Information-for-Value: 2015 Pew Research Study Benchmarks Consumer Marketing Tolerance

With marketing information, consumers have daily choices to share or not to share their information in return for something of value, or an information-for-value equation. This information-for-value equation ranges from surveillance cameras, health information, loyalty cards, auto insurance monitoring, smart thermostats and much more in our internet of things (IOT) age.

Pew Research Center, a nonpartisan public issues fact tank, published a study in December 2015 polling over 460 US adults and nine focus group studies on privacy and information sharing relating to the information-for-value equation.

Here are a few highlights of the Pew study:

Marketing Information for Value Pew Study

In the membership card example, 47% say the information-for-value is an acceptable tradeoff to them, but 32% of those poled call it unacceptable tradeoff.

In the case of a smart thermostat, 55% consider this information-for-value is an unacceptable tradeoff, versus 27% who consider it an acceptable trade off.

Consumer Marketing Data Insight Tolerance

The Pew Research Privacy and Information study underscores and benchmarks US consumers current viewpoints on the information-for-value equation. This equation is particularly important to marketers to research and factor into their company’s marketing data research, analytics and programs.

View the complete Pew Research Privacy and Information study, click here.