Findings from a new report show the majority of British shoppers are happy to share their personal information online, despite recent cyber attacks.

Despite Government statistics showing 90% of large firms suffered security breaches last year, most (61%) British shoppers are still happy sharing their personal data online.

Across Europe it’s a similar story as more than half (53%) of consumers are willing to share important personal data including their name, email address, mobile phone number and birth date when making a purchase.

Two thirds (66%) of Italians said they are happy to share their data, followed by France and Spain, where a similar proportion (55%) reported that they were comfortable with data sharing.

Germans are the least comfortable as only two fifths (41%) of respondents said they are happy sharing their personal data.

However, while some British shoppers are willing to share their data when making a purchase, others are only prepared to do so in exchange for offers or discounts.

In the UK, the top three most expected services in exchange for consumer data are: personalised offers based on search and/or purchase history (84%), followed by personalised pricing (81%) and personalised marketing emails (52%).

The findings come from a new report launched today, The European connected consumer: a life lived online, produced by Retail Week Connect in association with international legal practice Osborne Clarke.

Surveying 7,000 consumers across seven European countries, the research aims to identify consumer trends, behaviours and the associated legal challenges and, ultimately, how businesses can best serve their needs.

Read The European connected consumer report

Get closer to the game-changing shifts in European consumer behaviour with our new, exclusive report.

Based on extensive consumer research in Belgium, France, Germany, Italy, the Netherlands, Spain and the UK, the research explores everything from how consumers are using mobile payment technology, to attitudes towards interactive in-store technology such as virtual fittings rooms, and drone and driverless vehicle delivery.

Download the European connected consumer report by clicking here.