A large proportion (84 per cent) of UK 18-34 year olds are comfortable sharing personal data with businesses via social logins if there is a decent value exchange, according to a Gigya study.
The research, which polled the views of 2,000 UK adults, was commissioned to uncover how consumers respond to privacy and online personalisation, and revealed that more than half (59 per cent) of all adults are willing to share personal data, provided brands make it clear what they will use it for.
This 59 per cent prefer to use social logins when registering or signing in to websites, leaving brands to access their profile data via their social media accounts.
A total 38 per cent of respondents aged between 18 and 34 years old said they would be willing to share personal information with brands which are transparent on how they will use that data, while 35 per cent said they would share their data is there were comfortable about what kinds of data were being asked for.
Social logins are now used frequently by 59 per cent of the population, with adoption of this kind of data gathering to increase, according to the report.
Patrick Salyer, chief executive of Gigya, said: “Social login gives customers control over what they share with brands while offering them convenience and saving them time.
“Organisations must reject the outdated – and quite frankly careless – notion of asking as many questions and collecting as much data as possible, then sorting through it later. Customers always have the right to ask, 'Why do you want to know that?' The more times they have to ask that question, the less likely you are to earn their patronage.”
The research was conducted by OnePoll on behalf of Gigya.