January 30, 2006, 12:00 AM

Privacy worries don`t keep consumers out of online surveys and promotions

Although online consumers are significantly more concerned about sharing personal information, they adopt online promotions at rates almost identical to those of neutral or unconcerned consumers, according to Forrester Research.

Kurt Peters

Executive Editor

 

Although online consumers are significantly more concerned about sharing personal information, they adopt online promotions at rates almost identical to those of neutral or unconcerned consumers, according to a recent report from Forrester Research.

In 2005, only 9% of consumers said they were comfortable revealing personal information for more relevant advertising, down from 18% in 2004, Forrester said. In addition, only 14% said they were comfortable disclosing purchasing plans for targeting purposes. That compares with 39% in 2004.

Forrester also found that although consumers say they want to be sure they’re dealing with secure and respectable parties over the Internet, only 41% said they always or almost always review the privacy policy on a web site where they are about to make a purchase or provide personal information. That compares with 36% of online consumers who said they reviewed web site privacy policies regularly in 2002.

And while 86% of consumers admitted to discomfort with disclosing information to marketers, they participated in online surveys and research for free products or coupons, and entered competitions or sweepstakes at rates nearly equal to consumers who aren’t as concerned, according to Forrester. 71% participate in a loyalty program, which feed purchase information to marketers.

For the report, “The Consumer Privacy Bluff: Consumer Concerns About Privacy,” Forrester surveyed 5,257 consumers in the U.S. and Canada.

 

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement