In a new study by Harris Interactive, it was discovered that 96% of online adults have actually taken the step of providing marketers with their email addresses when prompted by email marketing providing promotional offers, while only 12% have been willing to share their social networking information with marketers. The study which surveyed 2,064 adults 18+, also found that 17% of those 18-34, 8% of 35-44 years olds and just 7% of 45-54 would be okay with sharing social networking information with brands.
Pontiflex, a company focused on acquiring leads online, interprets the research to mean that users are more comfortable with sharing via email because it is usually opt-in by nature. They recommend brands start with this relationship before trying to acquire leads via social networking sites in order to optimize quality and quantity leads.
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