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Consumers Question Benefit of Sharing Personal Info With Marketers

Personalization/Targeted Ads

September 18, 2012 -- Research performed for LoyaltyOne, a global provider of relationship marketing services, finds 78% of North American consumers believe their “data is an asset to companies” but don't feel they're “receiving a benefit from sharing personal information with marketers," up from 74% in 2011.

Findings from the study, which surveyed a cross-section of 1,000 U.S. and 1,000 Canadian consumers to test attitudes about personal data collection and use by marketers:
States LoyaltyOne: “The cycle is clear. Consumers understand the implications of participating in the data exchange, and for the most part, they are willing to play. But there is mounting intolerance for organizations that appear to take advantage of data for the company’s own benefit.” 

Bryan Pearson, President of LoyaltyOne adds, “There’s a fine line between demonstrating you understand a customer and making them uncomfortable with the level of information you have about them.”
Methodology:  The report is based on the completed responses of 1,000 U.S. and 1,000 Canadian consumers to an online 20-minute questionnaire survey conducted June 4-18, 2012. The survey is a representative, true random sampling of U.S. and Canadian consumers. Weights were applied by population size to create a blended U.S.-Canadian total. Survey respondents included consumers 18 years of age and older who are primary or joint decision-makers regarding household purchases. Statistical significance is calculated at the 95% confidence level.
Source: LoyaltyOne, Customer Data: Privacy, Profit and the New Paradigm - A Report on U.S. and Canadian Consumer Attitudes, accessed September 25, 2012.