TMCnet Feature
July 31, 2012

Consumers More Trusting of Retailers than Social Media

By Brittany Walters-Bearden, TMCnet Contributor

According to the results of a joint online survey performed by the e-tailing group and MyBuys (News - Alert), Inc., consumers are slightly more comfortable sharing personal preference information with retailers than with social media networks, especially if that sharing results in an enhanced shopping experience. The results of the survey were released on Monday, July 30th.

The survey studied the responses of 1,000 consumers and examined the ever-evolving relationships between consumers, social media, and retailers. The majority of survey respondents (55 percent) stated that they are “mostly willing” to provide their shopping preferences to trusted retailers, in exchange for those preferences resulting in an enhanced shopping experiences. Fifty-two percent of the consumers stated that they were “somewhat more concerned” or “much more concerned” about sharing those same preferences with social networks. Sixty-three percent said they would share the specific types of offers they prefer, 61 percent responded that they would share the brands that they buy, and 60 percent would share the specific products that they purchase. 

When it comes to mobile-related questions, consumers seem far less willing to share their personal preference information. Seventy-six percent stated that they found it somewhat undesirable or had mixed feelings about being geo-targeted on their own mobile device.

Detailed results from this survey will be released on a webinar at 2 p.m. (11 a.m. PST) on August 2, 2012. If you are interested in these results, please visit the MyBuys homepage and follow the link provided. There will also be a paper, corresponding to the survey, available August 13th at the eTail show in Boston, MA.

Robert Cell, CEO of MyBuys, said "The onus is clearly on retailers to leverage this privilege responsibly to deliver on the promise of a better experience. The data strongly shows that doing so results in a better shopping experience for the consumer, increases brand loyalty, and makes it a win-win for both consumers and retailers."

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Edited by Brooke Neuman
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