Most UK consumers will share data

Warc, 28 July 2014

LONDON: More than half (58%) of British consumers are unconcerned about how much data they share with brands, a percentage which rises to more than two-thirds (68%) among 18-24 year-olds, a new survey has revealed.

According to a poll of 2,000 UK adults aged 18 and over by research firm Webtrends, just 23% of these younger consumers believe data-sharing will be viewed negatively in the future, Retail Times reported.

And nearly two-thirds (64%) of 25-34 year-olds are also relaxed about sharing data, although older consumers are more sceptical, the report found.

Half of consumers aged 55 and over object to sharing data with brands completely and another half (49%) believe data-sharing will be viewed negatively in the future.

John Fleming, marketing director EMEA and APAC at Webtrends, said it isn't surprising that young consumers are willing to share their personal information with brands.

"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," he said.

The research also revealed the main drivers for encouraging UK consumers to share personal data. These include a discount on clothes (36%), free delivery (31%) or a discount on a holiday or travel (28%).

They are most willing to share their name and email address with retailers (64%), but this falls to just 17% when asked for more detailed information, such as their income level or home address.

Almost half (49%) would share information with a travel brand, but this declines to 10% when asked for more detailed data. They are most reluctant to share greater detail with charities – only 5% say they would do so.

"Brands often have to compete with legacy perceptions," Fleming explained. "For example, people may have had a bad experience with a charity using their information for persistent communications and telemarketing."

But he said brands could overcome these perceptions by making better use of the data they have available.

"Brands can personalise their communications, time them more appropriately and engage with their customers in the way they prefer, which leads to greater brand perception, loyalty and trust – a win-win-win," he said.

Data sourced from Retail Times; additional content by Warc