Most consumers 'don't think GDPR has improved brand experience'

Josh Hall's picture

The largest proportion of consumers don't believe GDPR has improved their overall experience with brands.

This is according to new research commissioned by Marketing Week, which found that just 31 per cent of consumers believe their experience has got better since the introduction of the new rules.

As GDPR approaches its first anniversary, the trade publication conducted the research with Ipsos Mori. It found that 46 per cent of respondents didn't believe things had improved, while 17 per cent said their brand experience had actually got worse since GDPR came into force.

Nearly a third (31 per cent) said it's now easier to make choices about how companies use their personal data - but nearly the same amount (28 per cent) said the opposite.

The figures are likely to cause concern for the architects of GDPR, which was designed to restore power to consumers when it comes to the use of their private information.

But there is some good news for brands: nearly half (47 per cent) of respondents said that they trust companies that let them control how their data is used, while 37 per cent said they will spend more money with those brands as a direct result of the way they deal with data.

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