According to a new survey called "Personalization Survey" released by ChoiceStream, it seems that consumers are warming up to the idea of exchanging personal information for an enhanced, more personal online experience.
A surprising 57% of U.S. adult Web users said that they would be willing to provide demographic information in exchange for personalized content. This figure was 46% in 2005, and 57% in 2004. Sixty-three percent of users between the ages of 18 and 34 responded positively to this issue, while 54% of users aged 35 and above did also.
Forty-three percent of respondents said that they are open to allowing Web sites to track their clicks and purchases in exchange for personalized content. This figure was 32% in 2005, and 41% in 2004.
For marketers, these are encouraging numbers. But for those concerned about security issues on the Web, these numbers may be a slight cause for concern. Spyware and malware have been a growing problem as the Internet has matured, and users willing to download tracking software are likely to be susceptible to mistakenly downloading these potentially dangerous programs.
This is not to say that consumers are completely unconcerned. In fact, the numbers show that there is no material change in the number of Internet users who are concerned about the security of their personal information. In 2006, 62% indicated that they held these concerns, compared to 63% in 2005.
Clearly, with the emergence of new Web experiences, and with the onslaught of personalized services and products being unveiled for both the home and online realms, consumers are being catered to based on their tastes, whether they be observed or assumed, more than ever before.
Personalized content has become a standard and has ceased to be a luxury, and this could spell trouble for the many online consumers willing to give up their personal data to misleading sites.
As this trend continues, there will be an increasing need for more consumer education concerning personal information on the Internet and how, exactly, it is used, along with a growing demand for security services and products that can keep up with the new methods of online deception.
Source:
http://www.emarketer.com/Article.aspx?1004458
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