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EXECUTIVE SUMMARY
Customer data can be a gold mine for marketers—but how can both marketers and consumers best benefit? This research explores consumers’ perceptions, preferences, sentiments, and behaviors when it comes to companies’ practices regarding the collection and usage of personal data. The findings are from The Conference Board® Global Consumer Confidence Survey, an online survey of almost 32,000 consumers in 63 markets, conducted in collaboration with Nielsen in February 2020. The sample includes 500 respondents per market, representative of each market’s online population by age and gender. This research is a collaboration between The Conference Board and Nielsen to address a timely and pressing topic of broad interest to business and policy audiences. A slide deck featuring graphics of the findings is available here.
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