About the findings
Conditions for Sharing
Consumers’ behavior online is largely ingrained and semi-conscious. When confronting the question of what to share, web users globally have a set of principles that are answered not explicitly, but by behavior:
* Am I aware of what I am being asked to share?
* Do I trust the site with which I am sharing information?
* Is it relevant to the benefit I am looking for?
Value of Digital Identity
Many consumers understand the value of their digital identity and decide how to share their personal information because of it.
Those who share information expect convenience, discounts and discovery:
"It makes it easier to find the things I want."
"It sometimes gives me discounts on things I want."
"It helps me discover new things that I might like."
Personal information tends to be ranked by willingness to share.
Collection method of data strongly influences how consumers feel about sharing online. They are less comfortable when they feel they are passively "tracked" online, versus actively "sharing" their information.
The difference between passive collection and active sharing of data:
If they "share" information, they look for a deal in return.
If they are "tracked," reward is less significant as negative pushback.
33%"I don't mind companies tracking my online activity as long as I get something out of it."
73%are angry when a website or app asks for information about them they don't believe it needs.
Transparency is key for consumers in online commerce. Those with higher awareness of targeted marketing are also those who understand the benefits and prefer online shopping.
62% believe there is really no such thing as online privacy
48%of those very aware of targeted ads also strongly agree that when it comes to shopping, they do as much as they can online.
48%Nearly half of those very aware that marketers can target them based on their search history, strongly agree that online shopping saves them a lot of time and hassle.
Consumers are increasingly savvy about the way they shop and surf online.
With increased access to technology and visibility into available products and services, global consumers are using the tools at their disposal to research, interact and bargain with retailers.
Consumers are informed about the online world, with more than half online five to 10 times per day and are aware of how to change the privacy settings on their browser.
77%Nearly eight in 10 research products online before buying them.
66%are aware that search results often include ads paid for by advertisers.
49%Half of consumers check prices on their phones to make sure they are getting the best offers.
64%will research websites they’ve never heard of before they make a purchase.