented to cookie installation.

And a third lack confidence that they can tell whether a firm is GRPD-compliant, versus 25% who believe they can.

At the same time -- in what could be the next step in the process -- 57% are more likely to use websites that have a certification mark seal showing they are compliant. An 56% would be more prone to doing business with a company.

Still, only 34% agree that enforcement has worked well, and only 8% say so strongly. Another 39% do not agree or disagree, and only 14% don’t believe it.

TrustArc surveyed 2,230 people in the UK.

Meanwhile, within companies, 62% of millennial workers have noticed changes in technology and customer data policies since GDPR took effect, according to a global study by Snow Software. But that view is shared by only those in the boomer age group. 

Also, 44% of younger workers feel their data is more protected, compared with 21% of the older people.

The feeling is stronger in Europe, where over 70% have noticed stricter policies, versus 40% of U.S. marketers. The Asia-Pacific response is stronger than that in the U.S., with 61% agreeing that their data is more protected.

In addition, 48% in APAC think their information is more protected, compared with 40% of Europeans. But only 38% of Americans concur — most seem to feel nothing has changed. 

In one alarming finding, 83% of those in APAC and 72% in the U.S. feel the technology industry needs more regulation, while in Europe, 68% agree. 

Europeans are in no way feeling sanguine about technology. While 23% apiece are feeling safe and hopeful, 20% apiece feel vulnerable.

In America, 29% of workers feel vulnerable and 19% have no strong feelings about technology regulations. Younger workers feel hopeful (32%), safe (29%) and vulnerable (24%). And 15% have no strong feelings about technology regulations, whereas 37% of older employees do.

Yet 33% in Europe and APAC have noticed and are more annoyed by pop-ups and opt-ins. And 37% of American workers haven’t noticed more of these ads than before. People at small companies — those with 10 employees or less — were more annoyed by pop-ups and opt-ins.

Management-level staffers are more likely to feel their data is more safe under GDPR — 55% of vice presidents and C-level executives agree, along with 52% of directors and 47% of managers. But only 26% of specialists would agree with them. 

Snow Software surveyed over 3,000 employees throughout the U.S., EMEA and APAC.



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