Facebook was seen as the source of personal data that reveal the most about a person, with 26 percent of respondents to a survey of more than 2,000 U.K. consumers citing the social network.
Following Facebook on the survey, conducted by YouGov and commissioned by Informatica, were:
Bank statements, 24 percent
Search-engine history, 14 percent
Credit-card statements, 11 percent
Twitter profiles, 1 percent
The survey also found that five times as many 18- to 34-year-olds would use their Facebook credentials to log into a website without being offered incentives to do so (10 percent versus 2 percent), and more than three times would do so if provided a discount or offer (20 percent versus 6 percent).
Informatica Chief Marketing Officer and Senior Vice President of Enablement and Informatica University Chris Boorman said:
There is clearly a trust issue over data in the U.K., which could easily be addressed through better communication. Consumers want to know what their personal data will be used for and how the privacy of that information will be upheld. The younger generation is spot-on: They feed the likes of Facebook and search-engine histories with more information about themselves than any other sources. With this in mind, there’s an opportunity here for organizations to be more transparent with consumers when it comes to how they plan to use their personal information and what’s in it for the consumer. Achieve this, and companies can forge stronger relationships with their customers.