US Consumers Are Skeptical About Sharing Their Personal Data But May Trade It For Rewards

US online adults are innately uncomfortable about their personal information being available online, but when we asked about the factors that would motivate them to readily share their personal data with companies, cash rewards lure them the most. Younger consumers are more likely than their older counterparts to trade personal data for non-cash benefits, but their interest in these sorts of enticements is still low. This report provides a snapshot of Forrester’s data on how companies can target and incentivize US consumers in different age groups to share their personal data.