Salesforce research: Yep, consumers are worried about their data

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Recent headlines at TechCrunch and elsewhere have been filled with news about data breaches, data misuse and other data-related scandals. But has that actually affected how consumers think about their personal data?

A new report from Salesforce Reserach sheds some light on this question. In a survey of 6,723 individuals globally, Salesforce found that 59 percent of of respondents believe their personal information is vulnerable to security breach, while 54 percent believe that the companies with that data don’t have their best interests in mind.

Respondents - Feelings - Choices - Consumers - Example

Respondents also said that these feelings will affect their choices as consumers — for example, 86 percent said that if they trust a company, they’re more likely to share their experiences, and that number goes up to 91 percent among millennials and Gen Zers.

The findings seem similar to (if more general than research from Pew showing that Americans have become more cautious and and critical in how they use Facebook.

Time - People - Degree - Personalization - Marketing

At the same time, it sounds like people do want some degree of personalization in their marketing — the same personalization that requires...

(Excerpt) Read more at: TechCrunch

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