Consumer Behavior

Consumers willing to share personal data for better customer experience

Photo: Generated by AI. Adobe Stock.

October 1, 2024

Just about half of consumers, 48%, would share their data if it meant a better brand experience and 30% would exchange data for cash and goods.

Those are findings from a Jack Morton study, "Experience Better/Insights," regarding consumer data privacy and brand trust.

The report polled 5,000 consumers in the U.S., U.K., UAE, Kingdom of Saudi Arabia and Singapore, according to a press release.

Additional findings include:

• Despite the rise of AI, consumers remain cautious about sharing their data. While more than 61% of US consumers previously insisted on keeping their data private, this number has dropped to 52% post-ChatGPT. Older consumers (50 and older) are particularly keen to maintain data privacy (76%) compared to younger (18-29) consumers (42%).
• More than half (63%) of consumers expect AI-driven brand experiences to be more engaging, personalized (59%), relevant (57%), and environmentally friendly (57%). The ability of AI to deliver a one-to-one experience at scale is a significant draw for consumers willing to share their data.

"We're in the thick of the AI era, and the arrival of tools like ChatGPT mark a major shift in brand-consumer relationships. The opportunity for scalable personalized experiences is clear, but brands must be very clear about the value consumers receive in exchange for their data," Joe Panepinto, PhD, SVP, executive strategy director, and global head of learning and engagement at Jack Morton, said in the release.