• by Ray Schultz , October 18, 2021

The email address is the data point consumers least mind being collected by companies -- even as they move their shopping to digital channels, according to the 2021 Future of Marketing Survey, a two-part study from the American Marketing Association-New York, conducted by Charney Research and Toluna.

Of the consumers polled, 66% accept gathering of the email address. In addition, 55% would allow age and 54% would allow the name. 

But other details are much less acceptable: 

• Locations — 42%
• Ethnicity — 40%
• Browsing history — 29%
• Internet purchase history — 26%
• Religion — 25%
• Sexual orientation — 25%
• Party identification — 24%

Marketers generally agree, but 54% feel location is acceptable.  

Another difference is that only 24% of marketers feel consent is needed for sharing of data on buyers with other firms. In contrast. But 71% of consumers are less likely to buy from firms that do so. 

In general, consumers are more positive about martech, moving to 74% favorability, up from 44% in a similar study in 2019. 

Notably, there was a 16% uptick in positive views on virtual reality (VR) headsets, augmented reality, internet-connected appliances, artificially intelligent assistants, personalized ads, micro-influencers and smart speakers.

However, only 38% are favorable toward “dream-tech,” or playing ads at bedtime to influence dreams. Another 32% are opposed and 30% unsure. 

Overall, 78% agree that shopping is easier in the wake of the COVID-19 pandemic, while 75% say it is quicker, 75% feel that they are now better informed and 73% think it is more fun. But almost identical percentages have fears about martech. 

For example, 78% of consumers worry martech use will lead to a loss of privacy, and 73% that they are under constant surveillance. Also, 77% feel martech allows liars, hackers, and bots to spread misinformation, and 68% fear it causes isolation and depression.

“Companies need to use this technology, but they also need to be genuinely responsive to customer concerns about it,” states Jason Revzon, president of AMA-NY.