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.
The short answer is yes—many consumers are open to sharing their data if it benefits them, but only if they trust the organization.
Why? People have concerns about how their data is used.
What would make people more comfortable sharing data?
Consumers are more likely to share their data if they receive something valuable in return.
People are also extremely, very, or somewhat likely to let a single retailer store their data in exchange for:
Top 5 expected preferences over six markets (global data):
Consumers appear to be comfortable sharing certain types of data with companies:
Among those willing to share their data, consumers are most likely to share with the following types of organizations:
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.
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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.