The research suggests that marketers could benefit more from the data collected, if consumers were more confident about how it would be used.
Companies sharing information with other parties is a major concern for consumers. While more than two-thirds of consumers are willing to share personal information, they want the type of information collected to be limited.
Only 3% are willing for the data to be shared with other businesses, even if it could potentially improve their shopping experience.
The full results of the survey will be revealed at the Data Warehousing Institute’s World Conference in San Diego this week.