One in five Brits happy to swap data for rewards

9 August 2017

One in five Brits happy to swap data for rewardsNew research shows that more than one in five UK consumers are willing to allow brands to collect their details in exchange for "something in return".

The poll by Affilinet highlights significant differences in attitudes to sharing personal data among UK consumers.

Overall, more than two-fifths of respondents said they refuse to allow brands to collect their personal data online. However, one-fifth said they are happy to share their details given the choice, and a further fifth say they don't mind sharing their data in exchange for something.

Of those willing to provide their personal details, the reasons were:

  • to get something in return (22%);
  • because I was given the choice (21%);
  • because my data is safe (15%);
  • because I receive relevant adverts (12%);
  • I trust the third party I am sharing data with (10%);
  • I like to share my data and help brands (8%).

Younger respondents are far more likely to share their data, the survey shows. Only 25% of 16-24 year-olds refuse to share data compared to 55% of those aged 55 and over.

Asked specifically why they share their email addresses, respondents cited discounts (33%); tailored offers (33%); tailored product recommendations (16%); and to get relevant adverts (16%). Almost one in ten said they felt "obliged".

Peter Rowe, UK managing director of Affilinet, said: "It's clear from the findings of this study that online consumers are increasingly wising up to the fact that brands shouldn't get something for nothing, and that in order to give them the privilege of having their personal data or email addresses, they need to have an incentive.

"The fact that more than a fifth of respondents also allow brands access to their personal data online if they've been given the choice of whether or not to submit it, also speaks volumes ... It's clear that two-way communication and mutual understanding is more and more important for brands looking to collect vital marketing information from customers."

As new data protection laws are set to bring the UK in line with the EU's upcoming General Data Protection Regulation (GDPR) legislation, businesses will have to ensure their data handling meets more stringent codes from May 2018. The results of a new survey released this week by Exonar show that 77% of UK businesses say they are currently on course for compliance.