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Description: In the United Arab Emirates, in a study conducted in Q4 2019 about evolving consumer behaviours in a data economy, over 48% people stated how they are more willing to share their data and have their data used by a company, ethically, if it makes their life more rewarding and easier.nnGiven the existing financial crisis where people have become more conscious of the value they get from the things and the experiences that they spend their hard-earned money on, financial prudence and literacy are n