Consumers Want Personalization on Web, TV, Mobile Screens, Ads: ChoiceStream Survey

About 79% of consumers are interested in receiving personalized content, and the number of consumers willing to provide demographic information in exchange for a personalized online experience has grown dramatically over the past year, increasing 24% to a total of 57% of all respondents, according to 2006 ChoiceStream Personalization Survey. 

The Survey also finds 34% of consumers willing to allow Web sites to track their clicks and purchases.  However, still 62% of consumers are concerned about the security of their personal data online in 2006 vs. 63% in 2005. 

Overall, 30% of respondents indicated membership in a social network, and 75% of them indicated that personalization would improve their social networking experience by introducing them to members who share their tastes and interests.

The Survey results also find that interest in personalization is spreading beyond the desktop to consumers’ television and mobile screens:

  • Overall, 45% of survey respondents are dissatisfied with their current onscreen TV program guide because it takes too long to scroll through to find programming of interest. 

  • 47% expressed interest in receiving a personalized guide to solve this problem by helping them find shows and movies that match their tastes and interests. 

  • 40% indicated that they would watch more VOD/PPV if it were easier to find programming and movies that matched their tastes and interests. 

  • 50% of Survey respondents indicated that they would be more likely to download ringtones, music or other content to their mobile devices if they were presented with choices based on their tastes and preferences.

More than a third of all respondents said they would be more willing to pay attention to advertising if it was personalized based on personal tastes and interests. A large majority of consumers are interested in personalized advertising distributed through their television or online, but fewer want personalized ads via their cell phones.

“We live in an age of superabundance where we’re overwhelmed with choice. The brands that deliver a personalized experience to consumers are the ones that earn consumers’ loyalty and, ultimately, spending power,” said Steve Johnson, CEO of ChoiceStream. 

More details on the 2006 ChoiceStream Personalization Survey here.

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