Consumers will share online data in exchange for personalised offers

Eighty-six percent of online consumers say they are likely to share their personal data with brands if it means they will receive personalised offers based on their browsing history.

This was among the findings of a Consumer Engagement Report survey from data firm Merkle that polled 2,000 US consumers on their thoughts around data privacy exchanges.

Why it matters

Online consumers seem to have a sophisticated understanding of the tradeoffs between sharing personal data and receiving these offers; they see the relationship between the two as symbiotic, as long as they are getting something in return.

Takeaways

• Ninety percent of consumers “express a willingness to share more data about themselves if they have a positive experience with a brand,” Merkle’s survey found.
• Seventy percent of respondents said they “expect to receive something for their data.”
• Marketers can establish meaningful, transparent relationships with consumers by creating a “value exchange” with them; in other words, both parties receive benefits from the data’s changing-of-hands.

Sourced from Merkle