New Survey by Sailthru Reveals Americans' Dilemma with Data

NEW YORK, June 7, 2018 /PRNewswire/ -- Sailthru, the leading personalized marketing automation technology company for retailers and publishers, today released new survey findings around consumer privacy, transparency and protection of personal data.

The company surveyed two groups of online users, individuals who downloaded their Facebook data after the Cambridge Analytic incident in March and those who did not, to explore their understanding and sentiment towards the collection of personal data. The report highlights Americans' frustration with brand transparency and indicated a strong desire for government regulation on how companies collect and use personal information.

"Personal data is not simply property to be acquired, sold and resold, but is permanently and intimately connected with a person, so it must be treated thoughtfully and respectfully," said Neil Lustig CEO of Sailthru. "As a company that helps brands personalize their customer experience across email, web, and mobile, we are closely tracking consumer sentiment so that we can help our clients develop strategies that benefit both their revenue and their consumers--before regulation tells us all how to do our jobs."

Notable findings from the research include:

• Almost 60 percent of respondents believe the U.S. government should regulate how companies use consumer data.
• Though more than half of respondents from both groups do not trust brands to keep their data safe, people who downloaded their Facebook data are slightly more likely to trust them than those who did not download it (12 percent vs. seven percent, respectively).
• More than 42 percent of all respondents from both groups are either not aware or were not sure that when using Facebook to log onto sites, those sites have access to their Facebook and personal data.
• Nearly half of all respondents from both groups will delete at least one social media account in the next 12 months.  

To learn more about insights from the survey, download the 2018 Data Privacy Report here.

About the surveys:
Sailthru commissioned SHIFT Communications to survey U.S consumers through Google Surveys about data privacy. Each survey was completed by 1,000 respondents with a 95 percent confidence level. The surveys were weighed against the U.S. Census Bureau Current Population Survey for age, gender, and region of the United States to be representative of the population. Sailthru was the sole investor in both surveys. The survey period was May 17,2018 - May 20, 2018. Data is available upon request.

About Sailthru
Sailthru helps modern marketers acquire, grow, and retain customers. With over 2Bn global consumer profiles under management, Sailthru's powerful suite of connected capabilities – including high-performance email, onsite personalization, mobile marketing automation, and unique integrations powering new customer acquisition – enables its customers to easily deliver relevant, personalized engagement across all channels, powered by machine learning and first-party data, driving higher revenue, improved customer lifetime value and reduced churn. The world's most innovative publishers, including Business Insider, Refinery29 and Mashable, and the world's fastest growing ecommerce companies, including Rent The Runway, JustFab and Alex and Ani, trust Sailthru to help them succeed. Founded in 2008, Sailthru's exceptional group of investors include Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners, and AOL Ventures. For more information, please visit www.sailthru.com

SOURCE Sailthru

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