Crossing the line

The digital economy has allowed organizations to collect more information about their customers than ever before. Consumers benefit from this closeness by receiving an easier, better, and more customized experience.

But while consumers understand their data is being collected and the organizations they deal with on a daily basis are potentially using it in a number of unknown ways, indiscriminate personal data collection risks alienating consumers and ‘creeping them out’.

KPMG asked almost 7,000 consumers in 24 countries a series of questions to understand in what circumstances they felt comfortable or uneasy about the use of their personal data – to understand what is considered ‘crossing the line’.

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