More Consumers are Willing to Share Data in Return for Personalization

When it comes to personalization, data is king. It allows businesses to offer tailored experiences, product recommendations, and content to their customers.

However, this treasure trove of data comes with significant privacy concerns. Striking the right balance between data collection and personalization is the challenge marketers face.

However, according to recent research, more consumers are willing to share their data in exchange for more personalized experiences.

According to research by Airship, there is a growing willingness by consumers to share their data including email addresses, interests, communication preferences, and more.

Topping the list are:

  • Email Address – 86%
  • Interests relevant to the brand – 78%
  • Name- 77%
  • Communication preferences – 70%
  • Browsing data on the brand’s website or app – 66%
  • Demographics – 62%

The Value Exchange: Data for Personalization

Consumers are generally willing to share their data when they perceive a fair value exchange. For example, according to the research, this includes:

  • 41% – Recommendations and offers based on past behavior or purchases
  • 40% – Personalization based on interests and preferences
  • 34% – Content and offers targeted by location

Source: Business Wire

Building Trust Through Transparency

To encourage consumers to share their data, businesses must prioritize transparency and data security:

  • Communicate your data collection practices clearly in privacy policies, using straightforward language that consumers can understand.
  • Give consumers control by offering opt-in choices for data sharing and allowing them to easily opt-out if they change their minds.
  • Invest in data security measures to protect consumer data and communicate these efforts to build trust.
  • When possible, anonymize data to protect individual identities while still deriving valuable insights.

Loyalty Programs and Rewards

Loyalty programs and rewards offer a compelling way to encourage consumers to share their data for personalization.

Leverage the data users share to provide highly personalized product recommendations. Offer exclusive discounts or early access to items that align with their preferences and purchase history.

For example, if a user shares their love for hiking and adventure travel, your loyalty program could offer them exclusive discounts on outdoor gear or travel experiences related to their interests.

When’s Your Birthday?

Birthdays offer a unique opportunity to create a personal connection with your customers and boost sales. By encouraging consumers to share their birthdays, businesses can engage with personalized offers and freebies that not only make customers feel valued but also boost brand loyalty.

Utilize the data from customers’ profiles, such as their past purchases and preferences, to provide personalized product recommendations. Suggest items that align with their tastes and interests, making their birthday shopping experience more enjoyable.


Consumers are well aware of the value of their data, but they are also increasingly open to sharing it with brands that offer personalized offers and recommendations. Trust, convenience, transparency, and a commitment to value exchange are all key factors that drive this willingness. It’s a win-win situation where consumers get more relevant experiences, and brands gain valuable insights to boost sales and brand loyalty.

Get Your First-Party Data In Order

Are you ready to revolutionize your data-driven strategies and foster a deeper understanding of your customers? As privacy regulations evolve and the demise of cookies approaches, marketers must embrace 1st party data to adapt to the new digital landscape. In this comprehensive eBook, we sail to the island of 1st party data and show you how to leverage these insights to find your marketing gold and power campaign success.

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