Industry surveySalesforce, 2024

Only 49% of users feel companies use their data in a way that benefits them

Positioning & messaging

49%

of surveyed customers worldwide said companies use their information in a way that benefits them in 2024

Reader Note:: This is a survey result about aggregated customers, meaning consumers plus business buyers. The report text says 49% of customers think companies use their information in a way that benefits them, down from 60% in 2022. The exact survey wording and a figure-specific base are not shown in the source text. Fieldwork for 2024 ran from July 26, 2024, through August 20, 2024.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Double-blind survey of 16,585 third-party panelists worldwide: 15,015 consumers and 1,570 business buyers across 18 countries on six continents.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

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20%

chose the recommended article when the comment said “I guess this will be a great article” — against 63% for “I believe” and 63% for no qualifier at all