67% of consumers “have left a site due to concerns about how their data is used”

Study shows that 81% of consumers are concerned about how brands handle their personal data, despite GDPR and big tech players Apple and Google introducing new privacy policies.

New research from Motive.co reveals an alarming level of consumer distrust and concern when it comes to online data privacy. 81% of Brits stated that they are concerned about the use of their personal data and a whopping 95% feel it's important that their data is protected when online.

The insights form part of the launch of new ecommerce platform Motive Commerce Search, designed with privacy at its core to help small to medium-sized retailers offer an enhanced online shopping experience that respects people’s rights to data privacy.

The study highlights heightened consumer awareness when it comes to online privacy - a trend ecommerce retailers need to embrace if they’re to adapt to new consumer preferences.

The need for ecommerce solutions that respect customer data privacy has never been greater: over two-thirds (67%) of consumers surveyed said they had actually left a site due to concerns about how their data might be used. Additionally, 8 out of 10 (83%) said they had concerns about their data being tracked, captured and sold on to advertisers when accepting a website’s consent banner and privacy policy.

The top 5 places online where consumers felt their data was at most risk was as follows:

Jonathan Newman, COO at Motive.co said “It’s vital that all retailers, no matter their size, provide consumers with an online shopping experience that they can trust and enjoy. What this study shows is the high value that consumers place on their personal data. We want to empower retailers to not only provide enhanced online shopping experiences that can compete with big brands, but to also create and cultivate consumer trust and loyalty through a non-intrusive and privacy-first approach.”

Better communication with consumers needed

The research also highlights the significant challenges that lay ahead and the importance for companies and retailers to effectively communicate their data privacy practices. Over half of consumers (52%) admitted they don’t understand what they are agreeing to when clicking on consent banners online and almost three quarters (74%) find the privacy policies themselves hard to understand.

This not only has an impact on the trust consumers place in brands to handle their data with care but diminishes the customer experience when online. Almost 90% of consumers (88%) find consent banners annoying and two-thirds (67%) have left a website due to difficulty with navigating these banners.

The research was fielded in May 2022. 2,019 UK consumers were surveyed by Perspectus Global on behalf of Motive.co. Motive.co is headquartered in Asturias with offices in Galicia and the UK.