DUP: To Share Or Not To Share

To share or not to share What consumers really think about sharing their personal information By Gina Pingitore, Vikram Rao, Kristin Cavallaro, and Kruttika Dwivedi How willing are consumers we surveyed more than 8,500 consumers in six different to share their data? countries1 on how they feel about sharing personal infor- mation with businesses, comparing their answers with 2 It’s no secret that many companies rely heavily on con- equivalent data collected in 2012 and 2014. Here are sumer-generated data to inform many activities, from the highlights of what we found. product development and strategic planning to targeted marketing campaigns. When the information is used Have consumer privacy effectively, however, it is the consumer who may ulti- concerns changed over the mately benefit, as it can enable companies to enhance the customer experience and provide innovative prod- last decade? ucts and services. But how willing are consumers to pro- vide their information, and what concerns do they have Data security remains a hot-button issue, with a variety about sharing and protecting it? In partnership with of well-known and respected companies reporting that SSI, a global provider of data solutions and technology the data of more than 250 million of their consumers were stolen or compromised in 2014 alone.3 for consumer and business-to-business survey research, As connected 1