Australian Consumers Are Skeptical About Sharing Personal Data, But Gen Z Is More Willing To Exchange It For Rewards

Nearly half of Australian online adults surveyed by Forrester would refuse to share more personal information with brands, regardless of incentive. Interestingly, less than one-quarter of Generation Z respondents say the same. When we asked these young adults about what would motivate them to share more information, they most often cited cash rewards, followed by free product samples, loyalty program points, and ad-free content. This report provides a snapshot of Forrester’s data on how marketers in Australia can target and incentivize consumers from different age groups to share more of their personal data.