Most consumers are willing to share their email address with a brand, but they are hesitant to share other information, such as their phone number, shopping history, real-time location, and income, according to recent research from SAP Hybris.
The report was based on data from a survey of 20,000+ consumers in 20 countries.
Some 80% of the surveyed consumers say they are willing to share some personal information with brands.
However, consumers' willingness to share information varies significantly by country. For example, only 52% of Japanese consumers are willing to share personal information with brands, whereas 92% of Indian consumers are willing to share personal information. Overall, more than half of global consumers are willing to share their email address with brands.