The research highlights that 58 per cent of Brits are surprisingly relaxed when it comes to sharing data with brands, with 18-24 year olds being the least concerned. However consumers aged 55 and over are much more cautious, with half objecting to sharing data with brands completely. Similarly, only 23 per cent of 18-24 year olds believe data sharing will be viewed negatively in the future. John Fleming, Webtrends Marketing Director EMEA & APAC, says: “Younger generations have grown up in a far more connected, data-centric world and often recognise the benefits of sharing personal info with their favourite brands. And with only 19 per cent of respondents saying they don’t like receiving personalised content from brands, it paints a clear picture that attitudes are continually evolving. “This opens the door for companies to be more creative and innovative in how they use customer data. For example, we’re starting to see exciting steps forward in the field of contextual personalisation, which brings together historical online data with real-time factors such as the user’s device, location and time of day to create a uniquely personal, in-the-moment experience. “Increasingly we’re seeing brands use this to close the offline and online loop – using known online behaviour to drive sales in-store through the use of new technologies such as Apple’s iBeacons. Relevancy ultimately breeds trust, and as brands continue to enhance and personalise their customers’ experiences, the perception of these brands improves and data sharing increases.” It was highlighted that even reluctant Brits can be persuaded to share personal data in exchange for special offers or discounts. A free lunch won’t quite cut it, but one in three say they could be persuaded to give up their personal data for a discount on clothes (36 per cent), free delivery (31 per cent) or a discount on a holiday or travel (28 per cent). But there’s a big difference when it comes to the type of business requesting consumers’ data. For example, 64 per cent of Britons are happy to share their name and email address with a retail brand, but this reduces to just 17 per cent when it comes to more detailed information, such as their home address or income level. Likewise, while 49 per cent would share basic info with a travel company, when asked for detailed information this drastically reduces to ten per cent. And just five per cent of people say they would share this level of detail with a charity. By Shané Schutte
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