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.
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.