Forty five percent of global consumers* surveyed by IPG Mediabrands, Microsoft and The Future Laboratory are open to entering into transparent data exchanges with brands. Almost 60% of consumers are much more willing to buy a product or service from a brand that offers a reward in exchange for their digital data. However, just 36% are willing for brands to track their digital behaviour if this means more optimised shopping experiences. And almost half of global consumers believe that their digital identity has a value.
The research also shows that in the next decade, technology will become more useful to people’s daily lives as consumer needs shift and technology becomes more intertwined with society. Consumers will take a more active role in creating digital experiences and are realising the value of their personal data, viewing it as raw material which they can exchange with brands to receive more personal and relevant ad experiences.
“These maturing relationships with technology create new challenges for brands and advertisers to engage in ways that are seamless, relevant and useful to people’s daily lives,” say the researchers. “The findings suggest that brands need to look at not just delivering an ad impression, but at how to engage, involve, support and reward consumers for sharing their personal information, in the hope of creating an authentic, valuable two-way relationship.
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