Consumers Uneasy About Use of Personal Data

Share this content:
Consumers want Web retailers to ask permission prior to using their personal information, according to the results of an online privacy study released Monday week by PricewaterhouseCoopers.

"The results aren't surprising," said Mary Brett Whitfield, director at PricewaterhouseCoopers' E-Retail Intelligence System. "Privacy is something that has been very top of mind for consumers for a while now."

The survey of approximately 500 Internet users was conducted between Aug. 30 and Sept. 7 via National Family Opinion's Interactive Panel. The results were weighted to reflect the Internet population by gender, age of the head of household, annual household income and Internet access frequency.

According to the survey, 97 percent of respondents agreed that online shopping sites should ask permission before sharing personal information with third parties. Ninety-five percent said that sites should ask permission before using it at all.

Despite these findings, more than half of the respondents said that they did not mind e-tailers using their personal information to send them sale information, personalize their shopping experience and to assess whether they should send a catalog.

However, 65 percent of those surveyed expressed concern about Web sites that store their credit card information. And 48 percent said that they limit the sites they buy from to reduce the number of companies that have their personal information.

"If a site has a competitive price and can provide very good assurances of privacy, that certainly appears to be a very appealing offer to a segment of customers," Whitfield said.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above