Most consumers will share their personal data with brands they trust, reports Email Marketing Daily.  But, continues the report, “many will jump ship if they feel they are being spammed, and most prefer generic communications over personalized ones, according to How—and Why—You Need To Build Customer Trust, a study by Pantheon.

“Among the consumers polled, 73% will share personal information. But that includes only 35% of Gen Z. And 48% of consumers overall evade sharing data by using guest checkouts, while 42% will not create a user profile.

“In addition, 64% of consumers prefer generic messaging to personalized messages. And 48% avoid personalization because they do not want to be tracked.”

The report also states: “The website is paramount — 90% have ranked the user-friendliness and delivery of a website among their top expectations for a brand.”

More here.