Published on July 21st, 2012 | by Technable0
Facebook, Google Less Trusted Than Your Grocery Store [STUDY]
U.S. adults trust their grocery store with their personal information more than they do Facebook. That’s according to a survey released Friday by location-based marketing firm Placecast, conducted online by Harris Interactive.
According to the survey, 81% of consumers were comfortable with grocery stores using information about past purchases to give you coupons tailored to your shopping needs. But only 33% of respondents were comfortable with Facebook using profile information to target ads specifically for you.
While one is a real-word scenario and another online, the two are essentially doing the same thing.
Some 66% of consumers were comfortable with Amazon using data on past purchases to promote items that are relevant to you, and 41% were comfortable with Google using what you’ve searched for online to target ads specifically to you.
“Facebook’s business is based on the use of consumer data to target ads. They clearly have a challenge convincing their huge user base that there is value in the exchange of personal data for a free service,” Placecast CEO Alistair Goodman said in a statement.
“In contrast, Amazon is a company just a few years older than Facebook, but they have created a scenario where consumers understand and accept the benefit their data provides for the service they are receiving – much like consumer’s acceptance of grocery coupons tied to purchase data.”SEE ALSO: Study Says Facebook Concerns Are on the Rise – Is It Accurate?
The survey says nearly two in five U.S. adults who are aware of use of data by local merchants are comfortable with those merchants sending them local offers on their phones — as long as they gave those merchants permission to do so.
U.S. adults age 18 to 34 are most receptive to their location information being used by merchants: with a little over half saying they are comfortable with their location being used to send them offers for nearby stores. Only 27% of respondents aged 55 and over were comfortable receiving ads based on their location.
Do you trust your grocery store with your personal information more than you do Facebook or Google? let us know your thoughts in the comments.