Consumer Trust in Digital Marketing, a new survey conducted by GroupM, has found that six in 10 consumers are less likely to use a product if their data is needed for any purpose. For the study, GroupM, WPP’s media investment group, surveyed 14,000 consumers in 23 countries, asking questions related to their concerns with digital marketing techniques.

The study revealed that over half (56 per cent) of consumers want more control over their data, and 64 per cent of customers would have a negative perception of a brand if it advertised near inappropriate content. Additionally, on average, twice as many consumers agreed TV ads come off as more “positive” content, versus other forms of digital marketing formats. One-third (37 per cent) of consumers went on to say that digital ads come off as too intrusive.

“With pervasive reports of data security and privacy missteps, consumers are increasingly wary of information gathering about them as they move online,” said Christian Juhl, Global CEO of GroupM. “Media has evolved dramatically and it’s crucial the industry work collaboratively to make advertising work better for people around the world. As marketers, it’s our responsibility to ensure that we are using consumer information responsibly and transparently.”

“To make digital advertising work better for everyone, we must listen to what consumers are saying and refine our strategies accordingly,” said Chris Myers, report author and regional director, GroupM APAC. “Marketers should not pull back on digital advertising; on the contrary, they should push forward in ways that respect consumers’ evolving relationship with digital media.”