Protection of data most crucial factor in building trust for 82% Indian consumers

New Delhi, July 11: Highlighting the importance for brands to prioritise data security, about 82 percent of Indian consumers stated that the protection of their personal data is one of the most crucial factors in earning their trust, a new report revealed on Thursday.

While 83 percent of consumers value knowing their devices secure their information, 74 percent approved of using their data for beneficial services, said the PwC India's latest report.

Additionally, over 66 percent were willing to share data for more personalised experiences.

"Our survey reveals three main drivers of building trust; firstly, how well do brands make life easier for their consumers; secondly, how well they connect with their consumers and finally how do they ensure inclusiveness with their consumers,” said Ravi Kapoor, Partner and Leader - Retail and Consumer sector, PwC India.