Publicis Sapient conducted a survey of 6,700 consumers across 20 countries to understand how people view sharing their data with organizations, and what makes them more or less willing to do so.
Nearly half (44%) of consumers say they are willing to share their data with companies, while 24% are not willing to share their data. Notably, 80% of consumers are willing to share their data if it means receiving a better experience.
Why? People have concerns about how their data is used.
What would make people more comfortable sharing data?
Consumers are divided on what motivates them to share their data:
When asked about their likelihood to let a single retailer store their data in exchange for specific benefits, consumers responded as follows:
Looking at responses by country for these use cases:
| Use Case | US | UK | DE | FR | AU | SG |
|---|---|---|---|---|---|---|
| Discounts | 74% | 66% | 66% | 67% | 70% | 70% |
| Loyalty rewards | 62% | 54% | 54% | 54% | 60% | 62% |
| Personalized recommendations | 54% | 48% | 50% | 50% | 54% | 62% |
| Faster checkout | 44% | 38% | 38% | 38% | 44% | 54% |
Consumers appear to be comfortable sharing certain types of data with companies:
Among those willing to share their data, consumers are more likely to share with certain types of organizations:
Customers need to feel that their concerns about data use have been addressed. When trust is earned, customers are more willing to provide data that is useful. To build this trust:
Jill Standish
Senior Managing Director, Global Lead, Retail
jill.standish@publicissapient.com
Colin Hession
Senior Director, Retail Strategy & Consulting
colin.hession@publicissapient.com
Publicis Sapient conducted a survey of 6,700 consumers across 20 countries in 2023 to understand how people view sharing their data with organizations, and what makes them more or less willing to do so. The survey was conducted online and included respondents from the US, UK, Germany, France, Australia, and Singapore.
Publicis Sapient’s Experience and Innovation team helps organizations create customer experiences that drive business growth. We combine human insight, data, and technology to help clients understand their customers, design better experiences, and deliver measurable results. To learn more, contact us at experience@publicissapient.com or visit publicissapient.com.