Majority of consumers care what kind of data they share with retailers and service providers, finds new study

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Consumers value their personal data including the one collected by retail stores, service providers and loyalty schemes.
Data sharing types included: electricity consumption, medical records, mobile phone GPS data, social media, online browsing history, banking transactions, physical activity, and loyalty cards.
Results showed that overall 96% of individuals were willing to pay to avoid sharing their personal data in at least one of the data sharing environments.
Dr Anya Skatova, Turing and UKRI Future Leaders Fellow at Bristol Medical School, said: “Digital technology opens up a new era in personal data sharing of consumer behaviour and habits.
Although some data can be used to improve the service we receive, it is often used to sell us more things.

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