Consumers would consider sharing data in return for better ads

A new study carried out by Microsoft, IPG Mediabrands and The Future Laboratory has revealed that, in exchange for better ads, 45 per cent of consumers would be willing to share all of their digital data collected over a six month period with brands.

The overarching value of technology means that people are beginning to relax their relationship with it, and are taking more of an active role in adapting and personalising their own digital experiences using their personal data.

Commenting on the research was Bill Buxton, a principal researcher at Microsoft, who said: “Technology is beginning to recede from something that is just a device or a website, into people’s physical, social and cultural environment,” said Bill Buxton, a principal researcher at Microsoft.

“It should quietly augment, nurture and facilitate our lives — not as intrusions, but as companions, that work seamlessly together and make our lives better. Brands should investigate how they can be present at these important inflection points in people’s lives in value-added ways.”

The study study saw 8,000 consumers from 8 key markets including questioned about their relationship with branding and ads.