Most consumers (69%) prefer to share their personal data through email, according to an Experian Marketing Services report. 

The second most popular channel is post, with 27% it as their preferred method for sharing information about themselves. 

More than half (55%) of consumers are willing to share their data across at least one marketing channel. 

Younger consumers are more open to sharing their personal data across a number of channels, by email, post, social networks, phone and text. 

The Facebook generation (18-24 year olds) are leading this trend. Over a third of them are happy to share their personal data across three to five channels, compared to 27% of the population overall. 

Nearly a quarter of 18-24 year olds are happy for brands to communicate with them on Facebook or Twitter, compared to just 10% of all consumers. 

Crucially for marketers, the research reveals that trust is the key factor in customers’ willingness to share their data with brands in the first place. 

Nearly half of consumers (43%) cite trust in a brand to use data in the way they promised as the main reason for sharing their personal information. 

Posted by

Smarayda Christoforou