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\u201cForms that ask for your mother’s maiden name before you can even unlock a coupon do nothing to engage, build a relationship or earn trust,\u201d said Jonathan Lacoste, president of Jebbit. \u201cThere is no clear initial value exchange. Instead, they annoy and turn off consumers immediately.\u201d<\/p>\n
In a November 2018 survey by\u00a0Jebbit<\/a>\u00a0of 1,000 US adult smartphone users, 35.9% of respondents said that asking for too much information leads them to distrust a brand. Public data scandals led 28.0% of respondents to distrust brands when providing their personal information. Those who were surveyed seem to be more bothered by being asked to provide too much information than by issues like data breaches.<\/p>\n \u201cRespondents are annoyed about brands asking for too much information because they do not yet trust the brands enough to provide that information,\u201d Lacoste said.<\/p>\n While users may be annoyed when directly asked for too much information, it should be noted that much of the data marketers collect is harvested\u00a0without users\u2019 direct consent<\/a>. Simply browsing the web\u00a0generates massive data trails<\/a>\u00a0that marketers can put to use.<\/p>\n What\u2019s frustrating for many people is that they are often unaware of how marketers use their data after obtaining it. In a July 2018 survey by Mobile Ecosystem Forum of 6,500 smartphone users worldwide ages 17 and older, just 27% of respondents felt they\u00a0had some control<\/a>\u00a0over how their personal data is used by mobile apps and services. An additional 36% of respondents felt they had no control over how apps use their data.<\/p>\n![\"\"](\"http:\/\/www.ceo-na.com\/wp-content\/uploads\/2019\/02\/Captura-de-pantalla-2019-02-18-a-las-16.11.09.png\")
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