Experian have released a new piece research that explores how consumers share data, much of which is generated through social networks, and looks at how marketers can use this data to engage consumers. While younger people are far more comfortable with the idea of sharing data with brands, high numbers of people from all age groups are happy to share information and engage with brands, so long as they trust them.
The research found that as many as 82 per cent of UK consumers are happy to share their information with brands across at least one channel, showing just how much this has become part of our everyday engagement with products and companies.
Unsurprisingly, 18-24 year olds are the demographic who are most likely to share information over three channels, and this increasingly including social channels. This younger age group is also frequently the most engaged with brands.
Conversely, consumers aged over 55 were the least happy to share information about themselves, and are subsequently the hardest group for digital marketers to reach.
Overall, more than half of the respondents said that they were happy to share information using only one channel. Interestingly, of those that were happy to share, 79% of this group said that they preferred to share information over email, as opposed to the type of social networks that brands often focus on like Facebook, Twitter, and Pinterest. Although it can be seen as bit outdated, this stat shows the email still plays a critical role in digital marketing. It is likely that email is still seen as a more personal, and safer, way of engaging with a brand and sharing personal data.
Trust is vital in encouraging consumers to share personal data with brands. Younger customers have grown up sharing information online, are more comfortable sharing data with brands. Ultimately, respondents from all groups were far more likely to share insights with brands that they believe will use their data responsibly and in an appropriate manner.
how consumers are sharing data and what marketers must do to engage