Consumers are all for personalization, but just how much are they willing to share?
According to new data from digital solutions provider Avionos, it's mostly the basics, like their name, email address, gender and age—information that they've likely shared with many companies over the years.
But when it came to other personal data, like shopping preferences, hobbies or interests, as well as current location—essentially things that will help brands tailor a more personal shopping experience—they're less likely to share that information.
The study was conducted in December 2017, roughly four months before the Facebook and Cambridge Analytica news broke. But it paints a picture that consumers are certainly wary of how brands are using their personal data. And it mirrors similar sentiments from a January 2018 survey by RSA.