B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
90%
90% -- customers willing to share email address for small incentive for Customers (2026)
A collaborative study by Google and Boston Consulting Group revealed that 90% of customers are willing to share their email addresses in exchange for a small incentive.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Google and Boston Consulting Group
Primary
Tier B
https://www.typeform.com/blog/overcoming-challenges-zero-party-data-strategies ↗
Source Article
Overcoming challenges in implementing zero-party data strategies
Overcoming challenges in implementing zero-party data strategies
No one said collecting and implementing zero-party data was going to be easy. But it does help to know the challenges that lay ahead and solutions to help you keep the path.
At the moment, we’re all used to third-party data. And we’re …
Original Research
Google and Boston Consulting Group
· Original study ↗
Methodology
Collaborative study by Google and Boston Consulting Group, cited by Typeform
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Customers: 90% customers willing to share email address for small incentive. Source: Google and Boston Consulting Group (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/customers-share-email-for-incentive
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<blockquote cite="https://lighthousedata.io/data/customers-share-email-for-incentive" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- customers willing to share email address for small incentive for Customers<br><small>Source: Google and Boston Consulting Group (2026) · <a href="https://lighthousedata.io/data/customers-share-email-for-incentive" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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