A new study from customer identity management firm Gigyareveals that 68 per cent of consumers are concerned about how brands use their personal data, while 69 per cent are concerned about the security and privacy risks inherent in the increasing adoption of Internet of Things (IoT) devices, such as fitness trackers, smart watches and connected cars.

Gigya polled more than 4,000 adults in the UK and the US for its 2017 State of Consumer Privacy and Trust survey. The study also found that consumer feel brands are becoming less rigorous in their approach to personal data, with 31 per cent of respondents saying brand privacy policies are weaker now than they were 12 months ago.

When brands do adopt best practices, consumers take notice, as evidenced, Gigya says, by Facebook. The company rolled out a more transparent approach to privacy a couple of years ago, and the survey results show that of those respondents with Facebook accounts, 61 per cent have taken control of their privacy settings on Facebook. 40 per cent said they have changed their settings within the past year, 21 per cent have changed them more than 12 months ago, and an additional 23 per cent are aware they can make changes to their privacy settings.

“There is looming disconnect for brands if they don’t respond more aggressively to consumer demand for privacy and protection of their data,” said Jason Rose, senior vice president of marketing at Gigya. “Brands that put consumers in control of their privacy and deploy platforms that strengthen consumer data security will ultimately gain consumer trust. These brands will overcome the personalization-privacy disconnect and deliver on the full promise of their online strategies.”

You can access the report here.