As the first fines fly, it’s time to rethink trust in a new, GDPR-era of data privacy

Six months have passed since GDPR was brought in to effect, but privacy remains at the forefront of the technology conversation. Take the Starwood Hotels and Resorts data breach, which may ultimately make brand owner Marriott the world’s first significant fine under GDPR.

In light of such events,a special study in the UK and U.S. set out to gauge how internet users in the UK and U.S. perceive their online footprint and current consumer sentiment towards the modern data privacy landscape.  

The study found that the last 12 months have had a profound impact on their perceptions with 72% in these markets stating they’re more aware of how companies collect and use their personal data than they were 12 months ago.

To not only retain customers’ trust, but also fundamentally remain competitive, companies need to take heed of new GDPR privacy rules and implement changes to data collection that are beneficial for everyone.      

Trust fundamental to competing effectively 

The majority of consumers in the UK and U.S. (64%) do believe sharing personal data online can be beneficial to them, and almost 2 in 3 recognize sharing personal data online is a necessary part of the modern digital landscape.  

When asked what would most motivate them to share their personal data with companies online, having trust in a company (53%) and having the ability to access and delete the data (46%) were the most important factors for consumers across all of the demographic breaks. But as many still don’t feel in control of their data online, companies that don’t demonstrate respect for personal information will soon lose credibility and stand out from those that do.

The GDPR mobilised companies all around the world