Study: Consumers Wary of Marketers Using Big Data

For the right brand, some personal information is OK

Big data is the name of the game for any marketer these days, but it's also under the microscope of federal regulators and privacy groups that fear marketers may be running roughshod over consumer privacy.

A new study from SDL, a content management and analytics firm, found that nearly two-thirds of consumers in the U.S. and around the world are worried about how marketers are using their personal information, and 82 percent in the U.S. aren't comfortable being tracked in stores via smartphones and WiFi.

On the plus side, 80 percent are more than willing to provide personal information to a trusted brand as long as brands are transparent about how they collect and use their information and as long as they get something in return. Infographic: SDL