The Competition and Markets Authority (CMA) has published our factual research on the commercial use of consumer data. Together with information obtained following a call for input launched by the CMA in January 2015, this report is part of the CMA’s wider project to understand fully how businesses collect and use consumer data – including how it affects consumers, businesses, competition and the wider economy. Our research helped the CMA better understand the scope and nature of issues arising in markets making use of consumer data.
Our report focuses on the collection and use of consumer data in three sectors that together provide a wide range of factual evidence and insights into specific examples of data collection. The three example UK sectors our factual research focused on are motor insurance, clothing retail and gaming applications (apps). Our study found that in all three sectors the analysis of consumer data is ultimately driven by a desire to improve the decision making process and that collection and analysis of data is focused on areas in which there are the greatest commercial returns from making such improvements. However, in some cases improvements could be made in terms of the amount and clarity of information provided to consumers about the collection and use of their data.