New EU data protection laws that come into effect next year will require consumers to opt in to marketing messages, rather than opt out – which is the current norm. A recent report by fast MAP, in partnership with Tangible and Opt-4, found that only 29% of people would choose to opt in to marketing messages, while 51% would not opt out.
The report, based on the responses of 1,175 participants, aims to outline the impact the EU’s new data protection rules will have on brands, and it seems they will be badly hit. According to the report, if a brand wants to share information with third parties such as special offers, only 18% of people would agree to receive such emails, while 82% would pass.
Younger people, however, are more likely to say yes to sharing information, compared to older demographics. Almost a quarter (23%) of respondents aged 18 to 24 would say “yes” to opt in, compared to 18% of people aged 45 to 54, and 13% of people aged between 55 and 64.
Banks top the list of the types of companies’ people are willing to share their data with – 73% of respondents are happy to share their information with such businesses. Utility companies came next with 46%, with online retailers (35%), supermarkets (34%) and telecoms companies (23%) following. Only 8% of respondents are happy to share information with publishers and software companies.
However, these figures differ when the age of the consumer is taken into consideration; only 66% of people aged 18 to 34 are comfortable sharing information with banks, compared to 82% of respondents aged 55 to 64.