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What Is the Future
of Data Sharing?
CONSUMER MINDSETS AND THE POWER OF BRANDS
Matthew Quint and David Rogers
October 2015
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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Aimia is a data-driven marketing and loyalty analytics company. We
provi...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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Table of Contents
Who and What We Studied
Findings
1. People Are Concern...
Who and What
We Studied
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Every day we face many moments where we choose whether or not to
share a...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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Who we asked:
2,004
2,111
2,036
1,007
1,002
8,000+ survey
respondents
Ac...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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What we asked about:
• General attitudes towards personal data and priva...
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Highlights of what we found:
Consumers understand which data are most se...
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Highlights of what we found
(continued):
There are four Data-Sharing Min...
C H A P T E R 1
People are concerned
about how their personal
data is handled
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People want more information and
control over their personal data
86% W...
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35%
31% 29% 27%
20% 21%
22%
15%
14%
12%
12% 9%
Financial services Telec...
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Except in India, most consumers are not comfortable
with how companies ...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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…and the differences in comfort among
countries also depend on the indu...
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Younger generations show greater comfort with
how companies handle thei...
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65%
52% 52% 51%
45%
42%
59%
48%
45%
43%
35% 35%
53%
41%
37%
32%
25%
23%...
C H A P T E R 2
Consumers are more
savvy than we think
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We asked consumers about their willingness to share
specific data with ...
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People are most sensitive about
personal identifying information…
Q. Pl...
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14%
19%
26%
30%
35%
45%
45%
65%
65%
38%
44%
44%
42%
38%
34%
35%
23%
24%...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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People understand that
not all data are the same
• Consumers made disti...
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Different industries use data
differently to create value for
consumers...
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Consumers consider the industry when they
choose to share different typ...
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Consumers’ willingness to share
personal data varies by country…
48%
41...
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…but these country differences
vary depending on the data type
Q. Pleas...
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Generations only differ slightly in
their willingness to share data…
Mi...
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…but for some data types, the difference
between generations is more pr...
C H A P T E R 3
Brand trust does influence
consumers to share data
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We asked consumers about
brands they trusted
• People were asked to not...
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Almost all people have at least one
brand they trust in each industry
Q...
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Chase Bank of America Wells Fargo13% 12% 10%
Top trusted financial serv...
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Southwest Delta United and American
Airlines
17% 12% 7%
Top trusted air...
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AT&T Verizon T-Mobile28% 25% 9%
Top trusted telecommunications
brands (...
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Walmart Kroger Target and Costco21% 8% 6%
Top trusted retail
brands (in...
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Facebook Google Yahoo31% 15% 15%
Top trusted web services
brands (in fi...
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Amazon Walmart Ebay57% 6% 6%
Top trusted e-commerce
brands (in five cou...
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We asked if this trust influences
consumers’ willingness to share data
...
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Brand trust strongly influences the level at which
consumers are willin...
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…and even influences the data they
say they are not likely to share
Q: ...
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Impact of brand trust on willingness to share
varies by country, primar...
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…but these country differences do vary
depending on the data type
Q: Ho...
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Brand trust matters more to older generations in ‘traditional’
industri...
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Companies benefit most from brand trust when people are more
comfortabl...
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…The Amazon Effect
• The e-commerce category shows the most impactful i...
C H A P T E R 4
Offers are impactful, but
should be used strategically
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We asked which offers would influence people to supply
each of these, g...
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Tools for decision making
Recomm...
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We found that the influence of offers
depended on two strategic dimensi...
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Strategic map of offer influence
Q. Please indicate whether you would b...
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Younger generations show a much higher interest in
sharing non-email da...
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The influence of offers on data sharing
does also vary by country
Q: Pl...
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The influence of offers
varies by gender
Women are roughly 10% more lik...
C H A P T E R 5
Future Trends
A. THE DATA-SHARING MINDSETS OF CONSUMERS
B. NEW, DATA-ENABLED BENEFITS
C. PERSONAL INFORMAT...
C H A P T E R 5 : F U T U R E T R E N D S
A. The Data-Sharing
Mindsets of Consumers
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We identified four ‘Data-Sharing Mindsets’
To examine how consumer atti...
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The Data-Sharing Mindsets of Consumers
LOW
DEFENSIVE
HIGH
DEFENSIVE
NOT...
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What the Data-Sharing Mindsets indicate
• These mindsets indicate that ...
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34%
36%
20%
10%
26%
41%
22%
11%
18%
48%
24%
10%
12%
46%
29%
13%
Savvy a...
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A consumer’s Sharing Mindset predicts their
comfort with how businesses...
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Data-Sharing Mindsets also predict a consumer’s
willingness to share al...
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20%
25%
26% 26%
27%
37%
35%
39%
42%
44%
17% 17% 17%
23%
21%
34% 34%
38%...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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51%
12% 12%
6% 5%
35%
49%
12%
14%
8%
6%
35%
58%
21%
24%
13%
11%
24%
55%...
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How the mindsets drive sharing
• The sharing attitude axis is a strong ...
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Data-Sharing Mindsets and the future
• We wonder how the Data-Sharing M...
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How younger consumers will drive future
relationships with marketers
Wh...
B. New, Data-Enabled Benefits
C H A P T E R 5 : F U T U R E T R E N D S
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Businesses are beginning to explore
non-traditional, data-enabled benef...
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Non-traditional benefits can influence people’s
willingness to share no...
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The interest in non-traditional, data-
enabled benefits varies by count...
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Younger generations show a higher interest in all
types of non-traditio...
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Q. Please indicate whether you would be willing to share each of the sp...
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28%
22%
20%
18%
28%
23%
19% 18%
49%
38%
33% 32%
54%
46%
43%
40%
Provide...
C. Personal Information
Management Systems (PIMS)
C H A P T E R 5 : F U T U R E T R E N D S
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A new service: your personal data manager
• We also wanted to look at a...
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25%
21%
32% 33%
15%
19%
8%
8%
15%
23%
5%
6%
Would be willing to conside...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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Attitudes towards PIMS
vary by gender
Q. To what extent do you agree or...
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26%
23%
43%
55%
14%
18%
24% 23%
39%
47%
14%
18%
40%
36%
52%
60%
27%
32%...
C H A P T E R 6
Strategic
Recommendations
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Invest in building both data and customer trust
Treat Data as an Asset
...
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Give customers value and control
Use the data customers give you to del...
A P P E N D I X
Authors,
Acknowledgments,
and Methodology
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Authors
Matthew Quint (mq2120@columbia.edu) is the Director of Columbia...
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Acknowledgments
Deep thanks go to Fatima LaHay and Annie Balant from Vi...
WHAT IS THE FUTURE OF DATA SHARING? © 2015
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Methodology
The online survey was designed by Columbia Business School ...
WHAT IS THE FUTURE OF
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WHAT IS THE FUTURE OF DATA SHARING? © 2015
Page 38
Brand trust strongly influences the level at which
consumers are willing to share their data…
Q: How does your relationship with [your trusted company] influence the likelihood that you would
share the following pieces of data that you identified as being willing to share?
27%
28%
29%
31%
40%
39%
44%
44%
45%
51%
51%
50%
49%
41%
43%
40%
41%
40%
Social network access
Website history
Purchase history
Lifestyle info
Mobile phone
Date of birth
Address
Name
Email
Much more likely to share Somewhat more likely to share
85%
85%
84%
82%
81%
80%
79%
79%
78%

Published in: Data & Analytics, Marketing
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