Consumers Willing to Trade Privacy for Personalization, Survey Says

Dec 12, 2006

More consumers are willing to provide information about themselves to providers they trust in exchange for a personalized online experience, according to The 2006 ChoiceStream Personalization Survey.

According to the survey, the number of consumers willing to provide demographic information in exchange for a personalized online experience has grown over the past year, increasing 24% to a total of 57% of all respondents. The Survey also finds an increase in the number of consumers willing to allow websites to track their clicks and purchases, increasing 34% from the previous year. However, the results show no significant decline in the number of consumers concerned about the security of their personal data online, with 62% expressing concern in 2006 vs. 63% in 2005. New to the Survey this year are questions concerning respondents' participation in online social networking. The survey finds that participation varies greatly by age, with 69% of 18-24 year-olds indicating participation and just 8% of 50+ year-olds. Overall, 30% of respondents indicated membership in a social network. Of that 30%, the vast majority--75%--indicated that personalization would improve their social networking experience by introducing them to members who share their tastes and interests.

The Survey results also find that interest in personalization is spreading beyond the desktop to consumers' television and mobile screens. Overall, 45 % of survey respondents are dissatisfied with their current onscreen TV program guide because it takes too long to scroll through to find programming of interest. Forty-seven percent expressed interest in receiving a personalized guide to solve this problem by helping them find shows and movies that match their tastes and interests. Interest in a personalized guide varies by age, with 62% of all 18-24 year-olds indicating interest, while just 37% of 50+ year-olds expressed interest. Almost 50 % of Survey respondents indicated that they would be more likely to download ringtones, music, or other content to their mobile devices if they were presented with choices based on their tastes and preferences.

Additional Survey results focusing on targeted advertising, entertainment, and mobile usage will be available. A Research Brief providing detailed information on the findings is available at the ChoiceStream website.