IBM Study: consumers willing to share personal details, expect value in return
NEW YORK, Jan. 13, 2014 /PRNewswire/ -- A new IBM (NYSE: IBM) study of more than 30,000 global consumers released today at the 2014 National Retail Federation convention (#NRF14) found consumers are willing to share their personal information with retailers, particularly if they get good value in exchange.
The percentage of consumers willing to share their current location via GPS with retailers nearly doubled year-over-year to 36 percent. Thirty-eight percent of consumers would provide their mobile number for the purpose of receiving text messages and 32 percent would share their social handles with retailers.
"Today's consumer has been conditioned by multiple industries -- from healthcare to travel -- to expect personalized interactions across different channels," said Jill Puleri, IBM Retail Global Industry Leader. "IBM's study shows consumers are willing to share details about themselves, particularly if they receive a personalized experience in return. It's imperative that retailers enact a Big Data and analytics strategy that ensures they use consumer information wisely, gaining their customers' trust and loyalty by providing value in exchange."
What Consumers Really Want
The IBM study found that consumers fall into four distinct groups differentiated by their interest in and use of social, location and mobile technologies while shopping. Nineteen percent of consumers surveyed lag behind the majority of the population when it came to using technology to shop. Another 40 percent of shoppers use social, location and mobile technologies for information gathering, but are not likely to use them to purchase products. Twenty-nine percent use social, location and mobile much more extensively, for everything from researching products to ordering goods. Twelve percent of consumers surveyed are classified as "Trailblazers," those who use these technologies across channels and base their choice of retailer on whether they make that possible.
Trailblazers, although a small group today, are particularly interesting as they are paving the path most consumers will walk tomorrow. The IBM study anticipates that most consumers currently using technology to research and shop will only increase their usage. Trailblazers also represent a desirable demographic. They have a higher income level, are more optimistic about the future, plan to spend more in 2014 and are very socially engaged. IBM recommends retailers serve Trailblazers to stay competitive.
Showrooming No Longer a Top Threat
Strategies for Success
For more information about the consumer study and IBM retail, visit:
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