According to new research from Pew, a significant number of consumers don't want their past behaviors analyzed by retail companies.

More than two-thirds of Americans (68 percent) said they don't want to receive targeted ads because they dislike it when companies track their habits. Additionally, 65 percent believe Google shouldn't display search results based on their browsing history because they may miss out on pertinent information. Conversely, many do realize the benefits of tracking in terms of relevancy.

"More than half of American web users, or 52 percent, say search results have become more useful and relevant over time. 40 percent say they have not seen a change over time and about 7 percent say they find search results are getting less relevant," Internet Retailer notes, citing the report.

As retail merchants devise their marketing plans, it's crucial they consider how their campaigns could make consumers feel. They should avoid initiatives that make shoppers feel as if their privacy has been invaded.

This entry was posted by Retail Pro on Tuesday, March 13th, 2012 at 9:42 am .