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Harris III Privacy Charts _final 7.17.12

Harris III Privacy Charts _final 7.17.12

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Published by: donna_tam_3 on Jul 19, 2012
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11/28/2012

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© Placecast, Proprietary and Confidential, 2012
Source: Placecast The Alert Shopper III 
A Harris Poll about Consumers and Mobile Marketing
 
July 2012
The Alert Shopper III:Privacy Implications
 
© Placecast, Proprietary and Confidential, 2012
Source: Placecast The Alert Shopper III 
81%66%41%38%36%35%33%0%10%20%30%40%50%60%70%80%90%
Grocery stores usingpurchase information togive you couponstailored to what youoften buyAmazon's use of data onwhat you havepurchased to promoterelevant items to youGoogle's use of what yousearched for online totarget ads to youMerchants, with yourpermission, usinglocation informationfrom your phone to sendyou local offersCredit card company'suse of what you havebought to send youspecific offers by postalor emailYour cell phone serviceprovider using locationinformation from yourphone, with yourpermission, to send youlocal offersFacebook's use of theprofile information youentered and your poststo target ads to you
Q: How comfortable are you, if at all, about your privacy and the use of this data?Summary of Very/Somewhat ComfortableBase: Respondents Aware of the Use of Data
Marketers like to be able to use data about you, what you have purchased, and where youare, to send you relevant offers - either via postal service, online or to your phone.n=2,244
Consumers most comfortable with use of grocerypurchase data; least comfortable with Facebook
Amazon, a company just over a decade old, has earned consumer trust by deliveringuseful relevance through data, while Facebook use of data is least accepted
 
© Placecast, Proprietary and Confidential, 2012
Source: Placecast The Alert Shopper III 
Acceptance of use of personal data declines with age
88%82%58%51%42%47%49%84%74%47%41%38%38%39%84%65%38%36%40%34%27%72%48%24%27%27%23%19%0%10%20%30%40%50%60%70%80%90%100%
Grocery stores usingpurchase information togive you couponstailored to what youoften buyAmazon's use of data onwhat you havepurchased to promoterelevant items to youGoogle's use of what yousearched for online totarget ads to youMerchants, with yourpermission, usinglocation informationfrom your phone to sendyou local offersCredit card company'suse of what you havebought to send youspecific offers by postalor emailYour cell phone serviceprovider using locationinformation from yourphone, with yourpermission, to send youlocal offersFacebook's use of theprofile information youentered and your poststo target ads to you
Q: How comfortable are you, if at all, How comfortable are you, if at all, about yourprivacy and the use of this data?Summary Of Very/Somewhat ComfortableBase: Respondents Aware of the Use of Data
Marketers like to be able to use data about you, what you have purchased, and where youare, to send you relevant offers - either via postal service, online or to your phone.n=2,244

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