Consumers across the globe are increasingly comfortable sharing their data

Despite cultural and economic differences, consumers around the world increasingly see value in sharing their data – according to new research from the GDMA & Acxiom

New research launched today by the Global Data & Marketing Alliance (GDMA) in partnership with Acxiom, reveals that over half of surveyed consumers (53%), across 16 countries, agree that the exchange of personal information is essential for the smooth running of modern society.

Consumers are increasingly comfortable with data sharing, especially if there is a clear benefit of doing so. The vast majority of global consumers (82%) are prepared to engage with the data economy in 2022.

These findings come from the 2022 ‘Global Data Privacy: What the Consumer Really Thinks’ report. Commissioned by the Global Data & Marketing Alliance (GDMA) in partnership with Acxiom, the second edition of this report (following 2018’s edition) and the fourth report since 2012, now covers 16 countries representing over half the world’s population.