6 in 10 US Millennials claim that they would be willing to share personal information with marketers, while Baby Boomers would be much less likely to do so, according to results from a Mintel study. That gap even extends to those unwilling to share information: at least 30% of Millennials who would not provide private information said they would be swayed by an incentive offer, while only 13% of reluctant Baby Boomers agreed. A separate study [pdf] from Communispace comes to similar conclusions. Indeed, when Communispace asked respondents whether they would share their data for perks, Millennials (in this case, aged 13-31) were most likely to agree, with that likelihood decreasing with each generation. Similarly, younger generations were the most likely to say they would voluntarily share personal data with a company in exchange for a 5% price discount.
The Mintel study, meanwhile, broke out willingness to share various types of information, finding that:
Boomers were as likely as their younger counterparts to share their mailing addresses, though (40% and 38%, respectively).
The general trend towards more sharing among youth – particularly when perks are involved – echoes findings from a USC study released last year.
About the Data: Communispace conducted this study during the summer of 2013, with 8,343 participants across 52 of Communispace’s private online communities. Methodologies included two open-ended, threaded discussions and one 16-question survey. Group difference tests were performed with age, gender, and country as independent factors.
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