A recent study from Big Blue found that consumers' aversion to sharing their personal information is rapidly decreasing, so long as they get good value in exchange. The percentage of people willing to share their GPS location almost doubled this year to 36 percent, while 38 percent of consumers would give retailers their cell number and 32 percent would share their social media handles.
"Today's consumer has been conditioned by multiple industries--from healthcare to travel--to expect personalized interactions across different channels," IBM's retail global industry leader Jill Puleri said. "IBM's study shows consumers are willing to share details about themselves, particularly if they receive a personalized experience in return." Story