Consumers around the globe are becoming increasingly aware of the value of their data, according to Aimia’s Global Loyalty Lens that surveyed over 15,000 people across nine countries. The new research from the data-driven marketing and loyalty analytics company shows nearly a third (31%) of UAE consumers regard their data as highly valuable. This figure is lower than the global average of 41%.

Online behaviour data was deemed the most valuable in all markets surveyed apart from UAE, South Korea and South Africa, where contact information was deemed most valuable.

On average, UAE consumers value their data at:

• 50AED for online data such as browsing history and online purchases
• 80AED for contact information such as mobile phone number
• 70AED for personal information such as name, nationality and date of birth

While the majority of UAE shoppers – 81% for those who shop online, and 64% for those who shop in-store – believe their preferred brands are good at using their data to make shopping better, they also want to have more control over how it is used. Nearly two thirds (63%) of consumers in the UAE would like to exercise greater control over what data companies hold about them.

Paul Lacey, Managing Director, Aimia Middle East, said: “Today’s consumers are digitally savvy. They know their data is valuable to brands and when they share it they expect an improved service or benefit in return. It’s encouraging to see brands are recognizing this and we need to continue to offer tangible benefits to customers for sharing their data.”

The findings show that 53% of UAE consumers have taken steps to limit brands from tracking and advertising to them online. At the same time, new apps and technologies that give consumers control of their data, such as Professor Tim Berners-Lee’s project, Solid, and Citizenme’s app, are entering the market. This, paired with consumers’ growing understanding of the value of their data, could give rise to a new type of behaviour, where savvy consumers start to protect their data and share it for a cost.

“By being transparent and by giving personalized and tailored benefits, brands can prove to consumers the data exchange is beneficial,” Lacey continued. “Those that don’t run the risk of losing access to customers’ data altogether or potentially having to pay them for the privilege.”

The research shows there is an opportunity for brands to get to know their customers better if they are open about how they use data. Consumers are more willing to share their personal information when they understand why information is being taken and how it will be used:

• Web history: 32% would share their web history when no context or example was given. This rose to 51% when context and an example was given
• Online purchase history:  44% are happy to share this without context or an example, rising to 64% with context and an example
• Income level: 43% were happy to share this without context or example, rising to 57% with context and an example
• Information about my lifestyle: 51% were happy to share this when no context or example was provided. This rose to 64% when the context and an example was shared.