NEWS28 July 2014

58% of UK consumers ‘unconcerned’ about data sharing

News Privacy UK

UK — More than half of UK consumers are not concerned about how much data they share with brands, according to new research.

This figure rises to 64% when just looking at 25-34 year olds, and 68% among 18-24 year olds, according to a poll of 2,000 UK adults aged 18+ by research firm Webtrends, reported in Retail Times.

Older consumers are more cautious, with half of those aged 55+ responding that they ‘object to sharing data with brands completely’.

The research also revealed that one in three Brits could be persuaded to share personal data in exchange for special offers or discounts. More specifically: 36% would share data for a discount on clothes; 31% for free delivery and 28% for a discount on holiday or travel. The figure also changes according to the type of information requested, and who’s asking for it: 64% of Britons said they were happy to share their name and email address with a retail brand, but this figure drops to 17% when it comes to more detailed information such as home address or income level. Nearly half ( 49%) would share basic information with a travel company, dropping to 10% for more detailed information. Just 5% would share detailed information with a charity.

John Fleming, Webtrends marketing director EMEA & APAC, said: “The common perception is that Britons are terrified of ‘Big Brother’ watching them, but this isn’t quite the case when it comes to brands.

“Younger generations have grown up in a far more connected, data-centric world and often recognise the benefits of sharing personal info with their favourite brands.”