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Sharing personal data: email versus social media

According to Experian Marketing Services, young Brits are more open to sharing sensitive personal data with brands across social media platforms. The research shows, however, that most young people prefer sharing their personal email information with brands.

YouGov, that conducted the survey for Experian, explored the sharing habits of the younger demographics. Eighty-two percent of participants involved were found to be comfortable with supplying personal information with brands across the various social media platforms. Only 18 percent of participants expressed concerns about sharing information with brands across social media sites. Information shared included date of birth, addresses and email account data were all shared via social media.

Experian data sharing research – engagement
Experian data sharing research – engagement

Sixty-nine percent of consumers viewed email has the most preferred channel to share personal data and information with brands to receive communication. A post made in a social media platform was the second most popular method for younger users to share and distribute information posted by a brand. Twenty-seven percent of participants were comfortable sharing information via social media sites like Twitter and Facebook. Only eight percent of Facebook users and four percent of Twitter respondents were more likely to share personal data and information regarding their social media profiles. Six percent of participants were comfortable sharing information received via mobile marketing with friends.

Within the 18-24 demographic, 25 percent of respondents were comfortable sharing information by other brands via their social media profiles. Only 13 percent of people between the ages 35 and 44 were open to sharing personal information. The percentage drops to 4 percent in the 45-54 demographic. Among 55-year-olds, only 3 percent were open to sharing personal information.

82% of people are comfortable sharing personal data with brands through email

Participants shared their personal views on how they thought the personal information was collected and shared with other parties. Two-thirds of also had differing people believed data shared with brands were used for targeting purposes to communicate special offers and update them on specific products. Only forty-seven percent agreed that the information was shared with third parties with or without the individual providing consent to do so.

The study shows that the younger demographic is open to sharing personal data when brands are transparent about their intentions. This demographic responds better to relevant messaging from marketers who have taken the time to develop content and create offers tailored to their individual profile. The high numbers of respondents open to receiving communication from brands via email shows how powerful email marketing can be. Brands are more likely to have information shared with others if email marketing is used.

Eighty-two percent of people are comfortable sharing personal data with companies through email, social media or another channel. Eighteen percent of people were unwilling to provide any type of information to a brand.

Sharing personal data – infographic Experience – click to see full PDF
Sharing personal data – infographic Experience – click to see full PDF

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