According to recent data pulled from a study conducted by Webtrends, over two-thirds of 18-24 year olds (68%) claim they are “not bothered” by how much personal information they share with brands, The Drum reports.
The study found that people over the age of 55 were more careful when it came to sharing their data, with 50% complaining about being forced to share data with a company, and 49% stating they believe data-sharing will be a problem in the future. In comparison, only 29% of people in the younger demographic thought data-sharing would be an issue in the coming years.
The research also found that only 19% of respondents said they didn’t enjoy receiving personalised content from a brand, which – according to John Fleming, the Webtrends marketing director – shows that attitudes are evolving. The data-driven and more connected world the younger generation have grown up with means they are more comfortable sharing such information, he notes.
The top three reasons behind why users share their information is to receive a clothing discount, receive free delivery or to receive a holiday discount or reduced travel expenses, accounting for 36%, 31% and 28% of responses respectively.
People were least likely to share their information with charities (5%) and were most likely to share their data with retail companies (64%). However, users are only likely to share basic information with retailers, such as their e-mail address and name, whilst they are more likely to share their job title and income with financial institutions such as banks.