Shoppers happy to share personal information if there's a reward

May 1, 2014

Recent data from fashion shopping app Snapette, a business unit of PriceGrabber, shows that shoppers want to exchange personal demographic and shopping information with retailers for a reward. Conducted on from Feb. 7 through March 7, this survey includes responses from 3,449 U.S. consumers.

Respondents were asked questions relating to four scenarios concerning in-store and online personal information-sharing. Personal information included age, gender, email, clothing/shoe size, and credit card number, among others.  When asked how desirable it was to give retailers personal information for a reward, 50 percent of all respondents said they would happily provide retailers with information for a discount.  Shoppers are more willing to share their information online than in-store, though in-store information-sharing levels are still high: 48 percent of all respondents wanted to share their information in-store versus 56 percent online. 

To test which reward was most enticing to prompt privacy sharing, respondents were asked how much of a percent-off discount and then how many dollars off a $100 product they require to provide personal information. The choices for the percent-off (10, 20, 50, and more than 75 percent) and for dollar-off ($10, $20, $50, and $75) discounts were exactly the same. Nevertheless, significantly more respondents wanted to share personal information if they received a percent-off coupon than dollar-off. Between both in-store and online scenarios, on average 34 percent of all shoppers preferred 50 percent coupons, compared to 25 percent who preferred gift cards for $50 off a purchase.

Topics: Consumer Behavior , Marketing

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