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Survey: Consumer comfort with loyalty programs

Montreal-based loyalty company Aimia has released the results of a survey into international consumer comfort levels with loyalty programs. According to the survey, 55% of consumers overall remain willing to share personal information in exchange for rewards, despite the risk of security breaches.

The survey also asked respondents to rank the types of businesses with which they are comfortable with their data. Of these, 82% ranked banks highly, followed by supermarkets at 64%, mobile phone providers at 56% and their own places of work at 50%. Online search engines and social media networks were ranked most lowly.

Of the information consumers most want to keep private, web browsing history was rated most valuable at 39%, followed by income at 30%, mobile phone number at 23% and online purchase history at 23%.

"Consumers are increasingly required to trust companies to handle their personal details," said David Johnston, group chief operating officer at Aimia. "Transparency about how data is being collected and used will become a key differentiator for businesses going forward. Those that are clear and offer a better customer experience by how they use that information will build greater trust and loyalty."

The survey was conducted by Research Now in the summer of 2014 and incorporated results from 24,000 respondents in the United Kingdom, Spain, Italy, Germany, France, Canada, United States, Australia, India and the Middle East.

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