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Consumers 'are happy to provide personal information if they see returns'

New research has suggested that online consumers will give personal information to marketers and web stores if they understand their data will be used for their benefit.

A report from Forrester entitled Required Registration Lowers Online Conversion Rates found that 23 per cent of consumers leave sites if they are asked to enter personal information.

However, online marketers can draw hope from the fact that 51 per cent of people said they were willing to part with personal information in exchange for discounts.

A further 27 per cent said they would happily give up personal information if it meant they enjoyed a more targeted online experience.

Finally, 14 per cent said they would provide information if they received more relevant ads.

Megan Burns, author of the Forrester report, added: "Retailers should make registration optional, while explaining its benefits and offering a sweetener.

"Making registration optional allows firms to close as many sales as possible online but still offer incentives and a streamlined ordering process to customers who are ready to step up their level of engagement with the firm." ADNFCR-1536-ID-18572397-ADNFCR