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Most consumers (62%) say they worry about how their personal information is being used by marketers, according to a recent report from SDL.

Older consumers are more likely to worry about data and privacy issues than younger consumers, the survey of more than 4,000 people in three countries (the US, UK, and Australia) found:

—In the United States, 59% of consumers age 18-29 worry about data privacy, compared with 71% of consumers age 45-60.

—In the United Kingdom, only 48% of consumers 18-24 worry, compared with 63% of those age 45-54.

However, consumers are much less concerned with sharing data with trusted brands, SDL also found: 79% of respondents say they are more likely to provide personal information to a brand they have purchased from before.

Below, additional key findings from the report.

What They'll Share

  • Consumers are fairly open to sharing information about gender, age, and income with marketers.
  • Respondents say they are much less willing to share the name of their spouse, lists of family and friends, and their Social Security number.
  • Those preferences vary by country, with UK respondents especially hesitant about sharing information (nearly one-third say that they wouldn't share any personal data with brands).


  • 72% of respondents rarely or never use "Do Not Track" Web privacy features. That finding could be a reflection of the low adoption rate of the technology overall.
  • Regarding in-store tracking, 76% of respondents with smartphones say they aren't comfortable with retailers' tracking their movements, mainly because they do not understand why they are being tracked.

Brand Loyalty Programs and Giveaways

  • 49% of consumers are willing to share personal information with brands in order to join a loyalty program.
  • 41% would share personal data in exchange for free products and services.

About the research: The report was based on data from a survey of more than 4,000 consumers in the United States, the United Kingdom, and Australia.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji