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Promise of personalization has little impact on consumer willingness to share data, study reveals

The findings revealed that respondents’ willingness to share their home address dropped 10 percentage points, while personal email address dropped 7 percentage points and first and last names were down 6%. Consumers surveyed did not change their mind much about sharing personal data, even if a brand offered to use that information to better personalize their …

Promise of personalization has little impact on consumer willingness to share data, study reveals

Consumers are less likely to share their data this year than they were in 2018, according to a new study by the Advertising Research Foundation (ARF) shared with Marketing Dive. When it comes to privacy policies, those surveyed said they understand why marketers use data for targeted advertising. However, many claimed they didn’t know technical …