78% of consumers want digital services to help manage information shared online

Today’s consumer is putting pressure on brands to use personal information collected online to tailor services and help them get more done, new research suggests.

The research – taken from Microsoft Advertising’s bi-annual Digital Trends report – found that 56% of UK consumers are looking for technology to help filter the messages they see; while 78% want digital services to help manage information shared online.

The report also uncovered clear insights for brands, online service providers and advertisers to help them to serve target audiences more effectively, without breaking their trust.

Three quarters (75%) are aware that digital data can be used to exchange for rewards or better experiences so brands must talk in the language consumers understand. In addition, 42% are interested in these exchanges, showing that consumers are more open to sharing personal data – as long as they’re clear on where it is going and how it is used.

“Consumers’ relationship with technology and their perceptions of data continue to change, presenting huge opportunities for marketers,” comments Stuart Flint, UK Sales Director at Microsoft Advertising.

“Brands must keep pace, listening and reacting to consumers’ wants and needs. The breadth of Microsoft’s devices and services means that we have a unique understanding of consumer behaviour and this insight is central to how we deliver campaigns for clients. This research affirms our belief that making experiences seamless across multiple devices is what is required to drive the industry forwards.”

The Microsoft Digital Trends 2015 study – last conducted in 2013 – polled more than 13,000 consumers in 13 different global markets, and tracked how the eight most important trends identified in the original report have evolved over the last two years.