Consumers are increasingly aware of the value of their personal data and, according to the IPG Mediabrands/Microsoft research, 45% are willing to share that data in return for ads that are of use to them. In fact, 48% were aware that their digital data had real value.
The survey among over 8,000 consumers in 8 markets (US, UK, Sweden, Czech Republic, Russia, Germany, Brazil and China) reveals that even more, 59%, said they would be more willing to make a purchase from a brand that offers a reward for giving up their data.
“Technology is beginning to recede from something that is just a device or a website, into people’s physical, social and cultural environment,” said Bill Buxton, a principal researcher at Microsoft. “It should quietly augment, nurture and facilitate our lives – not as intrusions, but as companions, that work seamlessly together and make our lives better.”
According to Sue Moseley, Chief Performance Officer, Initiative, “The research reveals that in the future, there will be a step change in consumers’ expectations of brands. Consumers and brands will enter a series of value exchanges where they will continuously negotiate the terms of the exchange.”
Last month, research carried out among gamers by The Future Laboratory for Confused.com found that more than half would hand over personal information in return for a reward. Dubbed PIPsters (Personal Information Players), this group of tech-savvy consumers were aware that their personal information is in great demand, and they are happy for it to be used as along as they get something in return.
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