2023 Results
How does your brand rank?
The consumer research was fielded in August 2023 by 3gem on behalf of the Ethical Commerce Alliance & Empathy.co and surveyed 2,008 UK consumers who shop online.
What do consumers think?
As part of the RTI, we surveyed over 2,000 online shoppers in the UK to gauge consumer sentiment and the impact of intrusive data practices on consumer trust.
100% of our respondents say they buy goods and services online highlighting how popular online shopping is and therefore, how important it is to get it right.
74%
of consumers believe online tracking practices are intrusive
This is a 5% increase from last year's RTI research
Three ways consumers are avoiding online tracking from retail brands:
23%
Shop from another retail brand
online
24%
Shop in store
PET
Use privacy enhancing technology
i.e., internet tracking blockers
80%
of consumers are aware online retail brands track and use your online browsing history
20% increase from last year's RTI research
61%
of consumers state online retail brands don't effectively communicate their tracking practices and use of cookies
75%
of consumers would avoid shopping with a retail brand that has suffered a data breach
44%
clear data privacy policies were the most important factor in building online trust with almost half of consumers
Three most important factors consumers consider before trusting online retail brands:
44%
Clear data privacy policies
43%
Transparency
38%
Cybersecurity
74%
of consumers would change their online shopping habits to avoid online tracking from retail brands