Consumer Attitudes To Privacy: What Australians Really Think

Women Love Tech
on 6 June 2018

You may be shocked to hear that Australians are giving up their valuable personal data without getting equal value in return in the ongoing battle of data exchange.

The Consumer Attitudes to Privacy in Australia research, recently undertaken by the ADMA (Association for Data-Driven Marketing and Advertising) and GDMA (Global Alliance of Data-Driven Marketing Associations), gave an interesting insight into consumers’ views about the use of the data.

One third of people surveyed agreed they received improved service in return for the personal data they gave to companies. And eight out of ten surveyed want to have more control.

Highlights of the report include:

  •       Awareness of data practice is growing among Australians. Many claim to be more aware of data privacy issues due to media stories and 60% agree that they are more aware of how their data is collected and used than in the past.
  •      Trust and transparency are the most important factors for a healthy data-exchange landscape. 55% rate being able to trust an organisation as a top three reason that would make them happy with sharing personal information.
  •      While consumers on the whole understand the necessity of data exchange in the modern world, they do not always feel they receive adequate benefits for doing so.
  •       Concern over data privacy is common in Australia but there are signs comfort towards data sharing is improving.
  •       Australians see the idea of data as a personal asset that can be traded as an appealing concept and 77% would prefer to hold their own data and exchange it when they choose.
  •      While most consumers feel they should take ultimate responsibility for their data, currently Australians do not feel a great sense of control over their data sharing and data exchanges with companies.

If you haven’t already prepared for the European Union General Data Protection Regulation (GDPR) which came into force on 25 May 2018, then consider doing the course below.

The new GDPR regulates the processing of personal data and it affects companies worldwide who are doing business in the EU or with EU citizens. ADMA has partnered with the UK’s The Institute of Direct and Digital Marketing (IDM), to offer exclusively to Australians two courses to understand GDPR, an Award and a Professional Certificate. It is the only organisation to offer GDPR training for marketers. The courses are available at

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