People are savvy customers. They understand that their personal information is valuable; and when they hand it over to companies, they are expecting it to be a transaction. In return, they want discounts, advertising offers they actually care about and rewards for their loyalty.

But many businesses are failing to reciprocate, according to a new report.

On Tuesday, Montreal-based Aimia Inc., which operates Aeroplan and other loyalty programs globally, will release its second-annual study measuring attitudes about companies’ use of their personal data. The company surveyed more than 20,000 people in 11 countries.

Less than one in 10 of those surveyed in Canada actually felt they had received something of value in return for handing over information about themselves.

“I’m surprised marketers aren’t delivering on their part of the bargain,” Aimia’s chief marketing officer, John Boynton, said in an interview. “Why would people give you their data? … There’s an expectation. If all you’re doing is collecting data and your marketing programs are the same, you’re in trouble. And you may not get a second chance.”


By the numbers


Canadians who belong to a loyalty program, compared to 85 per cent globally.


Global and Canadian survey respondents who want to know more about the information companies are collecting about them.


Canadians who said they want more control over what data companies hold about them.


Canadians who have closed accounts or subscriptions over concerns about how their personal information was being managed.


Canadians who are willing to share personal information with companies in exchange for “relevant offers and discounts,” roughly the same as last year.


Canadians who actually feel they have received that kind of value in exchange for their data.


Canadians who are concerned that sharing their contact information/data will lead to them being targeted for irrelevant marketing campaigns.

Proportion of people surveyed who said they would be willing to share information with companies to receive personalized service, rewards, or relevant offers

Type of information Global Canada
Name 82 per cent 82 per cent
Address 58 per cent 59 per cent
E-mail Address 83 per cent 81 per cent
Date of birth 75 per cent 68 per cent
Hobbies and interests 72 per cent 68 per cent
Mobile phone number 43 per cent 31 per cent
Web history (visited sites) 27 per cent 22 per cent
Online purchases 43 per cent 36 per cent
Household information 59 per cent 63 per cent
Income level 43 per cent 48 per cent
Occupation 72 per cent 66 per cent
Nationality 82 per cent 73 per cent
Information about my lifestyle 54 per cent 51 per cent


The Globe and Mail
Published Tuesday, Sep. 08, 2015 12:01AM EDT
Last updated Tuesday, Sep. 08, 2015 11:10AM EDT