More consumers are willing to provide information about themselves in exchange for a personalized online experience even though there is no significant decline in their concerns about the security of personal data online, according to the 2006 ChoiceStream Personalization Survey released today.
The number of consumers willing to provide demographic information to providers they trust in exchange for personalization increased to 57% of all respondents from 46% last year, ChoiceStream Inc. says. The number of consumers willing to allow web sites to track their clicks and purchases increased to 43% from 32% in 2005.
Overall, the number of consumers willing to provide preference information in exchange for personalized content remains relatively consistent year over year—63% in 2006 versus 59% in 2005.
Although consumers’ willingness to divulge information increases, concerns about security of personal data online remains steady—62% versus 63% in 2005, according to the survey.
“Consumers are overwhelmed with the vast array of content and choices coming at them every day online,” says Esther Dyson, a ChoiceStream advisor and editor of the blog Release 0.9. “Even though they still have concerns about the safety of their information, they’re increasingly willing to let vendors know more about them in exchange for the convenience and relevance of personalization.”
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