Publicis Sapient conducted research across more than 6,700 consumers globally to examine the evolution of customer data, how brands use it, and how willing people are to share it.
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 recognize the value of their data and are more willing to share it in exchange for something in return:
People are also “extremely/very/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 selective about the types of organizations they share with:
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:
All information and data in this report are from the 2023 Publicis Sapient Customer Data Survey.
Jill Steele
Global Head of Data, Customer & Marketing Transformation
jill.steele@publicissapient.com
David Poole
Global Head of Data & AI
david.poole@publicissapient.com
For more information, visit publicissapient.com
The 2023 Publicis Sapient Customer Data Survey was conducted by Publicis Sapient in partnership with Dynata, a global online market research firm. The survey was fielded in March 2023 and included 6,700 respondents across the United States, Canada, United Kingdom, France, Germany, Australia, and Singapore. Respondents were adults aged 18 and older who have made an online purchase in the past 12 months.
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.