Consumer willingness to share data has risen steeply according to the Direct Marketing Association (DMA). It disclosed how willingness is at its highest (76%) when people are asked to hand over personal information to a company where there’s already an existing relationship.

A large portion (63%) are equally pragmatic when sharing information with companies and will only do so when buying a product. Whereas just 29% of respondents said they dole out their details when considering a purchase.

More of the findings from the DMA’s Data Tracking Report 2012 can be seen in the following infographic.

DMA Data Tracking 2012 infographic