1. Consumer Trust Consumer Survey Results
Sharon Brant
Head of Market Insights
March 30, 2018

2. Online survey conducted with Socratic Technologies through an online consumer panel in March Consumers Ages 18+

3. Key Takeaways
The iPad, Echo/Home, and Fitbit are the gadgets that most people own or have owned in the past
Males and Millennials tend to own these devices to a higher degree than do Females and all other generations
, Name, Address, and Birthday are among the pieces of information people are most OK sharing, while Social Security Number, access to their contacts, and their photo’s are the least likely to be shared
Males and Females generally feel the same about types of information they are willing to share
Retirees are the most sensitive generation overall, rating all the types of information they are willing to share the lowest
When asked what offers may prompt people to share information, the most highly rated items are related to gift cards, reduced shipping, or better pricing. However, external verification from a service such as TRUSTe, VeriSign, or BBB is also rated highly as a motivator
Millennials and Gen Z are much more influenced by discounts than are Gen X, Boomers, and Retirees
Type of affiliated organization overall does not appear to have a significant affect on people’s willingness to share information
However, Males are more likely to be influenced than are Females
And the younger you are, the more likely you are to be influenced by an affiliated organization

4. Key Takeaways
People in general see app or website customization based on personal information sharing as more helpful than creepy
Data being shared between App’s or websites is ranked as the most creepy, though overall still fairly low
What people view as helpful or creepy does not vary much by gender although Retirees and Boomers rate these activities as creepy far more than do younger generations
Almost two-thirds of people are ok with companies collecting data about them to better understand their behavior and for marketing purposes
Males tend to be more comfortable than are Females, and younger generations more so than older generations
Almost two-thirds of people are unfamiliar with the European General Data Protection Regulation (GDPR)
Millennials are the most familiar with Retirees being the least
Those who do know about GDPR are generally in favor of it
When asked what role the government should play in directing what companies can do with your information, most people (84%) believe they should play a major or at least a limited role
Retirees feel strongest of any generation that the government should play no role, while Millennials feel strongly the opposite

5. Gender Comparison

6. iPad, Amazon Echo/Google Home, and a Fitbit are the most commonly owned items
Mobile Wallet users overall adopt these technologies 2.5 times more often than non-mobile wallet users
Device Ownership, Past Ownership
Total Sample
Total, n=
503
Apple iPad tablet (any model)
Amazon Echo or Google Home
Fitbit fitness tracker
Apple Watch
GoPro video camera (any model)
Microsoft Surface tablet (any model)
Nest home thermostat
Android Watch
Video doorbell (such as Ring)
Occulus Rift
Own or Have Owned
Letters denote significant differences at the 95% confidence level. M360. Do you own or have you heard of any of the following devices or products?

7. In almost every category Males mention owning or having owned technology products more often than Females
Women rival male ownership in only Apple iPad’s and Fitbit fitness trackers
Device Ownership, Past Ownership
By Gender
Total, n=
242, 261
Apple iPad tablet (any model)
Amazon Echo or Google Home
Fitbit fitness tracker
Apple Watch
GoPro video camera (any model)
Microsoft Surface tablet (any model)
Nest home thermostat
Android Watch
Video doorbell (such as Ring)
Occulus Rift
Male (a)
Female (b) b b b b b b b
Letters denote significant differences at the 95% confidence level. M360. Do you own or have you heard of any of the following devices or products?

8. As might be expected people are most protective of their social security number and their personal contacts
Among those items that people are most sensitive about sharing, Females are generally more sensitive than Males
Overall Opinion About Sharing Sensitive Data
Total
Male
(a)
Female
(b)
Total, n=
503
242
261
Full name
Address
Birthday
Device Information
Location Services
Credit Card, PayPal
Permission to listen
Photo/selfie
Social network activity
IP address
Photos/Photo gallery
Search of contacts
SSN
Totally OK, Probably Would a
Less
Sensitive b b
More
Sensitive b b b b b
Letters denote significant differences at the 95% confidence level. M361. Generally, how sensitive are you about sharing each type of information shown below?

9. Amazon gift card is the item that would most prompt people to share information
External verification from VeriSign, TRUSTe, BBB, etc. is also a strong motivator for half. It is the only non-price/discount item among the top 5 motivators
What Prompts You To Share Sensitive Data
Total
Male
(a)
Female
(b)
Total, n=
503
242
261
$5 Amazon gift card
Free shipping on next order
External Verification
Members-only pricing
10% discount
Privacy policy
Personalized offers/discounts
$5 Starbucks gift card
Favorable reviews
Store browse/purchase history
Customer Recommendations
Much, Somewhat More Likely b b
Letters denote significant differences at the 95% confidence level. M362. What impact, if any, would each of the following have on your likelihood to share information?

10. Affiliated volunteer organizations are the most influential types of organizations that people would trust, but by only 2 in 5 overall
Males overall are more influenced by organizations than are Females
Much, Somewhat More Likely
Does Organization Type Prompts You To Share Sensitive Data
Total
Male
(a)
Female
(b)
Total, n=
503
242
261
Volunteer organization you belong to
Locally owned/independent store in your area
Religious organization you belong to
Charitable organization
Social club you belong to (fitness group, sports club)
Large national retailer
Chain restaurant (fast food, casual dining, etc.)
Professional sports team in your area
Social networks (facebook, Instagram)
Search engines (Google, Yahoo!, Bing)
Youth group/team b b b b b b b b b b
Letters denote significant differences at the 95% confidence level. M363. What impact, if any, would it have if each of the following companies is asking for your information?

11. Helpful or Creepy?
How Is Your Information Used –
Helpful, Somewhat Helpful
Total
Total, n=
503
You receive offers/coupons for products at a retailer during your visit at the store
You receive price comparison information on products in your online shopping cart
Site/app remembers your payment and shipping information or future purchases
You receive offers/discounts when you are located close to selected retailers or restaurants
You receive offers/discounts to other store and restaurants that may be affiliated with the company you shared your information with
Single sign-on/Using your login for one site/app to access other sites/apps
Site/app you are using makes recommendations based on your shopping/browsing history
You receive a thank you or text for your purchase
You receive text messages to your phone about promotions at stores and restaurants you recently visited
Single sign-on/If your login for one site/app shares personal information with other sites/apps about shopping interests, payment and shipping information
Creepy
Helpful
Overall people generally view these activities as more helpful than creepy.
In the moment coupons and price comparisons rank as the most helpful
Location based discounts may be more risky as they are noted as helpful by half, but also creepy by a quarter of people
Cross App/Website SSO is viewed as the least helpful and most creepy activity ! !
Letters denote significant differences at the 95% confidence level.
M364. What impact, if any, would it have if each of the following companies is asking for your information?

12. There is little variation in what people rate as helpful between Males and Females
How Is Your Information Used –
Helpful, Somewhat Helpful
Total
Male
(a)
Female
(b)
Total, n=
503
242
261
You receive offers/coupons for products at a retailer during your visit at the store
64%
63%
66%
You receive price comparison information on products in your online shopping cart
60%
57%
Site/app remembers your payment and shipping information or future purchases
55%
58%
52%
You receive offers/discounts when you are located close to selected retailers or restaurants
50%
47%
You receive offers/discounts to other store and restaurants that may be affiliated with the company you shared your information with
48%
53%
45%
Single sign-on/Using your login for one site/app to access other sites/apps
51%
Site/app you are using makes recommendations based on your shopping/browsing history
43%
You receive a thank you or text for your purchase
49%
41%
You receive text messages to your phone about promotions at stores and restaurants you recently visited
44%
46%
42%
Single sign-on/If your login for one site/app shares personal information with other sites/apps about shopping interests, payment and shipping information
39% b
35%
Letters denote significant differences at the 95% confidence level. M364. What impact, if any, would it have if each of the following companies is asking for your information?

13. Cross website/app data sharing ranks as the creepiest of all ways peoples’ information can be used
Males and Females are in general agreement on what they rank as creepy
How Is Your Information Used –
Just Creepy, Somewhat Creepy
Total
Male
(a)
Female
(b)
Total, n=
503
242
261
Single sign-on/If your login for one site/app shares personal information with other sites/apps about shopping interests, payment and shipping information
33%
30%
36%
You receive text messages to your phone about promotions at stores and restaurants you recently visited
27%
26%
28%
You receive offers/discounts when you are located close to selected retailers or restaurants
25%
24%
Site/app you are using makes recommendations based on your shopping/browsing history
22%
19%
Single sign-on/Using your login for one site/app to access other sites/apps
20%
You receive offers/discounts to other store and restaurants that may be affiliated with the company you shared your information with
21%
17%
Site/app remembers your payment and shipping information or future purchases
18%
16%
You receive a thank you or text for your purchase
14%
12%
You receive price comparison information on products in your online shopping cart
13%
You receive offers/coupons for products at a retailer during your visit at the store
11%
Letters denote significant differences at the 95% confidence level. M364. What impact, if any, would it have if each of the following companies is asking for your information?

14. Most people, Males and Females, are at least probably ok with sharing information without giving access to PII, 64% overall
Familiarity with GDPR is low, but higher among Males over Females
Ok, Familiar, In Favor
Total
Male
(a)
Female
(b)
Total, n=
104
108 92
Assume companies collect data through your computer or phone to better understand you for marketing purposes, but have no access to PII.
How familiar are you with General Data Protection Regulation (GDPR)
Generally, what do you think of General Data Protection Regulation (GDPR)
What role should government agencies have in telling companies how they can use PII
Probably, Know a little, Undecided
Probably not, Does not matter
No, Never heard, Not in favor b
59%
64% a
69% b b a
More Government Role
Less Government Role a b
Major
Limited
None
Letters denote significant differences at the 95% confidence level. M365-M368. What impact, if any, would it have if each of the following companies is asking for your information?

15. Generation Comparison

16. Millennials have the highest penetration of ownership with Retirees the lowest at only 8%
iPad has the highest penetration across all generations
20%
28%
20%
15% 8%
Own or Have Owned
Overall Opinion About Sharing Sensitive Data
Gen Z
(a)
Millennials
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
Apple iPad tablet
Amazon Echo/Google Home
Fitbit fitness tracker
Apple Watch
GoPro video camera
Microsoft Surface tablet
Nest home thermostat
Android Watch
Occulus Rift
Video doorbell de de
ade
ade e e e e de de de e e de e e e
cde e e e ce e e e
cde e
cde cd
Letters denote significant differences at the 95% confidence level. M360. Do you own or have you heard of any of the following devices or products?

17. Overall, Retirees are the most sensitive generation with Millennials being the least.
While there is a difference across generations in how sensitive people are, there is general agreement about what they are sensitive about
47%
53%
44%
40%
28%
Least Sensitive
Most Sensitive
Totally OK, Probably Would
Overall Opinion About Sharing Sensitive Data
Gen Z
(a)
Millennials
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92 e
Full name
Address
Birthday de
Device Information
Location Services
Credit Card, PayPal
Permission to listen
Photo/selfie
Social network activity
IP address
acde
Photos/Photo gallery
cde
Search of contacts
SSN
Letters denote significant differences at the 95% confidence level. M361. Generally, how sensitive are you about sharing each type of information shown below?

18. Retirees are also the least influenced group based on promotions and personalization with the Millennials being the most influenced
56%
58%
45%
36%
26%
Much, Somewhat More Likely
Most Influenced
Least Influenced
What Prompts You To
Share Sensitive Data
Gen Z
(a)
Millennials
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
$5 Amazon gift card e
cde
Free shipping on next order
External Verification (TRUSTe, VeriSign, etc.) de
Members-only pricing
10% discount d
Privacy policy
Personalized offers/discounts
$5 Starbucks gift card
Favorable reviews
Store browse/purchase history
Customer Recommendations
Letters denote significant differences at the 95% confidence level. M362. What impact, if any, would each of the following have on your likelihood to share information?

19. Again Retirees are the least influenced by the type of organization collecting and using personal data
50%
46%
27%
20%
16%
Much, Somewhat More Likely
Most Influenced
Least Influenced
Does Organization Type Prompts You To
Share Sensitive Data
Gen Z
(a)
Millennials
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
Volunteer organization you belong to
cde e
Locally owned/independent store in your area de
Religious organization you belong to cd d
Charitable organization
Social club you belong to (fitness group, sports club)
Large national retailer
Chain restaurant (fast food, casual dining, etc.)
Professional sports team in your area
Social networks (facebook, Instagram)
Search engines (Google, Yahoo!, Bing)
Youth group/team
Letters denote significant differences at the 95% confidence level. M363. What impact, if any, would it have if each of the following companies is asking for your information?

20. Retirees and Boomers in general see these services to be less helpful than do Gen Z, Gen X, and Millennials
Much, Somewhat More Likely
How Is Your Information Used –
Helpful, Somewhat Helpful
Gen Z
(a)
Millennial
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
You receive offers/coupons for products at a retailer during your visit at the store
69% e
74% de
56%
48%
You receive price comparison information on products in your online shopping cart
73%
76%
71%
46%
38%
Site/app remembers your payment and shipping information or future purchases
67%
72%
cde
53%
49%
36%
You receive offers/discounts when you are located close to selected retailers or restaurants
70%
65%
51%
42%
28%
You receive offers/discounts to other store and restaurants that may be affiliated with the company you shared your information with
61%
64%
40%
26%
Single sign-on/Using your login for one site/app to access other sites/apps
57%
17%
Site/app you are using makes recommendations based on your shopping/browsing history
58%
55%
39%
You receive a thank you or text for your purchase
45%
30%
You receive text messages to your phone about promotions at stores and restaurants you recently visited
23%
Single sign-on/If your login for one site/app shares personal information with other sites/apps about shopping interests, payment and shipping information
60%
29%
14%
Letters denote significant differences at the 95% confidence level. M364. What impact, if any, would it have if each of the following companies is asking for your information?

21. Retirees are much more likely to find these services to be creepy as compared to Gen Z, Millennials, and Gen Xers
Much, Somewhat More Likely
How Is Your Information Used –
Just Creepy, Somewhat Creepy
Gen Z
(a)
Millennial
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
Single sign-on/If your login for one site/app shares personal information with other sites/apps about shopping interests, payment and shipping information
16%
18%
29%
39% ab
61%
abcd
You receive text messages to your phone about promotions at stores and restaurants you recently visited
23%
17%
24%
30% b
43%
You receive offers/discounts when you are located close to selected retailers or restaurants
11%
15%
31%
38%
abc
Site/app you are using makes recommendations based on your shopping/browsing history
Single sign-on/Using your login for one site/app to access other sites/apps
14%
13%
12%
You receive offers/discounts to other store and restaurants that may be affiliated with the company you shared your information with
28%
Site/app remembers your payment and shipping information or future purchases 9%
21%
You receive a thank you or text for your purchase
10%
22%
You receive price comparison information on products in your online shopping cart 7% 8% c
You receive offers/coupons for products at a retailer during your visit at the store
19% bc
Letters denote significant differences at the 95% confidence level. M364. What impact, if any, would it have if each of the following companies is asking for your information?

22. Millennials are the most comfortable with information being shared, the most familiar with GDPR, the most in favor of it, and they believe most in having the government play a major role in overseeing companies that collect that data
Ok, Familiar, In Favor
Gen Z
(a)
Millennials
(b)
Gen X
(c)
Boomers
(d)
Retirees
(e)
Total, n= 96
103
104
108 92
Assume companies collect data through your computer or phone to better understand you for marketing purposes, but have no access to PII.
How familiar are you with General Data Protection Regulation (GDPR)
Generally, what do you think of General Data Protection Regulation (GDPR)
What role should government agencies have in telling companies how they can use PII
Probably, Know a little, Undecided
Probably not, Does not matter
No, Never heard, Not in favor
59%
42%
74%
63%
79%
Major
Limited
None
Letters denote significant differences at the 95% confidence level. M365-M368. What impact, if any, would it have if each of the following companies is asking for your information?