Information That Consumers Want To Control

In yesterday’s post, we talked about how customers do not trust online companies.  There is also research available that speaks to the types of programs and activities that consumers would like to see more controlled.

  • Knowing what information is being collected about them
    84% of adults 19-29 are very much in favor of this
    86% of adults age 30+ also wanted to know what information is being collected
  • Opt-In location tracking
    79% of adults 19-29 wanted location tracking to be an opt-in option on their mobile device
    83% of adults 30 and older also wanted location tracking to be an opt-in activity
  • Opt-In online tracking
    Over three-quarters of adults 19-29 wanted controls on how companies could follow them online
    More than 80% of adults age 30+ wanted to curtail company’s ability to track them online
  • Being rewarded for sharing information
    Almost half of adults 19-29 were looking for rewards for sharing their information
    4 in 10 adults over 30 were willing to share their information even if they were rewarded for it

What Does This Mean To You?

People are becoming more attune to how and why their personal information is being shared and are looking for more control on it.  As we said in yesterday’s post, you need to gain the trust of your customers and do not violate it.  You also need to make any offers that require personal information as valuable as possible.  Even though less than half of consumers were willing to share,
they may be swayed if they think they are receiving value in return.  For more information on using customer information to create better results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor


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