New research from Webtrends has revealed that 68% of British 18-24 year olds are not worried about the amount of data they are sharing online with brands. Furthermore, only 23% think that data sharing will be viewed negatively in the future.
However, older consumers are significantly more wary: 50% of those aged 55 and over object to sharing any data with brands and 49% think that this will remain an issue in the future.
According to the study people were most likely to share their data if they were offered discounted on clothing (36%), free delivery (31%), discounted holidays and travel (28%) and discounted books (18%).
64% of people were willing to share basic information (such as name and email address) with retailers, but were more prepared to share data such as income and job title with banks and financial services providers. In contrast, only 5% of people were willing to share more personal details with charities.
