Bargaining chips for a better quality of life

摘要

A new generation has emerged that is acutely aware of its consumer capital and the benefits this brings to individuals and society, according to a study by SAS, a leader in analytics and the Future Foundation, an independent research agency. The majority (69%) of this 'data generation' (compromising 16- to 34-year-olds) view their own personal information as bargaining chips to enhance their lives. The data generation expects a hyper-personalised service from brands, who risk failing to survive in this new environment if they don't exploit open and cloud-ready advanced analytics to better understand these customers. This data generation expects hyper-personal insight into every aspect of their lives, where its habits, preferences and moods are taken into account so predictive analytics can enhance its health, prosperity and future life potential. Only 12% are happy to share their personal data without a second thought. Yet, when asked to consider sharing in specific situations their psyche changed -with nearly three in five (57%) willing to share their own data to make their lives easier.