One in Three Consumers Don't Trust Banks with Their Data, Study Finds

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Nearly one in three consumers does not trust their bank to handle their personal data responsibly, new research conducted by the Direct Marketing Association (DMA) has revealed.

According to the findings of the DMA’s inaugural Data Tracking Study, 29 per cent of the 2,027 consumers polled by online research company fast.MAP stated that they do not believe their bank can be trusted to store or use correctly the information they hold about their customers. However, nearly half of respondents expressed distrust in public service departments, and three-quarters said that political parties cannot be trusted to handle their data responsibly.

The study also reveals that consumers share the most amount of personal data when making online purchases, requesting information from a company, or requesting a free sample or money-off coupon. Additionally, just one in four of consumers have opted out of the Edited Electoral Register, but 77 per cent opt out of receiving telemarketing calls when filling out forms containing their personal details and 62 per cent opt out of receiving direct mail marketing.

Commenting on the research, the DMA’s executive director Chris Combemale says that companies need to understand under what circumstances consumers are willing to share their personal information and for what reasons.

“Thanks to identity theft and well-publicised instances of organisational data losses, consumers are understandably wary of handing over their personal details to companies unless they absolutely have to, such as when online shopping. There has to be a clear trade-off in benefits to the consumer in doing so. Companies must also respect the privilege of being handed this data, or else they face the prospect of losing customers.”

The biannual Data Tracking Study was launched to help companies identify and overcome the barriers to consumers sharing their information with brands for building relationships.

Commenting on the research, Graham Burdett, Client Service Director, Consumer Marketing Services, Equifax Ltd said: “The timing of the DMA’s first Data Tracking study couldn’t be better. With consumers increasingly concerned about security, it is crucial for companies to give consumers choice over how their personal data is used. As a business built on the integrity of our information security, Equifax has always been an advocate of best practice and we look forward to building on the learnings from this and future Data Tracking studies to help them further improve customer satisfaction.”

Paul Seabrook, director of fast.MAP, says: “It’s no surprise that people are nervous about revealing personal details since 23 per cent have experienced a security breach in the last six months which equates to about 10 million bad experiences, a frighteningly large number. People have also made it quite clear that if they give contact details in one situation this does not entitle the brand to make further contact without specific permission – especially by phone, which three quarters specifically do not want, while half don’t even want further email contact.”

The Data Tracking Study can be downloaded from
For press enquires, please contact:
Rachel Aldighieri
DMA PR Manager
Tel : 020 7291 3314 / 07801 573324
Web :

About the Direct Marketing Association

The Direct Marketing Association (DMA) is Europe’s largest and most influential professional body to serve the multi-billion pound direct marketing industry. Through its unique suite of services and programme of activities, the DMA promotes the business interests of its corporate members and drives the growth of the direct marketing industry as a whole.

The Association supports the professional and commercial development of its members through offering a range of business services, including: networking and knowledge-sharing events; cutting-edge industry studies and research; updates and analysis on the latest political and legal developments; business support tools; and specialised legal advice.

On a wider scale, the DMA UK works to maintain the industry’s self-regulatory framework by developing industry standards of best professional practice; engaging with government and other policymakers on legislative matters that affect the industry; and producing industry standards that guide the sustainable development of direct marketing. The DMA also provides thought leadership for industry, and raises its profile through an active PR programme and ongoing community initiatives. All of the DMA’s activities are directed at engendering political, commercial and consumer faith in the value of direct marketing.

About fast.MAP

About fast.MAP
fast.MAP (launched a decade ago as CCB fast.MAP) is an online, real-time research company with its roots in direct marketing. It produces fast, accurate, cost-effective insights for marketing clients and agencies. fast.MAP, the DMA’s exclusive Insight Partner and Research Champion of the Institute of Fundraising*, examines consumer behaviour and opinion to enhance company and agency decision-making.

fast.MAP’s marketing insights have resulted in its high profile in the national, marketing and business press. Its constantly refreshed and tested panel of 30,000 profiled UK adults accurately reflects national opinion. Geo-demographic profiling tools then deliver lifestyle information on specific groups of respondents (age, sex, region, income etc.) and link results to campaign targeting.

fast.MAP carries out quantitative and qualitative pre-testing of marketing concepts, ideas, incentives, writing and design in real-time for press, TV, radio and mail. Bespoke fast.TRACK projects can be broadcast within 48 hours of sign-off, to produce significant levels of response within days.

About Equifax
Equifax empowers businesses and consumers with information they can trust. A global leader in information solutions, we leverage one of the largest sources of consumer and commercial data, along with advanced analytics and proprietary technology, to create customized insights that enrich both the performance of businesses and the lives of consumers.
With a strong heritage of innovation and leadership, Equifax continuously delivers innovative solutions with the highest integrity and reliability. Businesses – large and small – rely on us for consumer and business credit intelligence, portfolio management, fraud detection, decisioning technology, marketing tools, and much more. We empower individual consumers to manage their personal credit information, protect their identity, and maximize their financial well-being.
Headquartered in Atlanta, Georgia, Equifax Inc. operates in the U.S. and 14 other countries throughout North America, Latin America and Europe. Equifax is a member of Standard & Poor’s (S&P) 500® Index. Our common stock is traded on the New York Stock Exchange under the symbol EFX.


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