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At the start of 2014, Mintel predicted that consumers would be looking for greater privacy, but also greater functionality from their data. One year later, they find that not only is this happening, but that consumers are increasingly concerned and confused about their data.
In the UK, Mintel’s research shows that no less than 96% of consumers have at least one concern when it comes to online security and/or use of their online information. This is a country with a long-standing concerns around ‘being watched’.
How should this trend be used in marketing?
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