Most U.S. Consumers Will Trade Data for Value: Acxiom and DMA

It’s also good to be reminded that different consumers have different attitudes towards personalization and data sharing. Acxiom and the Data & Marketing Association (DMA) found that U.S. consumers fall into three camps: 58% are pragmatists who decide on a case-by-case basis when sharing data is worthwhile; 24% are fundamentalists who never want to provide personal information, and 18% are unconcerned about data sharing. Lots of detail here about attitudes towards selling data, transparency, personal control, and more.