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Consumer Willingness to Share Payments Data: Trust for Sale?

Abstract

Using Dutch survey data, we show how consumer willingness to allow access to payments data depends on the type of data user (the consumer’s own bank, another bank, or a Big Tech), financial incentives and trust in the data user. Consumers are most willing to grant access to their own bank. Their propensity to share their payments data increases with their trust in the providers of these services. An explicit financial reward can tempt people to accept offers from other providers. Big Tech firms on average have to offer stronger incentives than banks, because people trust them the least.

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Fig. 1

Notes

  1. PSPs can offer the PSD2 services to both consumers and businesses. We focus on the impact of PSD2 on the consumer retail payments market.

  2. The Centerpanel is an Internet-based survey among a representative sample of the Dutch-speaking population in the Netherlands. The Centerpanel was created in 1993 and has been widely used by both policymakers and researchers to study a broad range of topics. See https://www.centerdata.nl/en/publications.

  3. Many studies have already shown that payment behaviour also depends on other perceived payment instrument characteristics such as security, convenience and costs. Stavins (2020) is a recent example.

  4. For more information on the methodology see Teppa and Vis (2012).

  5. For example, in the case of the financial overview, we included the “no financial overview” option. This increased the realism of the scenario and is in line with the design guidelines of Ben-Akiva et al. (2019).

  6. For readability reasons, we only use a subscript denoting the respondent, but not for the three different products or three different rounds.

  7. We tested whether there is a linear relationship between trust and the propensity to share payments data with the different service providers using dummies of respondents’ trust levels as covariates. Wald tests did not reject the hypothesis of a linear relation between trust and respondents’ willingness to give consent to use payments data at 99% confidence level, except for ‘other banks of which they are a customer’. In the latter case, the results for other variables hardly changed. This justifies using a linear relationship between trust and consumers’ propensity to share payments data.

  8. Marginal effects are available upon request.

  9. The marginal effects presented here are marginal effects estimated at the mean (MEM) value of the covariates in the sample. A list of all MEM effects is available upon request.

  10. See section “Exploring heterogeneity in take-up rates by age and gender” in the Online Appendix for a further explanation how we derive the main source of heterogeneity.

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Acknowledgements

We would like to thank colleagues at DNB and an anonymous referee for helpful comments on earlier versions of this paper and the questionnaire. We are grateful to Centdata for collecting the data. The views expressed in this paper are the authors’ and do not necessarily reflect those of De Nederlandsche Bank or the European System of Central Banks. All remaining errors are the authors’.

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Correspondence to Michiel Bijlsma.

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Bijlsma, M., van der Cruijsen, C. & Jonker, N. Consumer Willingness to Share Payments Data: Trust for Sale?. J Financ Serv Res (2022). https://doi.org/10.1007/s10693-022-00384-1

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Keywords

  • Consumers
  • Discrete choice models
  • PSD2
  • Retail payments
  • Trust
  • Pricing

JEL Classification

  • C25
  • D12
  • E42
  • G21
  • G24
  • G28