Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jul 20, 2004
Blog Post

Survey Says: Shoppers Would Sacrifice Privacy for Personalization

SUMMARY: No summary available.
How much data can you extract from your customers and prospects on your mailing list before you scare them away? More than you might think, especially if you market to a younger audience.

More than half the respondents to an online survey said they would give up some personal info in order to get more relevant shopping and content, and people under age 35 are more likely to blab than the over-35 set.

Here are a few data points from a new survey on online-personalization from ChoiceStream, a Cambridge, Mass. company that specializes in designing personalization systems for e-retailers and online content providers, as reported Monday in Internet Retailer's email newsletter:

-- 64% of people who filled out an online survey said they would share some of their personal preferences in order to get "a more personalized shopping experience" online

-- 56% would hand over some demographic data for the same end.

-- 71% of the 18-34 age group would provide personal preferences and 63% would share demographic data.

-- In contrast, 57% of everybody over age 35 would specify preferences, and 49% would share demographic data.

-- Although people were less likely to permit Web sites to track their clicks or purchase histories (40% said that was okay), younger people had less of a problem with (47% to 32%).

Age also determines the kind of personalized content people want online. The youngest online adults (18 to 24) wants personalized recommendations on music (45%), DVDs (29%) and books (26%).

Personalized Web search results ranked highest with over-50 respondents (35%), followed by books (30%), news (22%) and travel (21%).
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.