Evidence of consumers' willingness to share data?

It totally depends on the situation that whether consumers are willing to share data or not.Trust in the cornerstone of consumer willingness to share data.Huge amount of data loss and misuse of data has cautioned consumers.This scenario has made the work of marketers tough and complex. Consumers only share data where its indispensable like to medical representative or to the lawyer where they are bound to loose something if genuine data is not shared.The main concern is to maintain their privacy .A ‘privacy paradox’ is emerging around the tension between consumers’ growing willingness to share personal data for commercial use at the same time as their concern about privacy and security is mounting, according to KPMG’s latest Consumer & Convergence Report.By developing, deploying and promoting robust security and privacy controls, organisations can build trust with consumers so as to encourage more sharing and allow more tailored services. In mobile technology, for example, operators should be promoting security protocols every bit as much as they promote price and quality. We’re already seeing retail banks make a big play in online fraud prevention, and the evidence shows it is working with online fraud falling by a third in the first half of 2011.