The specificity of consumer data that can be bought varies depending on the data provider, data sources, and applicable privacy regulations in different regions. Generally, consumer data can be broadly categorized into two types: personally identifiable information (PII) and non-personally identifiable information (non-PII).
Personally Identifiable Information (PII):
- PII refers to data that can directly or indirectly identify an individual. It includes details like names, addresses, phone numbers, email addresses, social security numbers, credit card numbers, etc.
- Access to PII is usually more restricted due to privacy and data protection laws. Data providers often need explicit consent from consumers to share or sell their PII.
Non-Personally Identifiable Information (Non-PII):
- Non-PII includes data that cannot be used to directly identify an individual. Examples include demographic information, general location data (e.g., city or ZIP code), browsing behavior, purchase history, interests, and preferences.
- Non-PII is often aggregated and anonymized, making it less sensitive and easier to share and analyze without violating privacy regulations.
The specificity of consumer data that can be purchased can range from very broad and general to highly specific and granular. Some examples of specific consumer data that may be available for purchase include:
- Demographic data: Age, gender, marital status, income level, education, occupation, etc.
- Geographic data: Location, ZIP code, neighborhood information, etc.
- Behavioral data: Online browsing habits, purchase history, interaction with marketing materials, etc.
- Interest data: Hobbies, preferences, lifestyle choices, etc.
- Social media data: Data from social media platforms, such as followers, engagement metrics, and content preferences.
Data brokers, marketing firms, and data aggregators are among the entities that offer consumer data for sale. They often use various data collection methods, including cookies, website tracking, surveys, loyalty programs, and public records.
It's important to note that consumer data usage is subject to strict data protection laws in many countries, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. These regulations govern how companies can collect, process, and share consumer data, emphasizing transparency, user consent, and data security.
Businesses should always ensure that they are complying with applicable data protection laws and ethical considerations when using consumer data for any purpose. Consumers should also be aware of their rights regarding data privacy and understand how their data may be used by companies and data providers.