However, they are very discerning about what they share, and they are sometimes skeptical about how institutions use their data.
Americans, Europeans, and Australians feel comfortable sharing data with doctors (90%), banks (76%), and retailers (70%)—with caveats. Consumers won’t readily share personal medical history with doctors, and they say they want targeted ads from retailers but they are wary of sharing the information to enable such targeting.
Below, key findings from the report, which was based on a poll of 5,000 digitally savvy consumers in five countries (Australia, France, Germany, the US, and the UK) about how they share personal data in the retail, banking, and healthcare sectors.
Consumers understand the benefits of sharing data but remain cautious of data mining—especially European consumers.
- 39% globally describe data mining as invasive while also saying it is helpful (35%), convenient (32%), and time-saving (33%).
- Consumers in the United States are less concerned about the invasive issue (30%) compared with the other countries surveyed.
- German consumers are less willing to share personal data compared with those in the other countries surveyed.
Findings by Industry
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji