Information that you feel comfortable offering

What data is too personal?

Web history and mobile phone numbers are the least likely to be shared, according to a new Aimia report.

Tanya Kostiw

Most marketers will tell you a balance must be struck when it comes to collecting consumers’ information and then providing them with some benefit in return.

But research from Aimia’s Global Loyalty Lens suggests that while more than a quarter of Canadian consumers (26%) are open to giving up personal information in exchange for better services and benefits, only 8% feel the latter has been fulfilled. And globally, only 23% of consumers consider the communications they receive from businesses to be highly relevant.

In exchange for personalization, relevance and rewards, Canadian consumers are typically open to sharing seven to eight of 13 pieces of information – the top being their name (82%, on par with global stats), email address (81%, compared to 83% globally), nationality (73%, compared to 82% globally), as well as their date of birth and hobbies and interests (both ranking at 68% and below global figures).

And what kind of data are the fewest number of Canadians willing to share? Web history came in at 22% (compared to 27% globally), followed by their mobile phone number (31%) and online purchases (36%). And according to the research, consumers can’t be incentivized to give up information they’re not interested in revealing. Moreover, consumers manage the data they reveal, with the research pointing to how one in five Canadians have closed an account or subscription due to a concern around their personal data.

While in most cases Canadian figures were lower than global averages, consumers here are more willing to share their household information (63% compared to 59% globally) and income level (48% versus 43%).

Globally, 68% of consumers believe their data to be valuable, with 31% calling it highly valuable. Moreover, millennials and Gen Z consumers are the most likely cohorts to offer up their mobile phone numbers.

The global study surveyed more than 20,000 consumers in 11 countries.