Consumers more confident in how brands handle their data post-GDPR

Two in five consumers (41%) say they are more comfortable and confident that brands are handling their data correctly thanks to the introduction of the General Data Protection Regulation (GDPR) in May 2018. Furthermore, fewer people find themselves often questioning how a brand got their data in the first place than a year ago, according to the ‘ Consumer email tracker 2019’ report.
The research, conducted by the DMA and supported by dotdigital, delves into consumers’ perceptions and preferences when it comes to the channel most (59%) prefer brands to get in touch through – email. In 2018, consumers believe they received less email than ever before, estimating this at around 57 per week to their personal inboxes – down from 73 in 2017 – and less than half of these (44%) are actually from brands. Read more…