84% of young Brits happy to share personal data with brands

Young adults across the UK are now more than comfortable with sharing personal details with businesses via social logins, suggests a new study by Gigya.

A large chunk (84%) of young UK adults aged between 18 and 34 said that they were happy to share as long as there is a “decent value exchange”.

The study further found that more than half (59%) of the 2,000 respondents were willing to share personal data, provided brands make it clear what they will use it for.

This 59% prefer to use social logins when registering or signing in to websites, leaving brands to access their profile data via their social media accounts.

Around 60% of the population now login to portals using social details, with the adoption of this kind of data gathering set 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“Organisations must reject the outdated – and quite frankly careless – notion of asking as many questions and collecting as much data as possible, then sorting through it later.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.”