New Research Reveals Two-Thirds of Consumers Would Share Personal Information if Brands Were Open About its Use

Apr 17, 2018


Customer intelligence platform Vision Critical released the findings from its recent study on consumer attitudes and expectations around the collection, usage, and storage of their personal data by brands. For this study, Vision Critical surveyed over 1,000 people in North America over the age of 18 who completed an online purchase within the last twelve months.

The report reveals data sharing and privacy preferences, with the most notable finding being that the majority of consumers (66%) would feel more comfortable sharing their personal information if brands proactively told them how it would be used. This underscores the importance of clear communication and maximum transparency when collecting and storing consumers’ personal information. The study also suggests that along with more transparency, consumers expect that sharing their personal information will add value to their overall experience as a customer.

Other key findings of the study include:

  • 58% of respondents indicated that they respond better to more personalized messages from brands.
  • Only 17% of respondents are comfortable with brands using information acquired indirectly through third parties for personalization efforts, while 80% are comfortable with brands using information shared directly to better personalize messages.
  • 42% of respondents would be more comfortable sharing personal information if they had the opportunity to change and/or delete the data being stored about them.
  • 41% of respondents are willing to share personal information to get more personalized service, offers, and for faster conflict resolution.