Are consumers happy to hand over Big Data?

It’s difficult to escape the talk about Big Data. Consumers fear losing their privacy; marketers are trying to figure out how to harness it; and the government is growing suspicious about company’s use of it, despite their own spying scandal.

Despite the issues on all fronts, more consumers are suggesting a compromise with the brands they support and the websites they visit. A recent study by Infosys highlights this trend. Some 93 percent of 5,000 respondents told survey takers they’d be happy to provide the info retailers need, provided they were given offers that reflected their wants. It appears consumers have accepted the fact data is out there; they just want to make sure companies use it constructively.

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