The Wall Street Journal reports that a recent global survey by the McCann advertising agency revealed that "84% of respondents said they’re aware that companies track the websites they visit to suggest products they might like. Seventy-one percent of respondents in the survey, including 58% in the U.S., worry about the amount online stores know about them."
The survey also revealed that "65% of shoppers are willing to share data so long as they understand the benefits for them," that "52% of respondents said shopping is too impersonal these days and said they are concerned about how much retailers rely on data and algorithms," and that "57% of those polled said they worry that they will not be able to discover new things if companies always show them things that they have expressed interest in previously."
The survey also revealed that "65% of shoppers are willing to share data so long as they understand the benefits for them," that "52% of respondents said shopping is too impersonal these days and said they are concerned about how much retailers rely on data and algorithms," and that "57% of those polled said they worry that they will not be able to discover new things if companies always show them things that they have expressed interest in previously."
- KC's View:
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I think there is a lot of concern about this, but I also believe that younger folks are willing to trade personal information for offers that they perceive as being relevant and appropriate. That's what marketers need to aim for … being as relevant and targeted as possible.
