How To Get Consumers To Share Personal Data—Provide Value

Marigold finds the most effective tactics in creating a value exchange with consumers includes discounts, coupons, bonus rewards and exclusive access.

Marigold, in partnership with Econsultancy, released its 2023 Digital Consumer Trends Index report, which reports that over 90% of consumers would share personal or preference data in exchange for a discount, coupon or bonus reward points. Consumers will also readily share their information in return for early or exclusive access or for the opportunity to win a prize.

More from the report:

• Consumers will willingly trade their behavioral data, like their hobbies and interests (70%) for better service.
• Consumers are more wary about sharing their real-time location (31%) or photos (29%) with a brand or company.
• 59% of consumers will happily pay more to purchase from their favorite brands, which has increased 4% since 2022.
  

For more insights, download the full report here.