1 in 3 Consumers Will Share Data if They Trust the Brand or For Discounts

According to statistics from a DMA survey of 1,020 adults, 1 in 3 consumers now regard their personal information as a tradable commodity. These consumers are prepared to share their details for marketing purposes, as long as they trust the brand in question, while others would ‘sell’ their data for a discount.

The following infographic from DMA shows the 3 types of consumers and in what circumstances and reasons will they share their personal information to brands.

The Three Types of Consumers:

1. Data Pragmatists (53%)
People who are willing to exchange reasonable amounts of data with brands for free servicdes or better benefits

2. Unconcerned (31%)
Consumers who don’t really care who they share their information to and what will it be used for.

3. Data Fundamentalists (16%)
Generally opposed to sharing their information unless they have a compelling reason to.

Which type of consumer do you think you are? For brands, it will help them understand what strategies and types of promotions will ever work or not for their targeted audience and consumers.