The Consumer Data Revolution in Asia Pacific study by Twilio also found that trust, transparency and past experiences are critical.
Nearly two-thirds (64%) of consumers in Singapore prefer brands to directly get data from them instead of third parties. They are also more likely to disclose information when incentivised, especially with cash rewards, discount coupons and loyalty points.
Yet, 77% of consumers in Singapore currently either accept all or selected cookies when prompted on websites or apps. They believe doing so will enable them to receive personalised customer experience and advertisements. However, they are concerned about data privacy when they receive targeted advertisements based on cookies.
