Consumers are getting more comfortable with sharing data
New research from GDMA (Global Data and Marketing Alliance) reveals that consumers are much more comfortable with, and even see a value in, sharing data than they ever have been previously. This is especially true if they see a clear benefit of doing so. More than half of the people surveyed (53%), across 16 countries, agree that the exchange of personal information is essential for the smooth running of modern society. The vast majority of global consumers (82%) are prepared to engage with the data economy in 2022. Trust in an organisation remains the most important factor driving consumers’ willingness to share personal information with a company. Over a third (38%) of consumers rank ‘trust in an organisation’ in the top [...]