PUBLISHED DATE: 2025-08-14 08:08:16
Publicis Sapient 2023
Customer Data Survey
Publicis Sapient conducted a survey of 6,000 consumers across six countries to understand how they view sharing their data with organizations, and what makes them more or less willing to do so.
Section 01: Are Customers Willing to Share Their Data?
The short answer is: many are not, unless they see a real benefit in doing so.
- 44% of consumers are not willing to share their data.
- 24% are neutral.
- 80% of those willing to share their data want a clear benefit in exchange.
Why? People have concerns about how data is used.
What would make people more comfortable sharing data?
- 51% want to know how their data will be used.
- 53% want to know their data will be kept safe.
- 46% want to know their data will not be sold.
Section 02: The Give and Take of Customer Data
- 31% of consumers are willing to share their data for a benefit.
- 23% are neutral.
- 31% are not willing to share their data, even for a benefit.
Consumers are most willing to share their data in exchange for:
- 69%: Discounts or special offers
- 56%: Loyalty rewards
- 53%: Personalized recommendations
- 42%: Faster or easier service
Breakdown by country for types of benefits consumers are willing to exchange data for:
- Discounts or special offers: US 74%, UK 66%, DE 66%, FR 67%, AU 68%, SG 72%
- Loyalty rewards: US 62%, UK 54%, DE 54%, FR 54%, AU 54%, SG 62%
- Personalized recommendations: US 54%, UK 50%, DE 51%, FR 54%, AU 54%, SG 56%
- Faster or easier service: US 44%, UK 38%, DE 41%, FR 44%, AU 44%, SG 48%
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 certain types of organizations:
- 28%: Retailers
- 23%: Banks
- 17%: Healthcare
- 17%: Government
- 16%: Travel
- 14%: Utilities
- 17%: Insurance
- 15%: Telecom
Section 04: Build Trust to Gain Access to Customer Data
Customers need to feel that their concerns about data safety and use are being addressed. When trust is built, customers are more willing to provide data that is useful.
To strengthen trust, organizations should:
- Be transparent about how data will be used, and who will have access to it.
- Offer tailored rewards and benefits in exchange for data sharing.
- Reduce the risks associated with data sharing by investing in security.
Section 05: Who to Contact
Kelly Bannon
SVP, Managing Partner, Publicis Sapient
kelly.bannon@publicissapient.com
Chris Hogan
VP, Managing Partner, Publicis Sapient
chris.hogan@publicissapient.com
About This Research
Publicis Sapient conducted a survey of 6,000 consumers across six countries (US, UK, Germany, France, Australia, Singapore) in March 2023. The survey explored consumer attitudes toward data sharing, including willingness to share, types of data shared, and perceived benefits and risks.
Contact the Publicis Sapient Experience and Innovation Team
For more information about this research or to discuss how your organization can build trust and drive value through customer data, please contact us at experience@publicissapient.com. For more insights, visit publicissapient.com.
Publicis Sapient
www.publicissapient.com
Key Points:
- Are customers willing to share their data?
- Why? People have concerns about how data is used.
- Build trust to gain access to customer data. Customers need to feel that their concerns about data safety and use are being addressed. When trust is built, customers are more willing to provide data that is useful.