American consumers understand and accept the benefits of disclosing personal information to retailers, according to a study from Quadstone, a Boston-based research firm. Eight out of 10 consumers think that retailers that track and analyze what their customers buy are more likely to be in touch with what their customers really want.
The study also showed that 60% of consumers do not mind sharing information about what they buy with a retailer in return for a quality reward program. Other key findings show that every other consumer holds at least one reward card; that more than half of all consumers prefer shopping at stores and Web sites that offer rewards programs over those that do not. Overall, 85% of respondents view saving money as the biggest benefit of holding a reward card.
The survey recently polled 1,022 consumers aged 18 and older.
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