This is a info graph of the consumer of 2015. Its says meet Mike. He never loses sight of his iPhone. He is very opinionated and not afraid to share his opinion on social media. He does not trust advertising and only connect with brands he feels are authentic. He conditioned expect everything immediately and now.

Here is another info graphic but about marketing data and consumer privacy and what consumer really think. It shows that more than half are concerned that their private information is used for marketing purposes. Contradicting are that most people do not use “do not track” features. 40 % would give up personal information in exchange for free products. More than half of people do not read privacy policies online before making a purchase but most people expect consumer protection groups to monitor how brands use their personal data

We talked about the benefit of Big Data for consumers so we thought to include some downside as well. For instance Big Data knows you are broke.

Data brokers sell list of people with financial issues to marketers. Data brokers get this information about tracking your browser, the credit card you apply for, surveys you take and other sources. The media broker Media list, says the list feature “highly responsive opportunity seekers” who are ripe for promotional offers, contests and other “opportunities to make easy money” Basically taking advantage of people and their situation.

Data brokers also collect and sell consumer information such as list of seniors with dementia, people with medical condition and crime victims.

Marketers buy this data so they can target shoppers based on their condition.

The question is of course if its ethical that highly sensitive data are used for marketing purposes?

Another case that have gotten a lot of attention the last weeks is the “pregnant woman case”. About the pregnant woman