Nearly half of consumers will share data with businesses to enjoy a clear benefit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2022, 3:57 AM GMT+0

About 38% of global consumers said “trust” in the organisation is the most important factor to make them happy enough to share data.

Research from the Global Data & Marketing Alliance found 53% of global consumers agree that the exchange of personal information is crucial for the smooth running of modern society. The research also notes that 46% of global consumers feel more comfortable with exchanging data with businesses.

The statistic marks a growth from the 40% reported earlier in 2018. About 31% of the population across ten global marketers show little or no concern about data privacy.

Contrarily, 21% of consumers are unwilling to share personal information, from 23% reported in 2018. Additionally, 47% of consumers reported they are happy to exchange information as long as there is a clear benefit from doing so.

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