Publicis Sapient conducted research across more than 6,700 consumers globally to examine the evolution of consumer views on data, how brands can utilize it, and where it can go next.
Our research reveals that many consumers globally are not willing to share their data with any business.
Why? People have concerns about how their data is used.
What would make people more comfortable sharing data?
Consumers realize the value of their data and are more willing to share it in exchange for something in return.
People are also extremely, very, or somewhat likely to opt in to share their data in exchange for:
Consumers globally are comfortable sharing certain types of data with companies:
Among those willing to share their data, consumers are most likely to share with certain types of organizations:
Consumers are clear: after so long, concerns about how data is used can only be solved with trust. These measures can help organizations earn more trust:
Let’s talk about how to build trust with data.
Global Head of Data, Publicis Sapient
jill.steele@publicissapient.com
Global Head of Data Science, Publicis Sapient
david.poole@publicissapient.com
Or visit us online at publicissapient.com
Publicis Sapient conducted a global survey of 6,700 consumers in the U.S., U.K., France, Germany, Australia, Singapore, and Hong Kong in January 2023. The survey was conducted online by a third-party research firm. The results are representative of the online population in each country, with quotas set for age, gender, and region.
Publicis Sapient is a digital business transformation partner helping established organizations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers. We help unlock value through a start-up mindset and modern methods, fusing strategy, consulting, and customer experience with agile engineering and problem-solving creativity. As digital pioneers with 20,000 people and 53 offices around the globe, our experience spanning technology, data sciences, consulting, and customer obsession—combined with our culture of curiosity and relentlessness—enables us to accelerate our clients’ businesses through designing the products and services their customers truly value.
Learn more at publicissapient.com
Consumers realize the value of their data and are more willing to share it in exchange for something in return.