YouGov conducted a survey to determine when consumers are willing to give personal data. Consumers are more willing to share personal information in order to save money and to obtain expedited customer service. The biggest deterrent to sharing personal data for people of all generations is off-target marketing. Consumers in general do not like having their data used to send them advertising. Personalized messages are a big trigger. People do not like them because they feel it is an invasion of privacy and are also bothered by irrelevant content. This survey found the biggest problem with personal data is that companies do not use it correctly. Companies with huge amounts of personal data still insist on asking their customers for the information repeatedly on every customer service issue even though the information has already been obtained and stored. This is very frustrating to customers and can cause them to take business elsewhere.
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