Consumer Behavior

Majority of US consumers willing to trade personal data for deals

Adobe Stock.

September 20, 2023

A majority of consumers, 87%, are willing to share personal data to get a deal or discount despite the fact that 70% are worried about privacy when it comes to AI interactions.

Those are top findings from a global survey released from UserTesting, an experience research and insights firm. The survey was conducted by OnePoll and polled U.S., U.K. and Australian consumers about the use of AI in retail, according to a press release.

Seventy-four percent of global respondents express uncertainty over how their data is being used, yet many lack a comprehensive understanding of AI. In the U.S. 86% think they understand AI, but over half are unclear on its functionalities. On a global scale, 75% claim to either have "very well" or "somewhat well" understanding of AI.

While 69% of U.S. respondents report negative experiences with AI in retail, the majority of respondents in the U.K. and Australia — 69% and 70%, respectively — indicate no such issues.

"The survey points to a complex relationship between consumers, privacy, and AI-driven retail experiences," Lija Hogan, principal experience research strategy at UserTesting, said in the release. "Retailers capitalizing on AI technology must focus on building customer trust while continuously improving the shopping experience to navigate this dynamic landscape successfully."