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U.S. Consumers Becoming More Open to Sharing Data

Created at June 18th, 2018

Joint Study with Data & Marketing Association Reveals Almost Half of American Consumers Feel More Comfortable with Data Exchange than They Did Previously

CONWAY, Ark. — (June 18, 2018) — Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today released a new report in partnership with the Data & Marketing Association (DMA), that found U.S. consumers are becoming more open to engaging in data exchanges in return for better offers and services. The joint study, “Data Privacy: What the Consumer Really Thinks,” discovered nearly half of consumers (44 percent) in the U.S. feel more comfortable with data exchange than they did previously, rising to 54 percent among millennials. While almost two-thirds of consumers (62 percent) believe that sharing data is part of the modern economy, the study also revealed trust and transparency are top priorities for consumers when it comes to data exchange.

“An overwhelming shift in attitudes is underway as more and more consumers gain awareness and an understanding of the role data exchange plays in contemporary society,” said Sheila Colclasure. “This survey shows that people are increasingly aware of the role data plays in our lives and are becoming more conscious of the decisions they make in exchanging data for value.”

The survey found that consumers defined as “data pragmatists” – those open to engaging in data exchanges with businesses if the benefits received in return for their personal information are clear – comprise the largest consumer segment in the U.S. across demographics (58 percent). In addition, nearly one in five consumers in the U.S. is “unconcerned” about the collection and usage of their personal data. This sentiment is particularly true among younger demographics, with a quarter of millennials and 31 percent of 18-24 year olds falling into this category. Americans show one of the highest degrees of comfort with data sharing in contrast to other countries, such as Spain and France, where only a third of respondents indicate they feel more comfortable with data exchange than they did previously.

“This report also clearly demonstrates the need for providing consumers with increased transparency and control, a key element of an ethical approach to data use,” Colclasure added. “We’re proud to partner with the DMA today, as we have for nearly 50 years, and to continue to work with the world’s largest brands to provide consumers with data-driven experiences grounded in ethical data practices.”

Findings from the report, which was conducted in November 2017, are a telling indicator of consumers’ perceptions of the value of data sharing—an important consideration for marketers in the days following the implementation of the European Union’s General Data Protection Regulation (GDPR) on May 25, 2018. Alongside a growing comfort with sharing personal information with companies, particularly among younger demographics, almost two-thirds of U.S. consumers say they feel more aware of how their data is used and collected than in the past. Forty-three percent of those surveyed believe that responsibility for data security lies with consumers, while only six percent of Americans believe that brands or government institutions should bear this responsibility. Thirty-seven percent of Americans believe a combination of consumers, brands and government should be responsible for data security.

For 54 percent of consumers, trust in an organization was ranked as the most important factor influencing their willingness to share their personal data. More than four in five respondents found it important that businesses be transparent about the collection and usage of data, provide easy-to-understand terms and conditions, and show a clear link between the data shared and benefits received.

“Responsible marketers are interested in acting ethically and nurturing customer trust. This is all the more reason for the industry to come together and ensure we’re operating in an environment that drives value to customers,” added DMA Chief Executive Officer Tom Benton. “With a steady eye toward security and responsibility and customer relationships that are based on trust, our data-driven future will be bright.”

The study was conducted via an online survey of 2,076 respondents aged 18 and older.

About Acxiom

Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for nearly 50 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom Corporation. For more information, visit

About DMA

Founded in 1917 and driving the data and marketing agenda for a full century, the Data & Marketing Association (“DMA”) champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s brand-leading membership is made up of over 1,400 organizations that are today’s innovative tech and data firms, marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem—demand side and supply side—and engaging more than 100,000 industry professionals annually, DMA is uniquely positioned to convene and guide the industry to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events. For more information, visit