Around 9 in 10 APAC marketers obtains zero-party data

The majority of marketers also use first-party data to expand their customer base.

About 94% of marketers in Asia Pacific (APAC) are collecting information from consumers through zero-party data as 64% of consumers are more willing to respond to brands if their information is obtained directly instead of third parties, a report by Twilio found.

In a report, Twilio said 58% of those surveyed collect the data through surveys, 52% leverage social media polls, and 51% through email campaigns.

Zero-party data are shared by consumers intentionally through surveys or other direct feedback platforms.

“This is a step in the right direction, given increased consumer expectations around consent and Transparency,” the report read.

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Aside from zero-party data, 69% of marketers rely on first-party data from consumers which are collected through customers' interaction with a brand’s channels 

They rely on first-party data because of the “inadequate visibility over third parties’ data safeguards, security policies, and procedures.” 

Around 75% of the marketers in the region also have a basic understanding of the value of first-party data, including its usefulness in personalising engagement, targeting consumers, and providing more accuracy, flexibility, and control.