Points more popular than personalisation for data sharing consumer finds study

9th March 2018

More than 50 per cent of UK consumers are willing to share their personal data in return for reward points, according to a new report from OnBuy.com.

The company used data from the Information Commissioner’s Office (ICO), Callcredit UK, and Mindshare, which surveyed more than 6,000 consumers, to compile the report.

It found that consumers make clear distinctions about what data they are prepared to share, and what would make them uncomfortable.

The study reports that 60 per cent of consumers want brands to be more transparent about how their data is being used. The same proportion would be uncomfortable sharing private conversations from messaging platforms, while 51 per cent would be uncomfortable with their internet search history being shared. Sharing fitness tracker data is least likely to make consumers uncomfortable – just 32 per cent of consumers be uncomfortable sharing this.

However, in certain situations consumers were more willing to share their data. OnBuy found that 54 per cent would hare data for rewards points, and 53 per cent for financial incentives or cash rewards.

Consumers were least enthusiastic about receiving personalised rewards or recommendations, with just 16 per cent prepared to share personal data for this.

“With multiple organisations suffering from high-profile breaches, data now more than ever is a major consideration for consumers. As consumers comprehend what their data can reveal about them, organisations have a key role in alleviating any concerns they may have,” says OnBuy managing director Cas Paton. “This research certainly shows that there are certain incentives which will entice UK consumers more than others to share their personal data but when organisations use incentives – they must do so responsibly and with a clear purpose”.