56% of US consumers don’t mind sharing their data in exchange for promotions and offers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 29, 2019, 4:34 AM UTC

Only 6% of respondents would be “extremely likely” to do so.

This article cites a study conducted by RIS News which revealed that 56% of US consumers, in exchange for special promotions and offers, would be “at least somewhat likely” to be digitally identified by a retailer in-store. The study polled 3,000 consumers in the US.

But, 45% of those polled are not willing to be identified in such a manner. The details that consumers could agree to part with are their birthdays at 39%, their favourite drink at 35%, their favourite social media outlet at 38% and, at 31%, the source of entertainment they prefer.

Additionally, at 48%, customers are most likely to allow retailers to send them location-based reminders about an offer or a reward. Receiving alerts and offers while being in-store follows at 41%.   

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