Private matters

October 22, 2018

RESEARCH REPORT

In brief

The 2018 Accenture Digital Consumer Survey reveals consumers have several concerns about being connected and recognized online.
Online consumers want to have easier management of their online personal data, with 1 in every 3 finding control of online personal data difficult.
Companies most trusted with personal data include device manufacturers, telco providers and search engines.
While many consumers are comfortable interacting with chatbots, some are reluctant to provide additional info to personalize the experience.

New findings from the 2018 Accenture Digital Consumer Survey of 21,000 online consumers across the globe reveal that online consumers want to have easier management of their online personal data.

1 in every 3 find control of online personal data difficult

1 in every 3 find control of online personal data difficult

Consumers wish to have greater visibility and control over their online personal data:

55_%

Would like to have full visibility of how service providers comply with legal requirements with regards to online data

43_%

Would like to be able to approve or reject personal anonymous data to being sold to third parties

42_%

Would like to have visibility on when (anonymous) data is sold to third parties

37_%

Would like more options to approve or reject temporary access to location, camera and other functions in their devices

Companies that were most trusted with personal data included:

Search engine, device manufacturer and telco provider stats for interacting with chatbots

While many consumers are comfortable interacting with chatbots for support, some are reluctant to provide additional information to personalize the experience:

2018 Accenture Digital Consumer Survey personal data consumers are willing to provide stats

About the survey

The 2018 Accenture Digital Consumer Survey for communications, media and technology companies is based on a survey which was conducted online between October and November 2017, with 21,000 consumers in 19 countries, including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, The Netherlands, Poland, Singapore, South Africa, Spain, Sweden, The United Arab Emirates, The United Kingdom and the United States. The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 plus.