Young consumers in the U.K.

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)