People are increasingly aware that organisations are collecting, using, retaining and disclosing their information, including buying and selling it. And they are growing uneasy: when does ‘helpfully close’ cross the line to become ‘creepy and intrusive’?
The digital economy has allowed organisations to collect more information about their customers than ever before. Consumers benefit from this closeness by receiving an easier, better, and more customised experience.
But while consumers understand their data is being collected and the organisations they deal with on a daily basis are potentially using it in a number of unknown ways, indiscriminate personal data collection risks alienating consumers and 'creeping them out'.
KPMG asked 500 consumers a series of questions to understand in what circumstances they felt comfortable or uneasy about the use of their personal data – to discover where Australians would ‘draw the line’ on what they consider acceptable or unacceptable when it comes to handling and use of their data.
This survey is part of a wider study titled: Crossing the line – staying on the right side of consumer privacy, where KPMG surveyed 7,000 consumers in 24 countries to investigate what would be considered appropriate handling and use of data.
For companies seeking to use consumer data to personalise their marketing and services to the individual, build brand loyalty and develop better products, it is important they understand that although opinions on privacy vary around the globe, it is clear that, more than anything, consumers value privacy over convenience.
Read more in the full report: Drawing the line – Australians on consumer privacy (PDF 1.8MB)
Access the global report: Crossing the line – staying on the right side of consumer privacy (PDF 3.7MB)
Read our media release – Creepy or cool? KPMG survey reveals consumers’ data privacy concerns