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.
In the United States, 52% of consumers say they are willing to share their email address with brands.
Only 37% of US consumers are willing to share their shopping history and preferences with brands, whereas 64% of Russian consumers are willing to share that information.
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