SIX OUT OF TEN European consumers are willing for their personal data to be used by marketers, provided it results in a more personalised level of service and produces tangible rewards, the annual data warehousing conference in Barcelona was told. Belying EC concerns, 67% of consumers believe that use of their data by banks and supermarkets results in a better service and more relevant product offers. However, respondents were less complimentary about airlines and cable and satellite companies, with only 27% believing that the former used personal data to offer products customers really want, whilst 71% declined to agree that the latter used customer data effectively. The survey by BMRB Financial was commissioned by NCR and sampled 6,000 consumers in the UK, France, Germany, Italy, the Netherlands and Spain.