Consumers want to gain greater control of their personal data and benefit more from sharing it, according to a new study from Orange.
The France-based operator said its Future of Digital Trust survey showed that the treatment of personal data is a primary driver of consumer trust in organisations, and is almost as important as the quality of the core services that an organisation delivers.
Forty one percent of consumers surveyed in France, Poland, Spain and the UK said that they trusted mobile operators to use and protect their personal data.
The same percentage cited device manufacturers and ISPs, but all three trailed financial institutions, who were chosen by 51 percent of respondents.
However, 26 percent said their trust in mobile operators had waned over the past 12 months, compared to 16 percent who said trust had increased.
For device manufacturers, 19 percent said their trust had declined compare to 18 percent who said it had increased.
The net decrease could be explained by the fact that 78 percent feel that service providers hold too much information about consumer behaviour and preferences, and just 16 percent felt that the benefits associated with their personal data was being equally shared between themselves and the organisations gathering the data.
Further, 37 percent were unable to think of any organisations from any sector that are doing a good job of educating the consumer about managing their personal data.
Orange said the results showed that a lack of trust is undermining opportunities for more personalised and useful services.
“Faced with the rapid development of uses of consumer data, more needs to be done to help consumers understand and manage how their personal data is used,” commented Daniel Gurrola, Vice President, Business Vision, Orange.