Almost half of consumers (49 per cent) would not object to having their buying behaviour tracked if it led to relevant offers from brands and suppliers, a new study by Accenture found.
The research of 2,012 consumers, carried out in March and April, discovered that 64 per cent would ‘welcome’ text messages from a retailer for offers matching their buying preferences.
However, 87 per cent of respondents believe adequate safeguards are not in place to protect their personal information, while 70 per cent believe that businesses are not transparent enough about how they use the information they gather.
“In today’s digital age where Read full story ›
Source: The Drum
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