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Nearly two-thirds of US consumers would give away their email address for a $20 coupon or discount code. Some 31% would provide their full name, and 23% would enter their phone number. That said, 27% wouldn’t be tempted to hand over any of that data or their home address.

Beyond the chart: Overall, more than 70% consumers would share at least one piece of personal information for $20 off, with baby boomers less likely than younger generations to divulge their details. For both name and email address, free shipping was an even more effective incentive than coupons and discount codes. Consumers are more likely to share data with companies they believe will keep it safe, meaning digital retailers could benefit from cultivating a reputation for trustworthiness.

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