Web users are willing to provide certain types of personal information in exchange for more personalized interaction online. according to a survey of 1,000 online surfers.
However, 49% felt that sharing that information with an online third party would be an invasion of privacy, Peter Reid, vice president of privacy for the Teradata Division of NCR Corp. told a group at The National Center for Database Marketing Conference in Las Vegas.
Of the respondents, 88% said they would reveal their name, 86% would disclose both age and educational details, 59% household income, 41% details about salary and 13% credit card information.
However, when asked what information could be shared with another Web site the numbers dropped dramatically. One percent reported that it would be OK to release credit card information, 13% salary, 14% household income and 41% age.
However, the respondents seem to be fond of personalization. Seventy one percent of the respondents said that personalized sites can deliver more relevant information.
“Consumers want to have better, personalized service but there is a pent up concern about what is happening with the information,” Reid said.
Reid offered the group the following rules
* Value customers rather than see customer lists.
* Have a clear and precise privacy statement on the site.
* Make sure all information is collected using the fundamentals of permission marketing.
* Remind customers that you will protect their privacy.
* Collect information relative to the personalization process.
* Start listening to your customers.
* Be aware that sites you partner with can collect information about your customer directly off you Web site and sell that information to others.
* It’s easier than ever for consumers to walk away.
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