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%) of those surveyed in the U.S. said they were comfortable with this trade-off.
The catch, according to the survey results, is that the vast majority of online shoppers believe retailers should give customers options to decide how their personal information is used.
In other words, online shoppers are okay with giving up some of their personal information for greater personalization — as long as they get to make that choice themselves.