• by Ray Schultz , July 10, 2023

Consumers are willing to share their email address above all other details, judging by a study by mobile app experience provider Airship. 

Of 11,000 shoppers surveyed globally, most are willing to provide their email, up from 77% in 2022. The full results are:

• Email address—86%
• Your interests relevant to the brand—78%
• Name—77%
• Your communication preferences (channel, topic, frequency)—70%
• What you’ve browsed on the brand’s website or app—66%
• Demographic information (gender, household income, age)—62% 
• Mobile number for text messages—60% 
• Postal address—59%
• Your in-store location (e.g., wayfinding for shopping lists)—59%
• What you value socially (environmental, moral, political or religious)—58%
• Securely stored payment information—49%
• Mobile number for phone calls—46%
• What you’ve browsed across unrelated websites and apps—46%
• Information from your social profiles—44%
• Your real-world location (e.g., location throughout your day)—43%

“Rounding out the top five types of information consumers will share the most are ‘their communication preferences’ and ‘what they’ve browsed on a brand’s app or website,’ highlighting the importance of a customer-centric approach to brand interactions,” the study states.  

It adds that the information seeing the biggest year-over-year gains in consumer willingness to share is “what they value socially (environmental, moral, political or religious).”

While email addresses are most commonly shared with brands, it’s worth noting that 79% of consumers ignore or delete marketing emails from brands they love at least half the time or more (up 1% year-over-year),” the study states.