Consumers Skeptical About Value of Sharing Data with Retailers

Mixed reviews for the effects of the data they’ve already shared

April 17, 2017

US consumers offer mixed reviews of retailers’ use of their personal data—and they are generally doubtful that sharing additional data would do much to improve their customer experience.

Photo Credit: Flickr

In a recent survey by YouGov commissioned by customer acquisition and engagement platform [24]7, US consumers were asked about their experience with companies who had access to their personal data. The respondents were of roughly equal minds about retailers’ use of their personal data, with 42% saying that generally retailers had put it to good use, and 48% saying that they had not.

But the respondents were much less likely to expect a better experience from sharing additional data. In this case, 46% were doubtful that additional data would result in a better customer experience, compared with 36% who were generally confident it would improve things.

The survey is in line with a variety of recent studies that have found widespread skepticism about marketers’ ability to tailor relevant messages for them, and/or marketers’ willingness to respect consumer privacy.

A Pew Research Center survey conducted in January found only 14% of US consumers felt “very confident” about entrusting companies/retailers with their data. Almost the exact same number said they were not at all confident.

Among the other types of companies and institutions covered in the Pew survey, only the federal government and social media sites scored lower in terms of consumer confidence regarding their data.