Half Of Global Consumers Would Trade Data For Cash: Study

Consumers worldwide are just about as trusting as they are in the U.S., according to Consumer Privacy—The Global View, a study by the UK DMA done in partnership with Acxiom and ForesightFactory.

Globally, 51% of all consumers are Data Pragmatists — people who will exchange their data for a clear benefit — compared with 58% in the U.S. The latter statistic was reported in Data Privacy: What the Consumer really thinks, a study that is apparently related, conducted by the Data & Marketing Association and Acxiom.

Yet 26% of the global respondents are Data Unconcerneds, who do not much care how their data is used. The percentage is 18% in the U.S. 

The most trusting consumers are in the Netherlands, where 35% are Data Unconcerneds. Germany ranks second, with 34% and Argentina third with 29%. 

However,  Spain has the highest percentage of Data Pragmatists — with 59%. Singapore is third, at 57%.



One half of consumers would trade data for cash payments. In the U.S., the fraction is over a third. And one third of global shoppers would trade data for personalized products and services. 

Meanwhile, 48% of global consumers would trade data to negotiate better offers. Singapore leads with 59%, while only 33% agree in the Netherlands.

Overall, 83% of consumers want more control over information, with Spain leading the way at 89%. In contrast, 78% feel that way in the Netherlands. However, consumers in the Netherlands are more aware of how their data is used and collected, compared with 40% in France. In the U.S., 66% say they are more aware.

In general, consumers want: 

  • Data transparency — 86%
  • Firms to have simple terms and conditions — 84%
  • Have a flexible privacy policy — 82%
2 comments about "Half Of Global Consumers Would Trade Data For Cash: Study".
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  1. Craig Mcdaniel from Sweepstakes Today LLC, July 5, 2018 at 8:05 p.m.

    What we are really talking about is new data and current data, not older or old data. There is a big difference.  Since I started Sweepstakestoday.com over 14+ years ago, I knew from day one that my data was already in many main frame computers and servers. In fact, I had a gasoline credit card company who had a incorrect spelling of my name over 30 years ago follow me past 3 different addresses each in a different zip code. Everyone from the day they are born have their data out there now in digital land. So to quote Hillary Clinton, "What difference does it make?" You can give your data again to 100,000 companies but it only takes one to get a person's information. The difference? This cost of the new and current data.

  2. Dan Kidd from Datawallet, July 6, 2018 at 9:46 a.m.

    The consumers' awareness of data usage and concerns continue to escallate. This survey is a point in time that does not account for the rate of change in the market for data.  We firmly believe that consumers own their data and have the right to control the use and monetize the use of their data. The consumer data revolution has begun and the data market will never be the same again. There will be an escallation in the rate of innovation empowering the consumer to understand, control and monetize their data. 

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