Consumers Will Trade Data for Discounts: Marigold Report

Hi, it’s Jamie, Senior Intern at the CDP Institute Department of the Obvious. The boss won’t be in today – something about gambling debts – so I’m writing the newsletter. We’ll start with this study from Marigold, formerly CM Group, which reports that discounts are the most common reason customers will share their data (93%). Non-obvious findings include: 25% use a privacy-centric alternative browser and 59% will pay more to buy from a preferred brand. Worth a look.