Young consumers in the U.K. are far more willing to give up personal information for better customer service than older generations. An Epiphany survey found that 19% of 18-24-year-olds are happy to share their personal data if it meant more accurate search results, compared to only 5% of those 55 and over. The study also reports that 25-34-year-olds were the most likely age group to be comfortable using mobile phone for online transactions, signifying that young consumers have “heightened expectations” when it comes to technology. (The Drum)
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