Study: Consumers give data, but for what?

Toronto – Consumers are willing share their personal data with brands — even though they feel they aren’t getting much value in return.



According to a new study from marketing loyalty and analytics provider Aimia, 80% of consumers around the world are willing to share key pieces of personal information with brands.



Yet only 8% of consumers around the world feel as though they are actually receiving better offers from companies as a result of sharing their details.



More than 80% of consumers in the 11 markets studied are willing to share personal information such as their names, email addresses and nationalities with brands. Seventy percent or more will share their dates of birth, hobbies and occupations.



Consumers around the world understand the value of their personal information to companies, with 68% globally ranking their data as valuable, and 31% ranking it as highly valuable. More than half (55%) say they will share their personal information to get better offers and rewards.



However, they are not feeling the benefits .Businesses are not using customer data to personalize and tailor customer experiences effectively. Less than one-quarter (23%) of consumers say the communications they receive from businesses are highly relevant to them.



In addition, millennial and Generation Z consumers are more willing to share their mobile phone number than other generations. For example, in the U.S., 51% of 18-24 year olds are willing to share their mobile phone numbers, compared to 30% of Baby Boomers. The average across all age groups in the U.S. to share mobile phone numbers is 43%.