Nine out of ten Australians surveyed by specialist research agency Honeycomb Strategy believe companies should be more transparent in how they use personal data.
Honeycomb's Brands Before Breaches 2024 – A Brand Playbook For Privacy Protection has backed up what the ACCC found in its latest Digital Platform Services Inquiry report, which is that consumers are generally unaware how much of their data is collected, used and shared with data firms and other businesses,
Honeycomb's research found that 40% of Australians claim to have had their personal data compromised, but aren't even sure what type of data was leaked.
One in five are completely unaware if their data has been breached; half say they don't know how to secure their data; and two thirds of respondents don't know what they'd do if their data was compromised.
The ACCC found that long and complex privacy policies that use ambiguous language or take-it-or-leave-it terms make it difficult for consumers to understand, intentionally consent to and control what happens to their data.
Honeycomb Strategy MD John Bevitt said the ACCC's recent findings shed a stark light on the pervasive issues surrounding data collection practices.
"Consumers are becoming increasingly aware and critical of how their personal information is used, often without their informed consent or understanding," he said.
"This aligns with our own research into data privacy and brand integrity. Our study highlights that 3 in 4 consumers view undisclosed data usage as a clear misuse."
Bevitt said that in a climate where data breaches are becoming alarmingly common, transparency and trust are no longer optional but essential.
"Brands must prioritise clear communication and robust data governance to foster and maintain consumer trust," he said.
"The need for brands to go above and beyond in their data practices has never been more important. It's another wake-up call for brands to build trust through clear and transparent data practices."
Brands Before Breaches 2024 – A Brand Playbook For Privacy Protection was carried out via an online survey conducted between February 12 to 16 2024. The research audience was a nationally representative sample of n=1,018 respondents across Australia. Part of this study was also conducted in 2018 and 2023, amongst a comparable research audience.
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