Really? Consumers in Western Europe Willing to Exchange Info for Personalized Offers - eMarketer

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Really? Consumers in Western Europe Willing to Exchange Info for Personalized Offers

They are perfectly agreeable—until they are not

February 22, 2017 | Retail & Ecommerce

In privacy-alert Western Europe, a surprising finding: Some 82% of internet users surveyed by Retail Week and Osborne Clarke said they are comfortable receiving personalized offers and pricing based on their online search and purchase history.

Services that Internet Users in Select Countries in Western Europe Would Expect in Exchange for Sharing Personal Information*, July 2016 (% of respondents)

But the November 2016 report also shows them to be wary of other services and tactics retailers and companies employ.

For example, just 24% of respondents said they would be willing to share personal information in exchange for being greeted by name by staff when shopping in-store.

And just 26% said they would exchange personal information in order to receive ads while shopping digitally.

There’s a bit of a disconnect when these percentages are compared with that 82% who said they wanted personalized offers, and the 78% who said they wanted personalized pricing.

Yet, just 36% said they would hand over personal information for personalized marketing emails.

Perhaps users want to be left alone—until the moment they need to compare prices or make a purchase.

Ben Clague

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