61% of Online Shoppers Would Trade Privacy for Personalization

Personalized cartoons will increase response. “You like it? I borrowed it from Firstname Lastname’s office.”

Privacy may be a big concern for online users, but it takes a backseat when it comes to shopping online. Nearly two-thirds of online shoppers say they would trade increased privacy for more personalized offers from retailers, according to Accenture’s survey of 2,000 adults in the U.S. and U.K. For example, about half of those surveyed said they are comfortable with the idea their favorite retailers tracking their personal data in order to better inform their future purchases. In fact, the majority (51 percent) of those surveyed in the U.S. said they were comfortable with this trade-off.

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