EY: Personal data becomes valuable for customers

By: Trademagazin Date: 2023. 06. 06. 12:39

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The rise of online solutions has made customers more aware, who would prefer to provide their personal data only if they receive real discounts in return, according to EY’s international survey of 21,000 consumers.

Internet services are becoming more and more popular year by year, as a result of which almost half of the respondents are already managing their daily affairs with the help of digital technologies. One in two (46%) customers ordered food online in the past three months, an increase of more than 10 percent compared to last June. The majority of those surveyed (53) already keep in touch with their family and friends through video calls, and six out of ten (62%) listen to music via a streaming service.

When using digital solutions, customers increasingly recognize the business value inherent in their personal data and are willing to take advantage of this opportunity. Two-thirds of the research participants (66%) would share this information about themselves if they could receive services at a more favorable price in return.

“A significant change can be observed in the awareness of customers. Today, they don’t believe that something is free just because you don’t have to pay with money, but with your data”

– emphasized László Palincsár, head of EY’s newly launched Brand, Customer and Marketing services.