Some 54 per cent of UK consumers would share their personal data in return for reward points, new research from Onbuy has found.

The survey of more than 6,000 consumers found that six in 10 consumers would most feel uncomfortable sharing their private conversations from the messaging platforms that they are active on. Access to a customer’s search history from their web browser was the next most cited source of concern (51 per cent).

In contrast, Onbuy found that consumers would be most comfortable with sharing their personal data on fitness trackers at 36 per cent. A further 37 per cent said that they would feel apprehensive sharing data on their mood.

The survey found that over half of consumers would be willing to exchange their personal data for reward points. Following that was financial incentives/cash rewards, which 53 per cent of UK consumers would be willing to trade their personal data for.

Cas Paton, managing director of Onbuy.com, commented: “With multiple organisations suffering from high-profile breaches, data now more than ever is a major consideration for consumers. As consumers comprehend what their data can reveal about them, organisations have a key role in alleviating any concerns they may have.

“All organisations should store consumer data safely and use it only when they truly feel it will improve the experience as well as the interaction with their brand.”

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