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Consumers happy to share personal data across multiple channels

5th Sep 2012
Contributor MyCustomer.com
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MyCustomer.com

More than 80% of consumers are happy to share their information with brands across at least one channel such as email, post, phone, text and social networks.

That’s according to Experian’s survey of nearly 2,000 consumers that found 18-24 year olds – dubbed the ‘Facebook generation’ – are leading this trend. A quarter of this group would be more likely to share information with brands who communicate with them via social media, compared to 10% of all consumers.

Older consumers were the most reluctant to share information about themselves and present the biggest challenge to marketers in terms of engagement, said the report.

The research also showed that over two thirds of consumers cited email as their preferred channel through which to receive brand communications followed by post (27%), Facebook (8%), phone or text (6%) and Twitter (4%).

Trust was revealed as the key factor in customers’ willingness to share personal data with brands (43%), followed by the belief in a better level of customer service (13%).

Jon Buss, MD of digital at Experian Marketing Services, said: “Clearly the challenge for brands is to get more of their customers sharing data across more channels. Being transparent, truthful and honest with them is essential to gain trust and build stronger relationships. Brands need to demonstrate to consumers that they take the matter very seriously and respect their rights. Above all they must live this through tailored, relevant and timely messages delivered via the channels consumers prefer.

“Get this wrong and consumers will not hesitate to walk away from the brand; get it right and they will become advocates.”

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