New research has revealed that UK shoppers are increasingly putting themselves and their data at risk in exchange for bigger deals over the holidays, with 61% giving away personal information to receive discounts when shopping.
Overwhelmingly, Brits have tried to get discount codes through sign-ups, with 70% of us answering surveys or signing up to a mailing list in exchange for a price reduction, according to the Norton survey.
Our data is also pretty cheap: almost half of us (48%) are willing to give up our email and phone number to get a discount of 25% or less.
A risky move
The report found that buyers are the most willing to disclose their email address: 95% of respondents admit to having delivered emails, compared to 64% who reveal their name and 24% are even willing to give marketing companies their home address.
As always happens when strangers access your data, this presents a significant risk of identity theft or fraud, so think carefully about the true cost of those discount sneakers.
“Looking for deals isn't a bad idea, but sharing your information can be incredibly dangerous as anything personal can be linked to you and end up in the wrong hands,” said Iskander Sanchez-Rola, Chief Innovation Officer at Norton.
The study showed that shoppers are concerned about risks: 67% of shoppers are concerned about becoming victims of cybercrime and 51% are concerned about their personal data being compromised in sophisticated shopping scams.
There is certainly cause for concern too, with a 53% increase in the last year in malicious advertising campaigns, often distributed during the holiday seasons to offer fake sales or discounts. Malware distributed via malvertising has seen a staggering 227% increase in the same period.
To mitigate risks, Norton recommends using an alternate email address or creating one specifically for records, and being vigilant and doing your research before revealing any details.