September 30, 2023

Digital Marketing Education

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Nielsen lays off 9%, MRC wants to look at YouTube data and parents grow skeptical of brands’ data grab: Datacenter Weekly

Parents are growing more skeptical of brand intentions

“Most parents believe brands care more about collecting their data than giving them a good experience with the brand, according to a new study from McCann Worldgroup,” Ad Age’s Maia Vines reports.

The details: “That finding is part of McCann’s ‘Truth About Modern Families’ survey conducted among more than 55,000 people in 28 markets, including group discussions in the U.S., U.K., France and China,” Vines notes. “Eighty-one percent of parents surveyed said brands care more about their data than their experience; and 66% of parents say when it comes to making good parenting decisions, there is too much conflicting information out there. That marks an increase from 53% in 2015.”

Essential context: “The study is considered a follow-up to one conducted eight years ago that centered solely on mothers,” Vines adds. “Unlike that study, the current iteration included families without children, recognizing the so-called child-free-by-choice movement.”

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