“Consumers appear more knowledgeable and skeptical about sharing location data, but they haven’t changed their behavior yet,” said Yory Wurmser, eMarketer principal analyst and author of our “Location Intelligence 2019” report.
“Many consumers are willing to share their location data with marketers in exchange for some type of value,” he said. “Others may want to reduce data sharing but don’t know how. Regardless, it’s likely that consumers will demand more control over their data in the future.”
In a poll of US internet users by Ipsos and World Economic Forum from November 2018, the largest share of respondents said they’d be comfortable sharing their personal data if brands were clear about what they planned to do with it. But nearly as many said they’d be happy to trade that information for compensation, such as a discount or reward.