News

Europeans don’t trust brands with personal data

Almost three quarters of European internet users expect brands to handle their personal data responsibly, but only 34% actually trust brands to do so, according to G2’s eCulturesEurope report.

Sixty-four percent of Europeans said that personal space and information is the most important demand when interacting with brands online.

While almost half of respondents generally browse and research brands, products and services online, fewer than half of those with privacy concerns will complete the sales transaction online, opting instead to purchase in a traditional store.

Consumers in the UK (77%), Germany (73%) and France (71%) have the highest expectations on brands to handle their data responsibly while Russia had the least.

Romanians (65%) and Russians (65%) are the most worried about their online data security, while the UK (52%), France (51%) and Germany (43%) were the least concerned about privacy.

“Europe’s consumers are sending a clear message to brands that do business online – respect for their privacy, personal space and information is of utmost importance,” says G2 EMEA chief executive Pietro Leone. “Consumers expect brands to protect their data and have their privacy at the forefront of their business. Our analysis also shows that due to this expectation of brands to handle personal data responsibly, consumers are open for brands to increase communication and engagement about their privacy policy.”

The eCulturesEurope report polled 6,572 consumers across the UK, Spain, France, Germany, Romania and Russia.

Jenni Baker, London