The Philippines emerged first among Asia Pacific (APAC) countries in terms of consumers who are most willing to share their data with trusted brands, according to a recent consumer study.

The latest Consumer Data Revolution in Asia Pacific by US-based communication platform provider Twilio found that 92 percent of Filipino consumers are open to sharing their data with trusted brands. In fact, all other surveyed countries except Japan (49%) had majority of consumers that were willing to sharing their data.

The findings of the study are based on a January 2023 survey with 250 surveyed consumers each from Australia, Hong Kong, Indonesia, Japan, the Philippines, and Singapore for a total of 1,500 respondents.

In terms of channels, 69 percent of APAC consumers are most willing to share personal data on official websites. Only slightly more than half of the respondents are willing to share their data on social media. Only a third are willing to share their data via email newsletters.

More than half of Filipino consumers say they understand how their data is used, with 26 percent claiming they have full knowledge how brands use their data and 31 percent saying they have general awareness of the data usage.

Most Filipino consumers (89 percent) also agree that utilization of their data for personalization enhances the overall value and experience of using a brand’s website. For example, websites could provide product recommendations by analyzing their purchase histories.

Across all six surveyed countries, only one out of four consumers expressed discomfort on becoming targets of personalized advertising.

While they’re open to sharing of personal data, Filipino consumers also value data transparency and how brands handle their data. Forty percent of the surveyed Filipino consumers indicated that they would lose trust in a brand if they failed to disclose their use of cookies and provide a way to opt out.

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