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BizReport : Social Marketing : July 02, 2013

Desire for personalization drives social profile sharing

With all the news regarding PRISM, an interesting study reveals that more than half of UK adults are willing to share personal information on social networks in order to be presented with relevant content and product information.

by Helen Leggatt

A study of 2,000 UK adults by Intent HQ reveals that 53% of social network users are happy to share their profile information in return for personalized content. Even more (56%) are happy to use their social media profile to log on to websites to personalize the experience.

The main driver of profile information sharing is the promise of a discount or offer (57%) followed by products based on interests (41%). Content that family and friends have engaged with, such as music, videos or articles, also prompts sharing (34%).

Interestingly, it is the younger generations that are most willing to share such information.

The sites on which people are most willing to share profile information are general retailers (39%), supermarkets (38%), music (29%), travel (22%) and film/TV (22%).

According to Jonathan Lakin, Intent HQ's CEO, "The statistics clearly show the value of social data in personalization. People are becoming more savvy and selective about what they share on social networks, which only makes the data being made available much richer for true personalization and creating a tailored online experience."

Of course, many do still harbor concerns about privacy when sharing and, says Lakin, these should not be ignored. Instead, they can be overcome "by earning trust, clear transparency, focusing on intent and delivering on the quality online experience".

Tags: consumer survey, personal information, privacy, social media, UK

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