Around 64% of consumers likely to engage with brands collecting data directly

Consumers are more careful in sharing data with third-party collectors.

A Twilio report found that 64% of consumers in the Asia Pacific are more inclined to interact with brands that collect data directly from them over data privacy concerns.

The Consumer Data Revolution in Asia Pacific found that 72% of consumers in the region avoid websites that collect cookies which means an aversion to third-party data collectors.

"Today, consumers expect brands to protect their data and be upfront about how their data is being used,” Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan, said.

“The combination of scepticism towards third-party data and the willingness to share data with trusted brands is fueling new opportunities and forging the pathway to a healthy and sustainable data-sharing ecosystem across the region," he added.

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It also found that 42% of the respondents believe personalised ads are useful and are comfortable receiving them, whilst 52% find that such ads offer more options after they make a purchase.

Around 64% of the respondents are also more willing to share personal data if brands are transparent about data breaches and are taking steps to address them.

The report involved a survey of 1,500 APAC consumers, 250 each from Australia, Hong Kong, Indonesia, Japan, the Philippines, and Singapore.