In this era of the empowered customer, companies must understand that, while data and consumer insights may be available at every turn, preserving privacy breeds trust. With technology becoming increasingly invasive, consumers are growing wary of the safety measures in place as identity theft and data breaches gain prevalence in the public eye. Most wonder how feeding this information to their favorite brands will impact them in the future. Yet, while such sentiment could hinder customer relationships, companies have the opportunity to generate a dialogue that promotes transparency and loyalty.

SDL's "Marketing Data and Consumer Privacy: What Your Customers REALLY Think" report explores the average consumers' behaviors and expectations, highlighting how their perceptions influence their willingness to share data. The study, which surveyed more than 4,000 consumers across the U.S., U.K., and Australia, focuses on how customers feel about current marketing practices and the benefits of increased transparency. While consumers are worried about how marketers are using their personal information, many would be open to sharing such data if the benefits were clearly outlined upfront.

The following statistics examine consumers' primary concerns with today's privacy practices and the importance of developing transparency to deliver value: