Most online shoppers are happy to be tracked

Online shoppers are far less tolerant of spam and pop-ups

A new survey from web content management firm SDL Tridion suggests consumers are happy to surrender to big brother-style behaviour tracking, so long as they are rewarded with special offers and increased personalisation in return.

SDL spoke to some 1,000 UK shoppers and found that a vast majority – 74 per cent – "valued" loyalty schemes that offered discounts based on their personal shopping habits.

Two-thirds of respondents said that they expected to see content online that is specific to their own interests and needs, while roughly 40 per cent appreciated those retailers that let them build up their own personal shopping profile.

“Unquestionably, the recession has prompted consumers to shop online to find the best deals and save money," said Tim Norman, sales director at SDL Tridion.

"What is refreshing, however, is how much more sophisticated they are with their online usage – they understand the benefits of having their behaviour tracked and profiled and welcome customer loyalty schemes that reward their personal shopping habits with discounts individually tailored."

He added that the research showed consumers don't see personalisation as a threat to their personal privacy any longer, but more "as a way of deriving convenience" and saving time and money.

Just under a third of respondents said that they were doing more shopping online than they did before the recession, and almost 50 per cent said that they felt it important that retailers email them regularly with special offers and related information.

However, few will put up with spam or other intrusive advertising, with 84 per cent saying they would be less likely to visit web sites that sent unsolicited and unwanted information, such as pop-up ads and emails.