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Engaging with Digital Consumers

Kunden gewähren Zugriff auf persönliche Daten sofern sie Vorteile daraus haben

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Konsumenten sind weltweit bereit, Unternehmen Zugriff auf persönliche Daten zu erlauben, sofern sie klar erkennbare Vorteile daraus ziehen können.

Consumers worldwide overwhelmingly will share personal information to get better service from their doctors, bank and retailers; however, they are very discerning about how they share. Today’s digital consumers are complicated and sometimes skeptical about how institutions use their data, according to a global independent survey of consumers around the world commissioned by Infosys.

Americans, Europeans and Australians feel comfortable sharing data with doctors (90 percent), banks (76 percent) and retailers (70 percent); however, the research shows contrasting nuances. Consumers won’t readily share personal medical history with doctors. They say they want targeted ads yet are wary of sharing the information to enable this. The study shows consumers understand the benefits of sharing data but remain cautious of data mining (especially in Europe): 39 percent globally describe data mining as invasive while also saying it is helpful (35 percent), convenient (32 percent) and time saving (33 percent). Consumers in the United States are less concerned about the invasive issue (30 percent) than in the other countries surveyed, while German consumers are less willing to share personal data than in other countries.

Banking

Security = Loyalty: 82 percent of respondents expect their bank to mine personal data to protect against fraud. It’s so important an issue that just over three quarters (76 percent) would even consider changing banks if a competitor offered assurances that their data and money would be safer

Digital communication conundrum: There is a communications challenge for banks: 63 percent of consumers want banks to communicate with them about their account or transaction information via alerts to mobiles or smart phones; however only 32 percent frequently share information on these devices

Are banks reassuring customers enough? Despite these clear concerns about security more than a third of consumers (35 percent) still feel that their current bank or financial institution does not have a clear process for addressing fraudulent issues

The global research polled 5,000 digitally savvy consumers in five countries about how they trade personal data in the retail, banking, and healthcare sectors. The study shows the key challenge facing business is to navigate the complex behaviors consumers display when sharing their personal data.

 

Quelle: Infosys

Die Studie kann „Engaging with Digital Consumers“ hier heruntergeladen werden.

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