Share And Share, But Not Alike

According to the e-tailing group and MyBuys, in a joint online survey, consumers are more comfortable sharing data with retailers than they are with social networks, especially if it enhances the shopping experience. The majority of survey respondents (55%) responded that they are “mostly willing” to provide shopping preferences to trusted retailers in exchange for an enhanced shopping experience.  

Willingness To Share Shopping Preferences With Favorite Retailers (Completely/Somewhat Agree; % of Respondents)

Sharing Consideration

% of Respondents

Somewhat willing to share to get better shopping experience


Mostly willing to share to get better shopping experience


Nervous sharing because privacy might be compromised


Willing to share to expedite shopping experience


Nervous sharing because security might be compromised


Will share personalized information for more personalized shopping


Cautious sharing with retailers, but not with peers


Source: e-tailing Group/MyBuys, July 2012

In contrast, 52% of consumers responded that they are “much more concerned” or “somewhat more concerned” about sharing the same data on social networks

Sharing Personal Information With Social Channels (% of Respondents)

Level of Concern

Personal Information

Shopper Preferences

Much more/somewhat concerned



About same level of concern



Somewhat less/not at all concerned



Source: e-tailing Group/MyBuys, July 2012

Robert Cell, CEO of MyBuys, notes that “Today’s consumer... expects a tailored online experience... (but) they’re more comfortable sharing shopping preference information with retailers than they are with social networks... designed for this type of exchange... the data strongly shows that (sharing)... results in a better shopping experience... increases brand loyalty...”

When asked about specific types of information they would share, 63% of respondents said they would share the types of offers they prefer; 61% said they would share the brands they buy; 60% would share the products they purchase.

Preferences for Sharing Information With Retailer (Completely/Somewhat Agree)

Most Likely Share

% of Respondents

Types of offers preferred


Brands purchased


Products purchased


Other stores shopped


Shopping behavior


Source: e-tailing Group/MyBuys, July 2012

On the mobile frontier, consumers remain more cautious. In fact, 76% of consumers indicated they have mixed feelings or find it somewhat undesirable to be geo-targeted on their mobile device.

GeoTargeted Preference For Mobile Device


% of Respondents

Highly/somewhat desirable


Somewhat undesirable




Source: e-tailing Group/MyBuys, July 2012

Cell added that “Online privacy is a complex issue and there is no ‘one-size-fits-all’ answer, but consumers are willing to share data when there is an equitable value exchange... "

Please visit MyBuys here for additional information.



Recommend (12) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
1 comment about "Share And Share, But Not Alike".
Check this box to receive email notification when other comments are posted.
  1. Paula Lynn from Who Else Unlimited, August 16, 2012 at 9:38 a.m.

    No, privacy is not really that complicated. It's made more complicated by those who want to protect their jobs while exploiting everyone else. People will share their preferences - NOT THEIR INFO - with a specific store (company) as long it stays with that company and no further just for the asking. It is under customer service.

    General info, like residential geographic region or living in a house where external products/services may be needed vs condo/apt can be gathered without privacy issues. There are many more.

    It's the specifics and sharing/selling that cross the line.