More than 76% of consumers think marketers compromise their privacy to sell them products. But 50% appreciate it when a company recommends products based on what it knows about that consumer.
That paradox is the main finding of a RR Donnelley survey of 10,000 consumers conducted in early 2003 for Chicago-based Donnelley’s financial services marketing arm.
The survey found that 70% of consumers think marketers have too much personal information, but many are willing to share data to get personalized products in return.
The most privacy-conscious consumers are older, white women. Eighty-four percent of respondents over 65 worry about privacy (compared to 65% ages 18-24); 71% of women (versus 69% of men), and 70% of Caucasians (compared to 66% of African-Americans and 69% of Hispanics and Asian-Americans).
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