Publicis Sapient 2023 Customer Data Survey

Publicis Sapient conducted a survey of 6,000 consumers across six countries (US, UK, France, Germany, Australia, Singapore) in March 2023. The goal was to understand how consumers view sharing their data with organizations, and what factors make them more or less willing to do so.

Section 01: Are Customers Willing to Share Their Data?

The short answer is yes—many consumers are open to sharing their data if it benefits them, but only if they trust the organization.

44% are willing to share their data
24% are not willing to share their data
80% are more likely to share their data with organizations they trust

Why? People have concerns about how their data is used.

What would make people more comfortable sharing data?

51% want a clear explanation of how their data will be used
53% want the ability to delete their data at any time
46% want the ability to opt out of data sharing

Section 02: The Give and Take of Customer Data

Consumers are more likely to share their data if they receive something valuable in return.

31% are willing to share data for personalized offers
27% for improved customer service
31% for easier access to products and services

People are also extremely, very, or somewhat likely to let a single retailer store their data in exchange for:

69% Personalized offers
56% Faster checkout
53% Loyalty rewards
42% Product recommendations

Top 5 expected preferences over six markets (global data):

Personalized offers: US 70%, UK 68%, France 67%, Germany 68%, Australia 70%, Singapore 70%
Faster checkout: US 56%, UK 54%, France 55%, Germany 56%, Australia 57%, Singapore 58%
Loyalty rewards: US 54%, UK 52%, France 53%, Germany 54%, Australia 54%, Singapore 54%
Product recommendations: US 43%, UK 41%, France 42%, Germany 43%, Australia 43%, Singapore 43%

Section 03: What Types of Data Will People Share—and With Whom?

Consumers appear to be comfortable sharing certain types of data with companies:

28% Website data
26% Behavioral data
25% Buying data
18% Personal data

Among those willing to share their data, consumers are most likely to share with the following types of organizations:

28% Retailers
23% Banks
17% Healthcare
17% Government
16% Travel
14% Utilities
17% Insurance
15% Social media

Section 04: Build Trust to Gain Access to Customer Data

Customers need to feel that their data is protected. When organizations are transparent about what data they collect and how it’s used, consumers are more willing to provide information.

Consumers are three times more likely to share data with organizations they trust
Organizations should offer full control over data sharing, including the ability to delete data at any time
Consumers refuse to share data with organizations that lack transparency or have had data breaches

Section 05: Want to Know More?

Get in touch:

David Donovan
EVP, North America Financial Services Lead
david.donovan@publicissapient.com
Colin Hession
VP, Data & AI, EMEA Financial Services Lead
colin.hession@publicissapient.com

About This Research

Publicis Sapient conducted a survey of 6,000 consumers across six countries (US, UK, France, Germany, Australia, Singapore) in March 2023. The survey explored consumer attitudes toward data sharing, trust, and the value exchange with organizations.

Contact the Publicis Sapient Experience and Innovation Team

For more information about this research or to discuss how your organization can build trust and create value through data, contact us at experience@publicissapient.com or visit publicissapient.com.

Publicis Sapient 2023Customer Data Survey