16m UK consumers give retailers false data – Latest Retail Technology News From Across The Globe – Charged – Charged Retail

New research has revealed that one in four (25%) of UK consumers give false data about themselves to brands, posing as a big risk to marketers planning to collect data amidst the Black Friday sales.
The survey, which was conducted by Treasure Data, found that 34% will not use their primary email address when signing up to brand communications.
It’s the younger demographics that are more likely to be deceptive with their data, with almost half (45%) of 18-34 year olds choose not to use their primary email address with brands, compared to 25% of those aged 55 and over.
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Treasure Data admitted that brands are up against a raft of data blindspots as almost half (47%) of consumers reveal that they deliberately try to withhold their personal data from them.
“This Black Friday, marketers have an elaborate concoction of obstacles in their hands as consumers add the issue of data collection and accuracy into the mix alongside the cost-of-living crisis and looming recession,” Treasure Data director of marketing Andrew Stephenson said.
“It’s imperative that brands demonstrate accordingly the importance of data sharing – and the value Brits will receive in return for doing so – through personalised, helpful content.
“If not, brands risk Black Friday being a damp squib at a time when its success is most critical.”
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