The research was commissioned by SAS and conducted by research company 3GEM. Between May and June 2018, 1,000 consumers in the UK and 850 consumers in the Republic of Ireland were surveyed. GDPR: The right to remain private What businesses need to know about consumer attitudes to GDPR rights CONSUMERS EMBRACED GDPR FASTER THAN EXPECTED THE FACEBOOK/CAMBRIDGE ANALYTICA EFFECT CONSUMERS ARE SENSITIVE TO DATA ERRORS OR MISUSE OF DATA CONSUMERS ARE SENSITIVE TO POOR USE OF DATA PREPARED TO CHALLENGE AUTOMATED DECISIONS YOUNGER CONSUMERS ARE MORE WILLING TO SHARE DATA IF THERE IS A TRADE-OFF Planning to activate new GDPR rights Already exercised rights or plan to do so within next year This news story has significantly affected sentiment among consumers: Organisations need to be vigilant in how they handle customer data Consumers are most likely to activate rights if they A third of consumers would activate rights following receipt of: Almost half (47%) of those aged 18-24 willing to rescind erasure of data if assured it will not be shared without their consent, the highest proportion of any age group. They are much less likely to activate their data rights if receive incentive such as: BANKING FINANCIAL REWARDS INSURANCE RETAIL MAY 2017 MAY 2018 48 % 56 % Close to half of consumers will act on their new rights after only one ‘data mistake’ Receive unwanted emails Irrelevant adverts Irrelevant product recommendations Nearly a third will allow two-to-five occasional mistakes each year Another third will not settle for anything - if they discover an organisation has misused their data, they will withdraw permission to use it entirely 46 % 31 % 31 % 56% 50% 40% 31% 30 % 35 % Discover data has been sold without their consent Are subjected to inaccurate profiling or find that the information held about them is wrong Half would exercise right to challenge if technology was used to not approve a loan/ mortgage/ account upgrade Nearly half would do the same if automation was used not to grant insurance or if used to process claims Retailers & supermarkets also potential targets, a third would remove consent if data used to automate offers 56% 52% Irrelevant deals/incentives 31 % FREE MERCHANDISE PERSONALISED SERVICE Research Methodology To download the report go to www.sas.com/uk/gdprsurvey SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2018, SAS Institute Inc. All rights reserved. 1779210UK0718 76 % 35 % 24 % 17 % Businesses can easily have customer data withdrawn – meaning a loss of precious customer insight & revenue as they struggle to personalise services. It is important that businesses have analytical capability to extract accurate insights from customer data to avoid frustrating them with poorly targeted communications. There is a need for transparency - it is important that organisations understand the exact model lineage and how every decision in that process is made. Three-quarters of those aware of this news say they have either activated rights, plan to stop sharing as much information or are reviewing their rights because of it. Organisations needed to be prepared for data requests from the beginning and should expect many more over the coming months and beyond.

CONSUMERS EMBRACED GDPR FASTER THAN EXPECTED€¦ · consumers embraced gdpr faster than expected the facebook/cambridge analytica effect consumers are sensitive to data errors or

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Page 1: CONSUMERS EMBRACED GDPR FASTER THAN EXPECTED€¦ · consumers embraced gdpr faster than expected the facebook/cambridge analytica effect consumers are sensitive to data errors or

The research was commissioned by SAS and conducted by research company 3GEM. Between May and June 2018, 1,000 consumers in the UK and 850 consumers in the Republic of Ireland were surveyed.

GDPR: The right to remain private What businesses need to know about consumer

attitudes to GDPR rights

CONSUMERS EMBRACED GDPR FASTER THAN EXPECTED

THE FACEBOOK/CAMBRIDGE ANALYTICA EFFECT

CONSUMERS ARE SENSITIVE TO DATA ERRORS OR MISUSE OF DATA

CONSUMERS ARE SENSITIVE TO POOR USE OF DATA

PREPARED TO CHALLENGE AUTOMATED DECISIONS

YOUNGER CONSUMERS ARE MORE WILLING TO SHAREDATA IF THERE IS A TRADE-OFF

Planning to activatenew GDPR rights

Already exercised rights orplan to do so within next year

This news story has significantly a�ected sentiment among consumers:

Organisations need to be vigilant in how they handle customer data

Consumers are most likely to activate rights if they

A third of consumers would activate rights following receipt of:

Almost half (47%) of those aged 18-24 willing to rescind erasure of data if assuredit will not be shared without their consent, the highest proportion of any age group.

They are much less likely to activate their data rightsif receive incentive such as:

BANKING

FINANCIALREWARDS

INSURANCE RETAIL

MAY 2017 MAY 2018

48% 56%

Close to half ofconsumers will act ontheir new rights after

only one ‘data mistake’

Receive unwantedemails

Irrelevantadverts

Irrelevant productrecommendations

Nearly a third will allowtwo-to-five occasional

mistakes each year

Another third will not settle for anything - if they discover an organisationhas misused their data, they will withdraw permission to use it entirely

46% 31%

31%

56%

50% 40% 31%

30%35%

Discover data hasbeen sold without

their consent

Are subjected to inaccurate profiling or find that the information

held about them is wrong

Half would exercise rightto challenge if technology was

used to not approve a loan/mortgage/ account upgrade

Nearly half would do thesame if automation was used

not to grant insurance or ifused to process claims

Retailers & supermarketsalso potential targets, a third

would remove consent ifdata used to automate o�ers

56%52%

Irrelevantdeals/incentives

31%

FREEMERCHANDISE

PERSONALISEDSERVICE

Research Methodology

To download the report go to www.sas.com/uk/gdprsurvey

SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc in the USA and other countries. ® indicates USA registration.Other brand and product names are trademarks of their respective companies. Copyright © 2018, SAS Institute Inc. All rights reserved. 1779210UK0718

76%

35% 24% 17%

Businesses can easily have customer data withdrawn – meaning a loss of precious customer insight & revenue as they struggle to personalise services.

It is important that businesses have analytical capability to extract accurate insights from customer data to avoid frustrating them with

poorly targeted communications.

There is a need for transparency - it is important that organisations understand the exact model lineage and how every decision in that process is made.

Three-quarters of those aware of this news say they have either activated rights, plan to stop sharing as much information or are reviewing their rights because of it.

Organisations needed to be prepared for data requests from thebeginning and should expect many more over the coming months and beyond.