A survey by The Harris Poll reveals that consumers are not only ready and willing to spend more for personalized services but also more likely to rely on digital guides than their significant others when considering a purchase.

The study was carried on on behalf of enterprise data solutions company DataStax. The findings come from an online survey conducted this April of more than 5000 adults aged 18 and older in the United States (2,000), UK (1,000), Germany (1,000), and France (1,000).

The survey reveals that the “instant gratification” of digital transactions will justify a higher spend. This creates new opportunities not only to price travel products based on convenience when compared to competitors but also potentially to convert “speed” into an ancillary.

Nearly 7 in 10 (69%) international adults are willing to spend extra to reduce their wait times for services they care about.

Those willing to pay more will shell out, on average, 21% extra to reduce their wait.

When it comes to sharing the information necessary for personalization, US adults are more open than their European counterparts. As DataStax reports:

More than half (53%) of adults in the United States are more willing to share their personal data with a company that personalizes its services/products based on that data. Adults in the UK, Germany, and France are a bit more cautious – 43%, 39% and 36% respectively.