B
Evidence Grade B
Graded
under review
Safe to Cite
Current
35%
35% -- share of online buyers willing to share personal information for targeted offers for online buyers (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
35%
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
McKinsey
Primary
Tier B
http://wfoa.wharton.upenn.edu/perspective/jacquesbughin/ ↗
Source Article
Jacques Bughin – Advertising in 2020: The demand for marketing on
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey survey, cited in article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
online buyers: 35% share of online buyers willing to share personal information for targeted offers. Source: McKinsey (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/online-buyers-share-data-targeted-offers
HTML Embed
<blockquote cite="https://lighthousedata.io/data/online-buyers-share-data-targeted-offers" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>35%</strong> -- share of online buyers willing to share personal information for targeted offers for online buyers<br><small>Source: McKinsey (2026) · <a href="https://lighthousedata.io/data/online-buyers-share-data-targeted-offers" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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