Marketers’ Data Collection and Consumers’ Willingness to Share “At Odds”

Source: SAP hybris / Forrester Consulting [download page]

Notes: About three-quarters of consumers surveyed worldwide report being somewhat or very comfortable with companies using data about them to provide personalized experiences, per a new study from SAP hybris and Forrester Consulting. However, the report finds considerable differences between what marketers are collecting and what consumers are willing to share. For example, more than 8 in 10 marketers surveyed indicate that they collect customers’ phone numbers (84%) and email addresses (84%), but just 28% of consumers are willing to share their phone numbers to get personalized offers and content. (more…)